Beinghunted. Project
Creative Direction

Juun.J & GORE-TEX Campaign for FW23

Off-White & GORE-TEX at Paris Fashion Week

Virgil Abloh with Gore-Tex bags at his 2018 Paris Fashion Week runway Show

Paris Fashion Week – FW18

Off White is an Italian luxury fashion label founded by Virgil Abloh in 2014. Since establishing the brand, Abloh has manifested himself to be one of the most influential contemporary designers. He has collaborated with a broad spectrum of brands and was appointed Artistic Director of Louis Vuitton menswear in 2018. For F/W 2018, Off White first introduced Gore-Tex products in its collection. The bold styles, that were constructed using the completely waterproof and breathable fabric, were shown as part of Off White c/o Virgil Abloh’s runway show during Paris fashion week.

To announce and activate the important partnership between Off White c/o Virgil Abloh and the Gore-Tex brand within the fashion world, Beinghunted. devised a give-away – co-branded bags designed by Abloh – that were released to attendees of Off White’s F/W 2018 runway presentation. The underlying concept for this give-away bag was to create an item that would be instantly used/worn by the fashion elite – becoming the IT-item during the Paris presentations and fashion shows.

The various stages of the project – handout / runway show / backstage / street – were captured by renowned fashion and street-style photographer Adam Katz Sinding.

Photos of celebrities as well as stylish guests appeared in numerous online magazines such as GQ, Vogue, Vogue, Hommes, WWD Japan, etc. and spread via social media and online platforms.

Vogue nominated contemporary pop artist Takashi Murakami “best dressed man” during this Paris fashion week. For the story, Vogue used a picture from the Off White presentation showing Murakami with the Gore-Tex bag.

Client: W.L. Gore Year: 2018 Place: Paris, France Services: Creative Direction