KitchenAid has been a leader in color and design for over a century. But recently, competitors have been aiming to dethrone the brand by releasing their own similarly colored and designed products. So to win the hearts and headlines of major design heavyweights and prove our design leadership to copycat competitors for the launch of our 2023 Color of the Year - we put our appliances on display during one of the biggest design events in the U.S. - New York Fashion Week.

We stopped looking to design trends to influence our products and started looking to our products to influence design trends. Together with world renowned fashion designer, Marta Del Rio and five New York based up-and-comers, we transformed a 100+ year old design icon into 12-pieces of icon haute couture and created an event to launch the full collection on the eve of New York Fashion Week, before all the biggest names in design could launch theirs.

It might be hard to believe that the KitchenAid Stand Mixer has anything in common with Dior, Saint Laurent and Alexander McQueen. But they all have iconic design elements. So when Hibiscus, our 2023 Color of the Year, was set to be revealed on the same day that the biggest names in design drop their collections during New York Fashion Week, we wanted to put our design credentials to the test. Reclaiming our design leadership from copycat competitors and winning over NYFW’s audience of writers, editors, celebrities, influencers, and even other designers with our iconic appliances.

We transformed our iconic appliances into 12-pieces of haute couture, launching the collection on the eve of New York Fashion week, before the biggest names in design even hit the runway. The collection took the stage during an event that everyone thought was a 90+ minute fashion presentation, but was actually a 90+ minute kitchen appliance launch.

To ensure fashion and design outlets would cover these efforts, we took over the #1 place they go to source content during NYFW: Getty Images. We uploaded 4000+ photos and videos of our product launch event throughout the week so fashion and design editors who thought they were downloading NYFW content, were really downloading a press package.

We even opened editorial rights so coverage was free for media outlets and for KitchenAid. An event that hacked Getty’s fashion week coverage, turning it into a media hub for Kitchenaid’s product launch.

Kitchen Couture garnered 1.6 Billion earned media impressions in just 24 hours

500+ unique press downloads

Of the 425 unique earned media placements, 72% of them were from fashion and design outlets

#1 most talked about appliance brand during NYFW

200% website traffic increase compared to last year’s launch