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Fashion Show + Prescription Pill Promo = Whaa?
By: Dwayne W. Waite Jr.
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Give it up to the fashion industry for constantly keeping people in advertising on their toes. We appreciate the fashion folks, for fashion and advertising have a lot in common. Both industries can mold a "love it or hate it" mentality, both industries have more behind-the-scenes work than people realize, and both are known for working excessively and partying harder.

And both have a love for creative thinking.

Enter Betsey Johnson.

Betsey is not new to the fashion world, yet she continues to provide surprises. This year's Fashion Week is no difference. She sent invitations to see her Spring/Summer line by converting a prescription pill bottle to "one-a-day Betsey" pills. The instructions encourage invitees to take one a day (they are actually breath mints) and enjoy seeing her spring line.

With an industry that has been fighting the stereotypes of thin, pill-popping models, we saw this as a very interesting choice. Perhaps because this invite was sent to fashion insiders, and those people know the truth about the industry, they would not have found this offensive. 

Either way, after crawling some fashion-focused sites, no one seems to think this is a big deal. Which is a relief, in a "glad no one is easily offended" kind of way.

Props to Betsey and her team for coming up with an unique concept that has received nothing but adoring attention. And even bigger props to the fashion industry for appreciating Betsey's creativity rather than being Debby Downers.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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