To promote its new fluorescent collection Diesel has thrown Flash For Fun parties around the world. Good targeting idea, intended to club kids the collection features glow-in-the-dark jeans, t-shirts, sneakers and underwear. The Flash for Fun pieces are discreet and look completely normal during the day and only reveal their bright details and stitches under black light.

Parties support the main idea of hiddeness and secrecy. For example in New York, to be invited to the party you have to go to the flagship store, there to ask for “The Baron” who decides if you are good enough to give you special wristbands that contain the date and time of the party with a phone number to call for the location.

There were rumors those wristbands were selling on Craigslist for upwards of $100 a piece on the day of the event. The NYC Flash For Fun party was a really big night with neon decorations, balloons, bunnies with backpacks full of glow sticks, glow necklaces, light-up sunglasses and other rave stuff. The special guest Spank Rock played some hipsters music while make-up artist was decorating guests’ faces with neon false eyelashes.

Check out the Diesel promo site for more parties.

Photos: Nicky Digital, HiFi Cartel, Diesel, Guestofaguest

Related Articles

Browse Timeline

• « Kate Moss For Topshop. Lingerie Christmas 2009 Ad Campaign
• » Twin Book – New Style Dimension

Comments ( 1 Comment )