MISSED MESSAGE: Seriously? Asher Levine said he was merely making a social statement about all the violence on our planet when he decided to insert his spring invitation into an empty shell casing. He created a plastic top for the bullet with a string that read: “Pull Tentacle,” and inserted it into a small, unmarked manila envelope. The bullet caused panic at several fashion offices around town since editors didn’t know if it was an explosive device or a marketing ploy.

“Really,” Levine asked when informed that the invite was threatening and frightening. “I’m a men’s wear designer and this is my ninth collection. I think out of the box and am very theatrical.” He said the spring line will use camouflage and military-inspired silhouettes “with a twist,” so he came up with the idea to collect used bullets and “mutate” them as his invitation.

This story first appeared in the September 2, 2014 issue of WWD. Subscribe Today.

And he “likes tentacles,” he added, saying that the show will incorporate those as well.

Although he didn’t intend to frighten anyone, he said the bullet “enhances the experience of what we’re trying to portray.”

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