The Pyer Moss label led by designer Kerby Jean-Raymond has come up with a very special sales event for its 10th anniversary, during which customers will “loot” the sales area.
The US label has the event “The Loot-Out” [Eng. für Plünderung] presented on the social network Instagram on Tuesday. The video that can be seen there is designed like a news broadcast in which a woman explains the concept of the event in a very monotone manner and footage of such looting can be seen in the background.
The event, taking place on December 21st and 22nd in New York City, is inspired by the global decline of the luxury fashion industry and the growing ‘dupe’ culture [Eng. Begriff für Duplikate von Luxusartikel], and the recent looting in America, says the Pyer-Moss website. Those interested can book a one-minute or five-minute time slot for 100 US dollars (around 93 euros) or 300 US dollars (278 euros).
Customers who have purchased such a slot will then be informed 24 hours in advance of the exact address and their appointment. There they then have to lock up their cell phones and worn clothing in order to grab and wear items from the brand within the booked time. Previously unreleased clothing and shoes, archive pieces and collaborations, samples from the catwalk and other prototypes and accessories will be available.
Afterwards, the participants have the opportunity to have a photographer photograph them in their new look.