JW Anderson's 'Show in a Box' is a highly unique fashion concept that cleverly debuts the brand's SS21 collection. COVID-19 has forced brands to get creative when it comes to releasing collections, with some opting to go virtual and others cancelling shows as a whole.
JW Anderson went an entirely new direction by bringing the show to consumers. Boxes were sent out to would-be guests which included a DIY set-up of different colored paper, backgrounds, cut-outs of models and more. Individuals could then see a sneak preview of some of the items in the collection, while piecing together different combinations of models and backgrounds.
Both clever and socially distant, this stunt serves as a memorable and unique collection debut.
Image Credit: JW Anderson
Key Themes Behind This Trend
- Boxed Fashion Shows
- Fashion brands could explore the trend of sending out DIY show boxes as a unique way to debut collections amidst COVID-19 restrictions.
- Virtual Presentation
- The pandemic has increased the need for virtual fashion shows that allow brands to continue presenting their latest collections to a larger audience.
- At-home Fashion Kits
- As consumers are forced to stay home during the pandemic, fashion brands can capitalize on the trend of at-home DIY kits to provide customers with a unique fashion experience.
Where This Applies
- Fashion
- The fashion industry could benefit from the trend of DIY show boxes and virtual presentations as alternative ways to debut collections amidst COVID-19 restrictions.
- Event Planning
- Event planners can explore the trend of virtual events in order to offer clients an innovative solution that can help keep everyone safe during the pandemic.
- Marketing
- Marketing teams can use the trend of DIY show boxes as a unique way to market fashion collections by providing an unforgettable experience for potential consumers.
