FASHION GUERRILLA: Milan-based designer Alessandro Dell’Acqua succeeded in generating added buzz around his No. 21 label with a guerrilla marketing initiative.
Ahead of his fashion show, taking place today at 6 p.m., the designer sent to fashion journalists, models and socialites a cotton gray sweater with the label’s logo in pale pink — sure to become the season’s must-have. The promotional activity’s success is confirmed by social networks — hundreds of images of girls wearing the sweater have been posted on Instagram and have been tweeted over the past couple of days.
A No. 21 spokesman also said that the label’s press office continues to receive requests for the gift and that a number of fashion retailers asked to carry the sweater.