How 1309SR's Creative Carpool Activation Made Waves at Paris Fashion Week

8th March 2025

Paris Fashion Week (PFW) is known for its opulent shows, but one young shoe brand, 1309SR, made a lasting impression with an unconventional activation. Co-founders Serge Ruffieux and Émilie Faure turned the hustle of PFW into an opportunity by offering editors a "carpool" between shows. This wasn’t just a ride; it was a curated experience in a black van adorned with the brand's logo.

Over two days, Ruffieux and Faure transported editors from show to show while presenting their AW25 collection, which included the Medusa mule strap and Copy sock boots. The experience also featured a private screening of As Seen On TV, a short film directed by @RickDick, an Italian artist known for his AI-generated memes.

Creative Presentation on the Move

The "traveling presentation" was a clever, resourceful move. With limited budgets, small brands like 1309SR face difficulty competing with the extravagant spectacles of big names. Instead of hosting a traditional show, Ruffieux and Faure brought their creations directly to editors during the chaos of PFW. The intimate nature of the carpool, mixed with the brand’s exclusive presentation, provided a memorable experience.

The short film further pushed boundaries by combining high fashion with digital culture. The integration of memes with luxury speaks to the evolving nature of fashion, blending digital and physical worlds to engage today’s audience.

The Relevance of Creativity Over Convention

This activation highlights a significant trend in the fashion industry: prioritising experience and authenticity over size and spectacle. Ruffieux’s idea of presenting while on the move speaks to today’s fast-paced, time-starved fashion world. It’s a nod to inclusivity and creativity, with editors not just viewing fashion but living it.

1309SR's carpool activation proves that even with limited resources, small brands can stand out by offering something personal and unexpected. It sets a new standard for future activations at PFW and shows that innovation, not scale, can drive relevance in today’s fashion landscape.