Nov 23, 2017 | By Jane Boddy
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Sep 10, 2017
We’ve spoken a lot at WGSN about the importance of good packaging in order for your product to stand out from the crowd. Good product is great, good product in stunning packaging is better. And in the age of social media, the visuals, the aesthetics and how well your product looks on Instagram are important factors for brands, both new and traditional, to think about. Colour matters, so does good lighting, the right angle and of course a good flat lay. But how else can you stand out? What prints, patterns, ideas have not been done yet?
Well, New York Fashion Week is here to help. No one knows better than NYFW designers about the importance of good packaging to make your show stand out from the competition. From the invitation to catwalk set, the entire look matters and this year the designers offered up some really cool, show-stopping packing ideas. Check them out below:
Make a statement – like Tom Ford
Tom Ford didn’t send a traditional invite to his show this season, instead he got his new perfume to do the talking for him. Each invitee got a bottle of Tom’s NSFW perfume, complete with the cheeky product name.
Go Personal- like Tibi
Tibi, the womenswear line, is celebrating 20 years this year. To mark the occasion, founder and creative director Amy Smilovic crafted this hand written note that sat on every seat at the show, complete with colouring pencils encouraging the audience to create on a blank canvas.
Texture Matters- as seen as Area
Otherwise known as a cooling pad/heating pad, the Area invite was definitely not the norm, but a brilliant talking point. Since editors spend most of NYFW stressed this invite was thoughtful and the perfect wellness #selfcare invite.
Paper stands out in this digital age- as seen at Chromat
No traditional show notes at Chromat, but a brilliant zine instead. The youth streetwear brand, not only excited showgoers with an inclusive collection, using models of all sizes, the brand also teamed up with Papyrus to print #SS18Serenity zines- available exclusively at the runway show.
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