Hunkemöller stages first click-and-buy fashion show

Lingerie giant Hunkemöller staged a click-and-buy fashion show for the very first time last week with the fast-expanding Dutch company showing a selection on pieces in the Afas Live concert hall in Amsterdam.


With lingerie sector peer Victoria’s Secret regularly achieving major press and social media coverage for its own annual star-studded fashion show, and Etam also regularly taking to the runway, the Hunkemöller event underlined how fashion shows are a key marketing channel for intimates labels.

The show last week was hosted by top model Doutzen Kroes (adding an extra tick in the plus column when it comes to PR for the show), along with company CEO Philip Mountford.

The show was broadcast live globally on the brand’s social media channels with shoppers able to add individual pieces to their wish list so that they could purchase directly after the event was over. The click-and-buy video remains online and is still shoppable.


Alongside lingerie, the collection on show featured nightwear and swimwear, in a palette of green, black, red, white, pastels and metallics, all under the theme of a tribute to women and female empowerment. 

Hunkemöller is Europe’s leading and fastest-expanding lingerie brand, with 830 stores in 25 countries.

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