Heinz considers its ketchup to be much more than a tomato sauce. He already considers him a cultural icon with the ability to inspire different generations. And to celebrate, he has turned the condiment into a haute couture dress, and presented it within the framework of Paris Fashion Week, held in the French capital between September 29 and October 7.
To achieve this, Heinz France has collaborated with fashion designer Lora Sonney, who has created a garment designed to express consumers’ love and passion for the brand’s ketchup and also to celebrate fashion as a means of expression. Heinz’s goal has been to present itself as “icon of taste, and icon of fashion”, as he has shared on social networks.
The dress is inspired by the characteristic elements of Heinz ketchup, such as its attractive red color or its pleasant texture. To create it, red fabric and six layers of silicone of the same tone have been used to create a large drop of seasoning, which gives personality to the garment and turns the dress into a tribute to the product.
The initiative has been developed together with The Kitchen, Heinz’s internal agency, and the communications and public relations agency Faubourg Stories.
“An unexpected and bold way to celebrate the creativity, innovation and heritage of a constantly evolving brand”Commented Charlotte Malgrange, Brand Manager of Heinz France at The Kraft Heinz Company, through LinkedIn about the initiative.Because Heinz is much more than ketchup: it is an icon that continues to inspire generations, and now, on the catwalks”.
The dress was presented at the Heinz Red Party, an event created for the occasion and aligned with the context of Paris Fashion Week, and held in the Le Rouge room, in Place Pigalle in Paris. The French singer Styleto has been in charge of wearing the dress.
Both Heinz Francia, the designer and the singer have shared details of the creative process on their social profiles, as well as the details of creating the dress. The posts are in themselves a new celebration of love for the brand’s product.
