# Heritage Anniversary Events G.H. Bass Marks Its 150th Year with an Immersive Party During PFW By Amy Duong | Published 2026-06-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/gh-bass-2 References: [instagram](https://www.instagram.com/ghbass_eu/) & [instagram](https://www.instagram.com/sprezza__/)  [G.H. Bass](https://www.trendhunter.com/trends/gh-bass-x-buck-mason) marked its 150th anniversary with an immersive celebration during Paris Men's Fashion Week. The brand transformed La Patate Douce in Paris into The [Penny Shoe Store](https://www.trendhunter.com/trends/air-foamposite), an installation inspired by a traditional American shoe shop. Guests explored the footwear collection, tried on different styles and selected a pair of loafers to wear throughout the evening. The activation reflected the company's history of producing footwear since 1876 while revisiting its best-known designs for a contemporary audience. The event welcomed friends of the brand, fashion industry guests and members of the menswear community for an evening of music and conversation. Paris-based DJ Oscar Smadja performed alongside jazz and hip-hop artist Goya Gumbani. Sprezza served as the exclusive media amplification and community partner, helping bring together attendees to celebrate the milestone during Paris Men's Fashion Week. Image Credit: G.H. Bass ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 33% | Activity: 31% | Freshness: 83% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Why This Trend Is Growing - **Immersive Heritage Retail:** Legacy brands are translating archival stories into shoppable environments that make history feel tactile, social and relevant to younger fashion audiences. - **Anniversary Brand Activations:** Milestone celebrations are becoming cultural programming moments where product discovery, entertainment and community gathering merge into one experiential format. - **Wearable Event Sampling:** Product trials that let guests wear items during an event create deeper emotional attachment and turn attendees into real-time brand ambassadors. ### Industries Being Reshaped - **Footwear:** Heritage footwear labels can refresh classic silhouettes through immersive launches that connect craftsmanship narratives with contemporary styling habits. - **Fashion Events:** Fashion week programming is expanding beyond runway shows as brands use installations, music and hospitality to build memorable audience engagement. - **Experiential Marketing:** Branded environments with community partners and live performance offer measurable pathways for turning cultural relevance into product interest and media visibility. ## Related on Trend Hunter - [Memory Party Games](https://www.trendhunter.com/trends/awa-pop.md) - [Agent-Native OS Upgrades](https://www.trendhunter.com/trends/harmonyos-7.md) - [Retrospective Halloween-Inspired Home Capsules](https://www.trendhunter.com/trends/diverse-halloween-assortment.md) - [AI Delivery Orchestration](https://www.trendhunter.com/trends/AI-delivery-orchestration.md) - [Flavorful Limited-Edition Margaritas](https://www.trendhunter.com/trends/rocket-pop-margarita.md) - [Store Experience Platforms](https://www.trendhunter.com/trends/Cegid-Retail-One.md) - [In-Store Retail Media Networks](https://www.trendhunter.com/trends/grocery-tv.md) - [World Builder Games](https://www.trendhunter.com/trends/block-party.md) - [Sports Prediction Exchanges](https://www.trendhunter.com/trends/unified-sports-app.md)