Earlier this month, Alaïa, the boutique fashion brand, invited designers, celebrities, and influencers to a runway show to unveil its highly coveted Winter Spring Collection.
Unlike other mailers and invites we’ve seen designed to get coverage, often involving a hamper and jazzed-up notecard – Alaïa decided to go one step further, sending guests their own folding chair encased in a brown leather box.
Upon unboxing the gift, guests soon realised that what they had received were their actual seats for the show, which they had to bring to the venue, a footbridge over the Seine.
Perhaps unsurprisingly, this made for some great social content, with Style Not Com remarking that he had mistaken his delivery for an Uber Eats order he’d placed.
