In an unusual fashion 

Just imagine - you're heading to the tube station around 10 am, getting comfortable with your book on a  Central line train to Ealing Broadway, when a real fashion show starts in the isle of a train.

Or even better - flying from Israel to Hungary, you wouldn't expect a sky defile in the airplane isle.

But it's not a joke and the shows were performed at different times as effective and eye-catchy advertising campaigns.

It all started in September 2009 with the first ever fashion show on a moving train. This day Central line passengers had an opportunity to see the models wearing high-treet designs just on a train's isle. A promotional  collaboration between Marks and Spencer, John Lewis, Selfridges, House of Fraser, Next, Debenhams, River Island and Uniqlo attracted media attention and a flow of tube passengers due to its unexpected creativity and innovative approach. The promotion gave a flying start to a number of other pre-fashion week events. 

After the effort made by competitors under ground,  a US fashion brand Banana Republic has managed to reach the sky.  An unexpected fashion show was hosted by Virgin Airlines on a flight from New York in March 2012. It was a first one of its kind and drew media attention along with extra customers both to Virgin and Banana Republic.

A similar collaboration took place recently as an introduction of a new low-fare Wizz Air flight form Budapest to Tel Aviv with models dressed in Israeli designer creations. With a very limited changing space and narrow walking isles of a Wizz Air aircraft, models have managed to succeed in performing a brilliant show.

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With art in heart,

Nataliya 

Would you wear some 55k on your back?

And it's again about Damien Hirst, his talent to be anywhere where prices rise the USD 50.000  mark, and Olsen sisters participation in this commercial creativity feast.

A great promotional union was recently performed by Hollywood-grown Olsen sisters and British artist Damien Hirst. Owning a fashion brand "The Raw", Mary-Kate and Ashley tend to rise their leather goods prices "sky-high" by producing a limited "pill" rucksack range in collaboration with the artist.

Having their aspirations relatively high, Olsen sisters' design pieces opt for exclusively high class audiences. A last year's a collection of rucksacks was presented with a minimum price of USD39.000 each. And this time we see even more. The award-winning designers presented a rucksack collection, featuring Damien Hirst's "dot" and "pill" painting designs and worth USD 55.000 each. The alligator skin bags are embedded with medical pill imitations of different sizes and shapes.  The collection encounters 12 rucksack models, featuring "dot" and "pill" embroidery as well as completely plain ones. According to Vogue, the collection launch has high expectations even with respect to its' price level.

In order to stay socially responsible, designers aim to fundraise for UINCEF (United Nations Children's Fund) charity. However, it raises another ethicality question as using crocodile skin may cause an instant attack from numerous animal rights protecting organisations.

The collaboration gives opportunities for both parties to explore yet-to-be-known areas and promote themselves to new publics. Damien hasn't been that into fashion and this may be seen as his first step into the industry with an opportunity of numerous profitable fashion projects ahead. At the same time, Olsens will attract artistic audiences to their design creations. Furthermore, it will serve as a proof of their brand being a truly designer label and not only a commercial affair of two world's famous young actresses.