The Brief

‍Introduce the W Collection by AAFETTI through an immersive launch experience that reflected the brand’s commitment to craftsmanship, emotional storytelling and modern couture, positioning the collection as intimate, expressive and aspirational within the luxury fashion space.

The Strategy

‍The launch was designed as an experiential fashion moment rather than a traditional runway show. A runway presentation was seamlessly integrated into a curated five-course dinner, creating an intimate setting where guests could experience the collection up close and in motion.

This format reflected AAFETTI’s philosophy of couture as something deeply personal and wearable. Each piece in the W Collection embodies hundreds of hours of handcraft, balancing strength with softness and joy with depth. By placing the garments within an immersive dining environment, the event allowed guests to engage with the craftsmanship and storytelling behind each design in a way that felt both authentic and memorable.

Experience & Influencer Engagement

A curated guest list of influencers and cultural tastemakers was central to amplifying the event. Invited creators experienced the collection within the intimate dinner-runway setting, capturing organic content throughout the evening and sharing their personal perspectives with highly engaged digital audiences.

The structure of the event encouraged natural storytelling, guests documented the atmosphere, the movement of the garments and the detail of the craftsmanship, generating premium lifestyle content that extended the reach of the collection across social platforms.

Professional photography and videography also captured the evening, producing high-quality visual assets for ongoing digital storytelling and ensuring the experience continued to resonate beyond the live event.

Results at a Glance

The launch generated 96 pieces of influencer and digital coverage, contributing to a combined potential audience reach of 10.3M. Content from the event is projected to achieve 967K estimated lifetime views, driven by strong engagement across influencer channels. Social content shared during and after the event generated 105K total engagements, including likes, comments and shares, demonstrating strong resonance with fashion and lifestyle audiences while extending the visibility of the W Collection well beyond the event itself.