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, theproduct 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.
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 Veeninggraphic 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