Unlike most runway looks, the strapless minidress made of DHL tape that Gigi Hadid modeled for Vetements could easily be recreated at home.
However, Vetements is not infringing on DHL’s intellectual property, as the two brands have been collaborating since 2015.
Hadid’s DHL dress for Vetements’ anniversary show was not a surprise for the Bonn, Germany-based shipping giant, according to Arjan Sissing, head of group brand marketing at DHL Group.
“We found it incredibly exciting and well-aligned with our own brand’s 55-year anniversary that we celebrated last week. We provided the necessary red and yellow DHL packing tape so Vetements could create this striking dress,”
Sissing explained.
The partnership between Vetements and DHL began in the fall of 2015 when the European label unveiled a DHL T-shirt during Paris Fashion Week for its Spring 2016 collection. This collaboration was also preapproved and stemmed from the interactions that Demna and Guram Gvasalia, the founders of Vetements, had with DHL as their logistics supplier.
Although Demna Gvasalia left the brand in 2019, DHL and Vetements continue to collaborate on unique styles when the timing and themes align for both parties.
The excitement surrounding Hadid’s DHL dress has been palpable on social media. As of Wednesday, a runway clip of Hadid posted on Instagram had garnered over 350,000 likes.
“The internet has gone wild since then. We have seen many excited posts from users all around the world celebrating Gigi Hadid wearing the DHL tape dress, which we absolutely love and appreciate,” Sissing shared.
Some media outlets have compared the DHL dress to the taped-up bodysuit that Kim Kardashian wore for Balenciaga’s Fall 2022 runway show. Demna is also the creative lead at Balenciaga, where Kardashian was wrapped in yellow crime scene-inspired tape marked with “BALENCIAGA.”
Stan Herman, a designer known for creating uniforms for major companies like JetBlue, FedEx, and McDonald’s, understands the impact of branding. He recalled TWA’s introduction of paper uniforms for flight attendants in 1968: “They thought it would be very functional. They wore them for special international flights and got lots of publicity for it.”
However, these uniforms proved hazardous in an era when smoking was allowed on commercial flights. “They didn’t catch on but did catch fire,” Herman chuckled. “TWA suddenly realized how silly they were.”
Returning to DHL and Vetements, Sissing noted that they typically do not disclose specific details about their agreements. Since the debut of the DHL shirt on the Vetements runway in 2015, DHL has observed how people enjoy incorporating its logo into their fashion statements. This trend extends beyond just their employees; Sissing mentioned that “DHL has become an essential part of consumers’ everyday life both as a piece of their wardrobe as well as a trusted partner delivering their e-commerce shopping.”
