The hidden beauty of the runway invitation

With fashion week season in our midst, the ‘Big Four’ capitals are fraught with distinctive allure as designers, critics and the fashion-forward crowd storm the cities for one thing: the runway. It’s a defining moment for fashion houses, for it not only presents their respective iterations of the season, but also plays a part in extending the brand’s universe and all that is within.

The runway show is an immersive experience. Every aspect of the presentation contributes to the maisons’ sphere, stamping the brand’s identity and vision in place. No detail is left out—from the show’s venue and set design, the soundtrack and lights, the models’ catwalk and of course, the collection pieces on display. A specially-conceived universe awaits upon entrance, one that the brand calls its own. But the experience isn’t contained to the show–it first begins with the runway invitation.

Though typically overlooked, the runway invitation is a crucial step to aligning with the brand’s visual direction and identity. It is the first point of contact with the guest, and an irresistible clue for what lies ahead at the runway presentation. Perception of the brand is established and hints at the upcoming season’s theme and story. For Bottega Veneta’s recent fall/winter 2024 runway, invited guests were gifted a glass cactus sculpture exclusively handcrafted by glass artists from Murano, Venice, an island known for its storied history of glass-making. While it was a parallel to the cactus decorations at the runway show, it also expressed Bottega Veneta’s principles of commitment to innovative craft. Meanwhile, JW Anderson’s womenswear invitation was enveloped in a large section of tweed fabric from the collection, a clear direction of what was to come and a nod to Last of the Summer Wine, a long-running British comedy about old-age pensioners, and the inspiration behind the collection. Gucci’s invitation encapsulated Sabato De Sarno’s Ancora universe and its romantic sensibilities with a notebook in the signature Russo Ancora shade accompanied by the guest’s initials engraved in the corner, leaving behind a souvenir of a memory like a lingering scent.

The invitation extends beyond physical formats. Digital invitations explore unlimited possibilities of concepts and ideas that a fashion house may not be able to express on print. If crafted well, a digital invite will beckon the same personalised allure as a physical one, allowing followers and fans of the brand a glimpse into the runway presentation via livestream, providing accessible exclusivity. Etro’s digital invitation was a nostalgic collage of the store, archived notebooks and fabric swatches, before ending with an envelope opening to reveal its fall/winter 2024 show details, much like if one were to receive it in person.

From a Paris Metro ticket to a chunky candy bar, see how fashion brands emulate this season through a simple invitation, leaving the guest intrigued and wanting for more.