# Market Aisle Runways The Stolen Girlfriends Club Supermarket Catwalk Stuns and Baffles Shoppers By Matt Ho | Published 2011-03-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/stolen-girlfriends-club-supermarket-catwalk References: [fashioncopious.typepad](http://fashioncopious.typepad.com/fashioncopious/2011/03/no-joke-supermarket-aisles-become-catwalks-for-stolen-girlfriends-club-watch.html) & [youtube](http://www.youtube.com/user/RedBullStudio) In my opinion, no previous [fashion marketing scheme](https://www.trendhunter.com/trends/asos-inspired-by) even comes close to the Stolen Girlfriends Club supermarket catwalk. It's usually difficult to get into fashion shows to see what designers have up their sleeves, so shoppers were in for a real treat when the Stolen Girlfriends Club supermarket catwalk happened. The brand decided to take its runway to an actual grocery store, taking everyone by surprise. The models walked through different aisles, showing off the latest clothes from the line. Eventually, everyone stopped and watched the free fashion show as the models navigated their way throughout the market. The Stolen Girlfriends Club runway was done in collaboration with [Red Bull](https://www.trendhunter.com/trends/dario-costa). Check out the video and watch the baffled shoppers' reactions! ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 35% | Activity: 54% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### Why This Trend Is Growing - **Immersive Marketing Experiences:** Creating unconventional and surprising marketing experiences in unexpected locations, like a supermarket, to engage and captivate consumers. - **In-store Fashion Shows:** Bringing fashion shows out of traditional venues and into retail spaces, offering shoppers a unique and interactive experience. - **Collaborative Brand Partnerships:** Teaming up with non-fashion brands to create memorable and unconventional marketing campaigns, attracting attention and driving brand awareness. ### Industries Being Reshaped - **Fashion:** Incorporating unconventional fashion shows and experiential marketing tactics to create a buzz and attract customers. - **Retail:** Incorporating fashion events into retail spaces as a way to enhance the in-store experience and attract shoppers. - **Beverage:** Partnering with fashion brands to create unique marketing campaigns that surprise and engage consumers, resulting in increased brand visibility and consumer interest. ## Related on Trend Hunter - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Web3 Fashion Show Initiatives](https://www.trendhunter.com/trends/reinventing-the-runway.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md) - [Experiential Luggage Events](https://www.trendhunter.com/trends/beis-bloomingdales-takeover.md) - [High Fashion Mud Runways](https://www.trendhunter.com/trends/balenciaga-2023-runway.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Grocery Bag Runway Accessory](https://www.trendhunter.com/trends/march-packable-tote-bag.md) - [On-the-Road Fashion Shows](https://www.trendhunter.com/trends/louis-vuitton-prefall-2023.md)