It is not every day that consumers are granted the opportunity to ask designers about the process behind their sartorial creations, but that is exactly what the Fortnum & Mason Millinery Fortnight series focuses on. For two weeks, the British department store will allow people to talk to hat designer Philip Treacy about his latest collection. An extensive and interactive meet and greet, it not only puts a face to the designs, but also gives deeper meaning to the hats themselves.
The Fortnum & Mason Millinery Fortnight series is coupled with an afternoon tea theme. Dave Rodgerson, retail business development executive at Microsoft Canada, Toronto, observes, "These will hold quite an appeal to the audience that frequents the retailer and considers afternoon tea a highly regarded social activity."