Why luxury brands are offering exclusive experiences

01/22/2020

Dj Bo Daley at Prada Mode Paris. Photo by Jacopo Raule/Getty Images, courtesy of Prada

Although Prada isn’t taking part of the Paris Haute Couture Week, the name of the Milanese fashion house is on every fashionista’s lips thanks to the ultra-exclusive pop-up club Prada Mode Paris, where the few lucky ones mingled and partied. Now talk about exclusivity!

Prada Mode, the members-only club to go during Paris Haute Couture

Prada Mode Paris at Maxim's. Photo courtesy of Prada

It’s the fourth time since 2018 that the Italian luxury label has hosted its travelling social club during cultural events around the world. The first two were during Art Basel; in Miami Beach and Hong Kong, then at Frieze London and now in Paris. During two days only, Prada offered to the handpicked VIP guests a unique cultural experience, with live music performances, discussions, artworks, dining and parties.

Prada Mode, the members-only club to go during Paris Haute Couture

The atmosphere during Prada Mode Paris. Photo by Pietro S. D'Aprano/Getty Images. Courtesy of Prada

For its Parisian edition, the luxury label invited around 1000 people to Maxim’s, the iconic and super chic Art Nouveau restaurant where the ones like the Duke and Duchess of Windsor used to dine. Gigi Hadid, Kaia Gerber, the French actress Adèle Exarchopoulos, Giovanna Battaglia and the frontman of the Scottish band Franz Ferdinand, Alex Kapranos, were among the lucky few guests.

Prada Mode, the members-only club to go during Paris Haute Couture

Orson Fry, Alexa Chung and Derek Blasberg attend the dinner co-hosted by Prada and Vogue Paris. Photo by Jacopo Raule/Getty Images, courtesy of Prada

Miuccia Prada explained that “Mode is one of these events, offering a familiar place to extend the art experience into the social; a place where people are welcome to think freely and discuss, not forget to have fun.”

But more than that, Prada Mode is the ultimate sign of exclusivity. Whereas a designer It bag is a status symbol anyone with enough money or Instagram followers can have, ( did anyone mention the Dior Saddle Bag and social media backfire?), being part of the members-only club is an experience that money can’t buy.

Prada Mode, the members-only club to go during Paris Haute Couture

Veronika Heilbrunner and Caroline Daur attend Prada Mode Paris. Photo by Pietro S. D'Aprano/Getty Images, courtesy of Prada

More and more, luxury brands are investing in creating unique experiences to make their consumers feel special and thus become more loyal to the labels.

Prada Mode, the members-only club to go during Paris Haute Couture

Ludivine Sagner, Emmanuelle Alt and Jeanne Damas. Photo by Jacopo Raule/Getty Images for Prada

The British luxury brand Alfred Dunhill, for example, has its own private club at the former home of the Duke of Westminster. Giorgio Armani is another brand offering membership to the private club Giorgio’s, in Milan. And Ralph Lauren offers not only membership to its members-only club Palazzo Ralph Lauren but also unique benefits such as shopping from exclusive collections and getting priority reservations at all Ralph Lauren restaurants.

After all, who doesn’t like to be spoiled and feel special?

Keep scrolling to see who else Prada invited to the exclusive club.

Prada Mode, the members-only club to go during Paris Haute Couture

 Estelle Chemouny and Kaia Gerber

Prada Mode, the members-only club to go during Paris Haute Couture

Camille Charriere and Amina Muaddi

Prada Mode, the members-only club to go during Paris Haute Couture

Helena Bordon and Chiara Mastroianni

Prada Mode, the members-only club to go during Paris Haute Couture

Lauren Santo Domingo and Brigitte Lacombe 

Prada Mode, the members-only club to go during Paris Haute Couture

Giovanna Battaglia and Bianca Jagger

Prada Mode, the members-only club to go during Paris Haute Couture

Gigi Hadid and Claire Thomson-Jonville

CS

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