Exclusivity just got an experiential makeover
The Hustle

Exclusivity just got an experiential makeover

Prada is hosting private, pop-up clubs to cater to its growing private member groups -- a sign that experience-based events and pop-ups could be the future of high fashion.


January 22, 2020

Prada is hosting private, pop-up clubs — a series called “Prada Mode” — to cater to its VIP superfans, The New York Times reports.

Prada is the latest luxury brand to invest in exclusive events — a sign that pop-ups could be the future of high fashion. 

So, what does a Prada pop-up look like?

It’s fabulous, obviously. But, more specifically, it offers hand-picked invitees exclusive:

If you were wondering — there is NOT a way to pay for entry to these events, you must be invited (if you have to ask, you’re probably not in the Facebook group… ).

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And Prada’s not the only luxury brand investing in primo pop-ups

Once, fancy furs were the trendiest, most conspicuous status symbols. 

But now, once-in-a-lifetime Instagram opportunities are arguably trendier, certainly more conspicuous, and therefore more valuable.

And brands have noticed:

Not all of these events are invite-only, but they are definitely all bougie — and you can bet your bottom follower they’re all Instagrammable.

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