# Boxed Runway Shows JW Anderson's 'Show in a Box' Debuts the SS21 Collection By Ell Smith | Published 2020-09-29 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jw-andersons-show-in-a-box References: [hypebae](https://hypebae.com/2020/9/jw-anderson-spring-summer-2021-collection-show-book-deconstructed-box) & [vogue](https://www.vogue.com/fashion-shows/resort-2021/j-w-anderson) 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](https://www.trendhunter.com/trends/endless-runway), with some opting to [go virtual](https://www.trendhunter.com/trends/reinventing-the-runway) 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 ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 64% | Activity: 50% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### 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. ## Related on Trend Hunter - [Cinematic Thriller-Inspired Runways](https://www.trendhunter.com/trends/jw-anderson-fw-2024.md) - [Collaborative Artful Runway Capsules](https://www.trendhunter.com/trends/michael-clark.md) - [House-Like Paper Runways](https://www.trendhunter.com/trends/paper-show-space.md) - [Designer-Made Art Installations](https://www.trendhunter.com/trends/unboxing.md) - [Inflatable Dome Fashion Shows](https://www.trendhunter.com/trends/inflatable-dome-fashion-show.md) - [Dynamic Fall-Centric Fashion Shows](https://www.trendhunter.com/trends/jordanluca-1.md) - [seasonal spring wardrobes](https://www.trendhunter.com/trends/british-watersports-collegiate-prep.md) - [Compact Furniture Concepts](https://www.trendhunter.com/trends/boxed-collection.md) - [On-the-Road Fashion Shows](https://www.trendhunter.com/trends/louis-vuitton-prefall-2023.md)