Danish fashion label 'minimum' showcased its latest Spring/Summer 2019 seasonal range with a debut at Fischer & Thiele Wäscherei in Berlin. Rather than the usual fashion debut at event spaces, shows or stores -- the unconventional show took place at the century-old dry cleaners location in the Kreuzberg neighborhood. The space transformed from a typical dry cleaner location to a showroom for Berlin Fashion Week whilst still maintaining the retro inspiration. The fashion items were still wrapped in plastic, hung on rails, with industrial washers and dryers present.
To continue the retro cinematic theme, Fashion Week attendees were able to exchange their invite—designed to look like a dry cleaning receipt—for a freshly pressed shirt or hoodie adorned with the collection's slogan that reads "take, take, take." Additionally, the slogan is a statement that drives customers to "take action, take care, and take off."
What Makes This Trend Stand Out
- Laundromat Fashion Shows
- Fashion brands are incorporating unconventional locations like laundromats to showcase their latest collection, creating a unique experience for customers.
- Retro-inspired Fashion
- Fashion brands are drawing inspiration from retro design and aesthetics to create unique and nostalgic collections that appeal to modern consumers.
- Interactive Fashion Shows
- Fashion shows are becoming more interactive, with attendees able to exchange invites for clothing items and slogans to promote the brand's message and encourage customer engagement.
Sectors Adopting This
- Fashion
- Fashion brands can take advantage of unconventional locations and interactive shows to create a unique and memorable brand experience for customers and attract attention from media and influencers.
- Retail
- Retailers can use interactive fashion shows and unique locations to attract foot traffic and create a unique customer experience that encourages brand loyalty and social media buzz.
- Event Planning
- Event planners can take advantage of unconventional venues to create a unique and memorable experience for attendees and promote the brand by leveraging social media and influencer partnerships.
