DHL partnered with Vetements this month for a fashion show held at Germany's Leipzig Airport, reports eSellerCafe. The DHL hub was in turn transformed to house a red and yellow catwalk for one day only.
Headlined as "Fashion Meets Logistics," the showcase was designed to "provide a glimpse behind the scenes of fashion logistics," says DHL.
In speaking on the initiative, Ralph Wondrak, General Manager of DHL Hub Leipzig GmbH, noted, "There is hardly any other industry that is as strongly influenced by constant change, the spirit of the time, fast-moving trends and global exchange as the fashion industry. Meanwhile, precision, quality, originality and – increasingly – sustainability are playing an important role."
Highlighting the event was a collaboration between DHL and Vetements, simply dubbed "Vetements x DHL Capsule Collection." Drawing inspiration from DHL uniforms, the assortment included T-shirts, polos, jackets, headwear, and socks, all showcased on the runway at Leipzig.
Why this intriguing pairing, though? "The individual steps from design to production and sales sometimes take place on different continents," Wondrak explained. "In this interdependent field, logistics solutions are needed that are fast, reliable, globally available and highly adaptable – and ideally with the lowest possible carbon footprint."
Back in November, Vetements joined with DHL for a special pop-up event in Hong Kong.