Alani Nu sends an energy drink down the runway
The beverage brand debuted a couture gown inspired by Witch's Brew at Christian Siriano's show, then built an immersive experience around it.
Alani Nu put its Witch's Brew energy drink on a runway in the form of a purple couture gown with a green hem, shown with Christian Siriano during New York Fashion Week, according to Event Marketer. On September 12 and 13 it followed with "The Coven Club," a multistory immersive experience with product tastings.
The pairing is worth noticing for what the beverage gets. Energy drinks sell on flavor, caffeine, and identity, and identity is the expensive part to build. A couture dress is a shortcut. It borrows a designer's authority and turns a flavor into a silhouette people can photograph.
The two-day experience matters as much as the gown. A runway moment lasts minutes, and a room where fans can taste the product turns that moment into a purchase decision. The gown supplies the photo, and the Coven Club supplies the sip.
Beverage brands have spent years borrowing sports and music for cool. Fashion is the next neighbor to knock on, and Alani Nu just showed up with a dress.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
