To communicate the close connection between DHL and the fashion world we invented a new advertising medium: fashion itself. In cooperation with Michael Michalsky – one of Germany's most famous designers – we created a special haute couture collection: dresses exclusively made of original DHL packaging materials. Bringing to life our motto: "DHL – the perfect fit for the fashion world". The dresses were displayed on dummies at the DHL stand at Fashion Week and worn by hostesses. An elaborate fashion shoot with our dresses provided the motifs for our print material, such as posters, invitation cards, a calendar etc, and the online campaign.

At Fashion Week, the dresses were a highlight for the press and the fair audience. They caused a lot of traffic at the DHL stand and generated contacts with new business partners.