guerilla marketing 2012

For fashion week Berlin in July 2012 the menswear label Harryet Lang Berlin and the bag label Sag+Sal decided on a joint cooperation. It should not go to a simple fashion show, but a guerilla action in the streets. Selected were neuralgic points such on “Platz der Vereinten Nationen” in front of the Tempelhof airport building where the exhibition “Bread & Butter” takes place or before the “Café Moskau” at the Karl-Marx-Allee where the “Lavera show floor” takes place.

In a quick guerrilla action a catwalk was *built* with tape and the models started walking. They shown white shirts by Harryet Lang Berlin with a screen print of the Berlin artist Georg Dienz. The motifs show Hermes, messenger of the gods and Prometheus who brought fire to man and was punished badly by the gods. Furthermore it could be seen with a subtle pinstripe dress shirts of a fine linen / cotton mix in gray. The bags of “Sag + Sal”, which are made of used printing blankets, the picture was rounded off in style.