Pringle tote bag for London Fashion Weekend 2015
British apparel and accessories label Pringle of Scotland is boosting awareness for its 200th anniversary through a placement within Vodafone London Fashion Weekend.
Pringle designed a limited-edition tote bag exclusively available to the event’s ticketholders, which feature the brand’s name and the words “200 years.” As attendees walk around with the bags, both at the event and after, they will spread word of the label’s milestone.
Bag as billboard
Pringle promoted its tote bag via its social channels, sending its followers to London Fashion Weekend’s Web site to find out how they can get one of their own.
London Fashion Weekend, held this year from Feb. 26 through March 1, is a consumer-facing showcase that calls itself “fashion’s biggest pop-up.” Held at Somerset House, the event includes designer shopping, fashion shows and beauty tutorials.
London Fashion Weekend September 2014
Sponsor The Outnet will present a runway show of spring trends illustrated with Lanvin, Christopher Kane, Alexander Wang and more.
London Fashion Weekend runway show
The Events Lounge will host talks about becoming a stylist, blogging, photography and brand building. The curator of the Victoria & Albert Museum will also give attendees an inside look at the upcoming “Alexander McQueen: Savage Beauty” exhibit.
Tickets start at about $31, making the event accessible to fashion fans of varying budgets.
Other luxury labels have used swag bags to spread awareness for their brand.
For instance, Italian handbag designer Braccialini was the sponsor of the official talent goodie bags and backstage gift lounge at the Grammy Awards 2015 Feb. 8.
At the event the musicians received the Carinabag, a purse that is designed after a taxicab in looks and production styles. Being present at awards shows allows brands to mix among the top artists, actors and performers in the world (see story).