#6 New way to see the fashion show, Guerrilla!

We've all heard the term "Guerrilla" quite a lot.

Guerrilla concert, Guerrilla performance, Guerrilla store, etc...

Well, according to our friend, Wikipedia,

"The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places."

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.

A lot of companies and people use this style of marketing nowadays, even in fashion.
We've seen on & off Pop-Up stores to attract customers and promote brands.

We used to seeing fashion shows on TV and in newspapers traditionally,
nowadays we can see them on our cell phones and laptops, where ever we are, with WI-FI.
And, obviously, there are people who use this for marketing their fashion shows.

Guerilla Fashion show



Sep 21. 2009,
A designer, Philip Colbert had a Guerilla fashion show during London Fashion Week in the National Gallery, where in a reference to The Thomas Crown Affair, 100 bowler hats were handed out to members of the public, whilst models walked up and down the gallery, exhibiting the clothing. According to Colbert, “The (museum) security could not stop all the tourists filming the show; hundreds of people started to follow us.” 




Jan. 27. 2010, There were 4 guerrilla fashion show held on the street, during the Amsterdam Fashion week.

Studio Sober, Oda Pausma and Bart van Dulmen (BVD) used the pedestrian crossings were used as a catwalk.

And, some designers even use the subway as their fashion show catwalks!

Well, actually, way back to long ago, there were the fashion show in the subway unusual fashion show at the Saint Michel metro in Paris. George CAUNES ad models worn by charming girls with Dany Saval in 1959.

And, the below video is recorded of fashion show in Subway of Rotterdam, Nethaland, designed by Ellen Rooijakkers in 2008.



Also, in Berlin, they have underground fashion show every year, since 2006.

In Australia, Perths centre of style for fashion shopping, Forrest Chase, held a unique series of dramatic interactive visual performances to support the launch of their new season fashion campaign.The performances blended puppetry and music to show Forrest Chase fashion coming alive. Promotional staff distributed postcards throughout the performance that promoted Forrest Chases e-catalogue and e-competition. This resulted in a direct response with a high number of e-competition entries received immediately after the performance times.



There were street guerrilla fashion shows held in New York City in 2004.
But, I haven't heard of any fun fashion shows in the NYC subway, yet
(We do have a great subway line!)
I'm hoping to see some kind of fun fashion experience in the NYC subway soon!