Four people wearing lifelike masks crisscrossed Paris in a vintage customised Mini, visiting all the day’s major fashion shows and holding up the most fashion fashionistas for a smile. They hung posters featuring slogans such as, “Heels up!” and “Your leather or your life!”For the Lanvin show, our robbers, abetted by hostesses, created the surprise as uninvited guests. They involved the gathering fashion lovers by distributing Grazia toy flag guns bearing the message, “A Fashion Hold-up.” A digital communication strategy was put in place on Twitter, Facebook and Foursquare so Grazia’s online community could follow, share and comment on the Hold-up.

Over 15,000 stolen smiles during the event; 10,600 followers on Facebook.A “like” every two minutes.