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THE FAKE FASHION PARTY



As Generation 25, our mission is to create only what is

necessary

. We took an important event in the fashion calendar, the

product launch

, and did it a little differently.

Doing away with a guest list, free drinks, VIPS and the ubiquitous after party - we highlighted the

banality

of fashion events most people attend remembering the ‘

packaging

’ rather than the product itself.






By staging a

fake event

Generation 25 proved that in reality, a fashion party doesn’t need to take place in order to showcase a product.
 


Hype generated by footage shared via airdrop, social media and posters around the city, made the event ‘invite’ much sought-after by Amsterdam’s fashion scene – resulting in a fear of missing out, even though the majority didn’t understand what it was they missed out on. The experiment made the front page of a Dutch national newspaper.


︎︎︎














project management


Marcelle Novelli


storyboard


Sahar El Salmawy


filming


Thomas Waaijenberg
Joachim Spruijt
(Very Rare Agency)


editing


Nilofar Attahi
Volkan Baysan
Lola Vogels


film production


Eva Trum
Robin Siewe


product branding

Gijs Veening

graphic design


Bao-Loc Truong


PR


Isabelle Renzenbrink
Maartje Claes


design


Viyanti Cheong
Kim van den Brule
Safiera Liao
Eepril van ‘t Veen
Luisa Blechschmidt
Songul Karacaer
Sara Lohiniva
Asher Coady
Neza Praprotnik


garment production


Beau Bartels
Emilija Bertasiute
Femke Castermans
Fiona Matsumoto
Gintare Barkute
Liz Israël
Luna Nillesen
Maud van der Meij
Naniko Gmiadaschvili
Tesa Pavic










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