22 FEBRUARY 2024 • FASHION • EXPERIENTIAL
Fashion week is the ultimate celebration of creativity, where the fashion world comes alive with breathtaking artistry and innovation. It’s more than a showcase of garments on a runway—it’s an immersive spectacle where every detail, from the venue to the lighting, is meticulously designed to leave a lasting impression. Even the invitations transcend their functional purpose, transforming into collectible works of art that hint at the extravagance and theme of the show to come. Here, we explore some of the most outstanding fashion show invitations that have redefined first impressions.
Viral-worthy Balenciaga invites.
Balenciaga often takes the crown when it comes to being viral-worthy in general, and their invitations are no exception. For its first show in Los Angeles in 2023, the brand handed out fake energy bars as invites. The energy bars featured, instead of nutritional information, details about the brand’s history and the milestone of its first-ever show in Los Angeles.
During the FW22 show, Balenciaga took a different approach by giving guests broken iPhones. What made these unique items highly collectible was the Balenciaga logo engraved on the back. The brand included a sustainability note clarifying that the iPhones were already broken and left to neglect.
edible invitations in season.
01. Harry Styles’ Pleasing AstroMilk pop-up
Snow White 2025 remake
01. Harry Styles’ Pleasing AstroMilk pop-up
Snow White 2025 remake
Edible invitations are also a recurring theme. Jacquemus sent out a loaf of bread in 2019 and, in 2023, a framed “Bread and Butter” invitation. Fendi embraced the concept in 2021 by sending out pasta shaped in the iconic Fendi logo, while Gucci just sent out an entire grocery package in 2019.
a counterclockwise invite.
For Virgil Abloh’s Fall/Winter 2020 collection with Louis Vuitton, guests received a unique clock that ran in reverse. Replacing traditional numbers with the iconic LV monogram, the clock stood out as one of the season’s most memorable invitations and doubled as a striking piece of home decor.
Virgil Abloh consistently delivered some of the most creative invitations. For the Fall/Winter 2017 Off-White show, he turned the invitation into something wearable. Packaged in a transparent plastic bag labeled “TEMPERATURE,” guests were given an orange t-shirt that doubled as their entry pass to the runway show.
maision margiela
mysterious approach
For its first ever debut SS89 show, attendees received a telegram directing them to a suburban location outside Paris, a big contrast to the traditional grandeur of Le Grand Palais. Margiela’s mysterious and innovative approach to invitations has persisted over the years. For FW12, the invitation was a laser projector that displayed the show’s address when aimed at a surface. Meanwhile, FW07 guests were treated to a Rubik’s cube that revealed the location.
other notable invites.
At CAYA, we think about every moment of your brand experience – from the invitation that captivates to the memories that linger long after the night is over.
