Decoding Fashion Invites

Expectations for Fashion Week invitations are rising. We all sit back with excitement, wondering what creative creations the brands will come up with. How will they handle the intricacies of sparking intrigue for the shows?

Heels in plastic bags, Pinterest

Before strutting into Fashion Week, the exhilarating invitations must be sent. This has become an event in itself. As the invitations become more creative, they are shared on social media, generating even more hype around events such as Paris Fashion Week, Milan Fashion Week, and New York Fashion Week. Each fashion brand approaches this differently: some invitations are elegant, others are funny, and some are strikingly unconventional, aiming to shock. Interestingly, some invitations clearly tie into the ethos of the fashion brand, while the deeper connections of others are not as obvious. This is clearly a deliberate design choice, but what does it aim to convey? How unconventional should the invitations be, and how important is it that they align with the brand's ethos?

Bella Hadid, Backstage photos, Pinterest

As each Fashion Week approaches, expectations for the invitations seem to rise. In the past, we have witnessed thrilling and highly creative ideas. Some brands focus on conveying their brand ethos, while others aim to think outside the box and shock recipients. Safe to say, some of these rather unconventional invites have left a lasting impression. Diesel and Durex engaged in a memorable collaboration for Fashion Week Women's FW23. The invitations were packaged as condoms, aimed at raising awareness and promoting messages about sexual freedom and empowerment. Though bold, this concept beautifully ties into their brand ethos. With Diesel’s bold and non-conformist attitude, they value sparking creativity and self-expression—clearly expressed through the invitations. The condom invitations were a hit; they went viral on social media and managed to create plenty of hype for the show.

Diesel x Durex, Milan Fashion Week Women’s FW23 invitation, TUSH Magazine

Balenciaga is another brand that has nailed their invitations. Their show at New York Fashion Week SS23 was held at the New York Stock Exchange, and their invitations reflected this choice perfectly. Customized $100 bills with ‘Balenciaga’ printed all over them, along with event details, were sent out as invitations. The show itself aimed to make a statement on consumerism and the fashion industry. With a brand ethos focused on pushing boundaries and challenging traditional norms, both the show and the invitations were simply brilliant.

Balenciaga, New York Fashion Week SS23 invitation, Hypebeast

Another standout invitation comes from the newcomer brand, Lacoste. Despite only participating in Fashion Weeks for a couple of years, they have done an incredible job of aligning their invitations with their brand ethos. For Paris Fashion Week Men’s FW24, Lacoste sent out invitations on a slice of a tennis net. With a brand that has deep links to the world of tennis, this invitation was beautifully executed. They skillfully merged the history of the brand with their invitations seamlessly. Grand applause to Lacoste.

Lacoste, Paris Fashion Week Men’s FW24 invitation, X: @tsitsiYAS

One thing is clear: Fashion Week brings forth a plethora of showstopping invitations. How brands approach linking these invitations to the show's themes or their ethos varies greatly. For some, this does not seem to be the greatest focus. Instead, they opt for unconventional invites that surprise. 2019 was a big year for food-related invitations as both Jacquemus and Gucci sent out edible invitations. Jacquemus' invitation took the form of a loaf of bread (yes, actual bread) wrapped in brown paper, tied with Jacquemus twine, accompanied by a paper invitation. Though shocking and unconventional, it carried a deeper meaning. The invitation bore cultural references to Jacquemus’ French heritage, merging fashion and cultural influences in an exceptional way. While honoring the brand's heritage, the invitation had little direct link to the collection or the show. Instead, its primary focus was on making a statement, which it certainly achieved.

Jacquemus, Paris Fashion Week Men’s FW19 invitation, L’Officiel

Back to Balenciaga. Their broken iPhone invitations for Paris Fashion Week FW22 simply demanded attention. Guests received a box containing a broken iPhone along with a formal card. What made the phones particularly interesting was ‘Balenciaga’ scribbled on the back along with the event details. Balenciaga is certainly not known for playing by the rules or for sending traditional invitations. This is one of the core ideas of their brand: innovation with a fearless approach. As intriguing as the invitation was, it did tie into the theme of the show. Simulated in a snowstorm, the show explored ideas of dystopia and resilience. The invitations, however, were sent as showstoppers, aiming to surprise.

Balenciaga, Paris Fashion Week Women’s FW22 invitation, LuxuryLaunches

Diving right back into food, Fendi’s pasta invitations for Milan Fashion Week Women’s SS21 were deliciously captivating. Guests received packages of raw Italian penne pasta, shaped like the Fendi logo. Much like the bread invitations by Jacquemus, the pasta paid tribute to the brand's Italian heritage, celebrating Italy’s tradition of culinary craftsmanship. Not only beautiful, the pasta blended traditional elements with high fashion while reflecting Fendi’s playful and sophisticated brand values. What a yummy surprise.

Fendi, Milan Fashion Week Women’s SS21 invitation, NSS MAGAZINE

Fashion Week showcases utmost creativity, evident in every aspect. It's clear that the alluring invitations are here to stay and attract more attention. Personally, I believe this is an exciting way to generate hype for the shows, and the options are endless. We see various approaches to design choices. Whether brands connect the invitations to their history, tie them to the show's theme, or aim to shock, the invitations are always bold. This prompts us to wonder about the role of these invitations. Are they too exciting or not exciting enough? Should brands opt for traditional invitations or does this creative outlet serve a great purpose? What is the right approach, and which value points should be the focus of the invitations?