The private launderette
Photo: via Pinterest.
We book out a neighbourhood launderette, the more graphic the better: rows of machines, neon, tiles, plastic chairs. In every porthole, a piece from the collection spins gently or poses as if in a shop window.
The venue puts on the show by itself: familiar, a little raw, seriously cool. We dress it in the brand's colours, from the laundry baskets to the machine labels, and the twist does the rest.
In Paris, the dream spot already exists: Lavomatic, on rue René Boulanger in the 10th, near République. A real launderette at the front and, behind a fake washing machine, a staircase leading up to a hidden bar. The venue can be booked out by companies: the show downstairs between the machines, the after-party upstairs at the bar.
The runway between the machines
Photo: Malandrew (@malandrewft), via Pinterest.
The runway is the central aisle, between the washers and the dryers. Models step out from behind the machines, a basket under one arm, sit on the benches, fold a T-shirt, walk on. The show becomes a slice of life.
The front row sits on the machines themselves. No distance, no catwalk: the collection passes inches from the guests, in a setting everyone recognises.
The pressing ticket as invitation
"Jacquemousse" campaign, Jacquemus Spring-Summer 2021, directed by Albert Moya. Photo: via Pinterest.
Invitations arrive as dry-cleaning tickets: order number, collection date, the launderette's address, and a note saying "to be collected before 8pm". Some guests also receive a machine token engraved with the logo.
At the door, you hand your ticket over the counter as if picking up your laundry. A simple, funny detail that ends up in stories before the evening has even started.
Fashion has already paved the way: in 2021, Jacquemus launched its Spring-Summer collection with "Jacquemousse", a campaign set in the world of laundry, complete with a fake detergent box bearing its name. Proof that an everyday object, cleverly hijacked, can become a brand signature.
The customisation workshop
On the folding tables, a workshop: patches, embroidery, transfers, express screen printing. Guests personalise a tote bag or a T-shirt from the collection with an artist or an embroiderer, while their piece "dries" in a drum.
Guests go from spectators to participants. And everyone leaves with a one-off piece they watched come to life.
Content designed for Reels
Photo: via Pinterest.
Bubble Planet. Photo: via Pinterest.
Reels that hijack an everyday object are doing really well right now: the twist lands in a second, with no sound or subtitles needed. An evening dress in a porthole, a model walking with a laundry basket, a drum spinning on loop: the format is made for it.
So we design the launderette like a set: portholes framed for filming, controlled neon lighting, perfect loops with the drums, and a ready-made shot list for invited creators. The result: Reels in line with your campaign, in a setting nobody expects from a fashion brand.
The after-party among the tumble dryers
"Laundromat" launch party, END. x adidas. Photo: END., via Pinterest.
Once the show is over, we turn up the volume: a DJ behind the counter, machines flashing to the beat, a drinks bar serving from repurposed detergent bottles. The launderette becomes the most unexpected club in the neighbourhood.
This is the moment the collection leaves the runway and becomes a party, the one everyone will be talking about the next day.
The format has already proved itself: for the launch of their "Laundromat" collaboration, END. and adidas set the decks right on top of the washing machines. A launderette, a DJ, and the whole night spinning around the drum.
Faceparty brand activation. Photo: via Pinterest.
And to end on a high: a foam party. The foam cannons kick in on the dancefloor, as if every machine had overflowed at once. We use event-grade foam that is gentle on skin and safe for outfits, an anti-slip floor and a cloakroom for the collection pieces. The kind of moment nobody forgets, and everybody films.
And the gifting?
We finish with a branded laundry basket: a piece from the collection folded as if fresh from the dry cleaner's, a limited-edition washing powder, engraved machine tokens and a hand-written card. Clean laundry to take home, and a gift made to be unboxed on camera.
Frequently asked questions
How do you organise a fashion collection launch?
Start from the collection's story, choose a venue that tells it, invite press, buyers and content creators, and design every space to produce images. A short show followed by a party works very well to bring the pieces to life and build connections.
Why launch a collection in an unexpected everyday venue?
Because the contrast sticks in people's minds: a familiar place given a twist surprises guests, is easy to talk about and gets shared on social media on its own. It also makes the collection feel closer and more wearable, and sets it apart from predictable launches.
What event format works best for influencers?
A short, immersive, hands-on format: a photogenic venue, an experience to live (workshop, ritual, show), corners designed for filming and a festive moment to round off the evening. Creators need a story to tell, not just a product to show.