Ah the gift bag, usually found under the hallowed seats of the first and second rows, they can be a highlight of attending fashion week. They can also be a complete wasteful showcase of stuff you don’t need, filled with teeny, tiny samples that might be appropriate for, oh I don’t know, a smurf.
This year’s VAMFF beauty partner is Priceline Pharmacy, a departure from previous years where we’ve seen premium brands like L’Oreal or Mecca Cosmetica partnering with the festival. With speculation rife on how the beauty aspect of the shows would work without a premium beauty partner, it turns out that Priceline has come to the fore with a range of products that are extremely accessible to the consumer. And as a consumer event, it’s a huge success.
So what do you get inside the gift bag under your seat? Well I have to say, having attended VAMFF for eight years now, this is by far and away the most generous offering I’ve seen at the festival. All of the products are full size and there’s roughly ten products, along with the obligatory samples, in each pack.
I’ve seen people go to all sorts of lengths to get their hands on a gift bag at fashion week, and sometimes I’ve even given mine away to people who are ready to pounce at the mere sniff of a free foundation sample (never in your shade).
This year I can understand if the elbows come out, because it’s pretty damn good!
Behold…
