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 faux 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.    

 

Sorry that you didn’t make it to the guest list. Nor did we.

GEN25 LAUNCH CAMPAIGN