Perfect fit: Neckwear ties in with New Gents

Paris – American film-maker and designer Alexander Olch has created three exclusive accessories for a pop-up shop inside Parisian boutique Colette.

Colette hosted a meet-and-greet evening with Olch to launch the collection, at which he showed guests how to wear a tie in the correct way. A perfect fit for New Gents, the scarf, tie and bow-tie in the collection all feature Colette’s signature white and blue colouring. They will be on sale alongside various other pieces by the designer until the end of January.

A growing number of brands are realising that live events such as this are a great way to engage with consumers. For more examples, see our Conviviality Culture macro trend.