Would you wear packing materials as clothes? In a clever campaign tied to DHL’s sponsorship of Fashion Week last month, top fashion designers created haute couture designs made entirely from DHL packing materials.
A photo shoot featuring models showing off the original garments and live models wearing them at Fashion Week created an integrated campaign that looked like an episode of Project Runway. It’s a unique and creative way to make shipping relevant to fashion.
Take a look at the DHL fashion week designs below. What do you think?
Susan Gunelius
Susan Gunelius is President & CEO of KeySplash Creative, Inc. and Founder & Editor in Chief of an award-winning blog, WomenOnBusiness.com. She is a 25-year veteran of the marketing field and has authored 10 books about marketing, branding, and social media, including the highly popular 30-Minute Social Media Marketing, Content Marketing for Dummies, Blogging All-in-One for Dummies and Kick-ass Copywriting in 10 Easy Steps. Susan’s marketing-related content can be found on Entrepreneur.com, Forbes.com, MSNBC.com, BusinessWeek.com, and more. Susan is President & CEO of KeySplash Creative, Inc., a marketing communications company. She has worked in corporate marketing roles and through client relationships with AT&T, HSBC, Citibank, Intuit, The New York Times, Cox Communications, and many more large and small companies around the world. Susan also speaks about marketing, branding and social media at events around the world and is frequently interviewed by television, online, radio, and print media organizations about these topics. She holds an MBA in Management and Strategy and a Bachelor of Science degree in Marketing.
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As usual with haute coture, it’s nothing I’ve ever seen anyone wearing in real life, but it’s an interesting way to bring such diverse markets into a relationship. Who would ever think of DHL sponsoring something like that, but then again materials/clothes have to get from here to there somehow.