Vans to host in-store celebrations for fashion week season

Vans: holographic in-store activations
Vans: holographic in-store activations

Sports footwear and accessories brand Vans is staging events at its stores in London, Milan and Paris to celebrate London Fashion Week and to highlight its new range of holographic prints across footwear and apparel.

The activations will include DJ sets in-store, glittered canapés and cake pops and make-up artists creating hologram lips, whilst customers can also expect a wide variety of giveaways. A specific geolocated snapchat filter has been developed and hologram style floor tiles will be placed in each store for radiant social media impressions. The activations are taking place in Vans' London stores in Carnaby Street and Camden on 17 September, in its Ticinese and Buenos Aires stores in Milan on 24 September and in its Paris Beauborg store on 1 October. 

The new iteration of the iconic Vans Old Skool features a clean, iridescent surface throughout the shoe, complemented by a drill canvas and original classic gumsole. The final colorway in the pack is a shooting star silver all-over print. The apparel, comprised of a raglan and crew for women, features color variations with emblazoned holographic prints on classic Vans patch logos and sleeves.

Amelie Robert, Vans merchandising manager for Women and Kids, said: "We wanted to celebrate this season’s fashion weeks through our most historic and unique icons."

The brand launched its House of Vans concept in London in 2014. This year, the venue hosted the UK instalment of Vans' 50th birthday celebrations

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