09/22/2011 02:36 pm

Models help DHL put its best foot forward

Bringing front row fashion direct to your home!

DHL customers around Britain got a taste of the high fashion happenings at London Fashion Week when models donned DHL’s red-and-yellow polos and stepped out into the streets alongside the usual delivery drivers.

As the event’s Official Logistics Partner, DHL hired models to accompany DHL drivers on their rounds, packing parcels in warehouses and service centers, and touring the country in HGV cabs to keep Britain stocked up. Though the models were more used to catwalks than sidewalks, their high heels and glamorous hair added a bit of curb appeal to the deliveries they undertook.

Though they won’t be a permanent part of the DHL delivery scene, the models did help draw attention to the company’s role of providing logistics services for London Fashion Week for the fourth consecutive year. In less than a week, DHL ferried essential equipment to and from the 67 catwalk shows and 31 salon shows and presentations – often while handling last-minute deliveries.

“Fashion is the definition of a fast-moving industry, and DHL has a wealth of experience in ensuring that products get from the source, to the catwalk, then to the consumer as quickly as possible,” said Sue Perry-Whitehead Joint Head of the DHL Fashion Forum. “We know that not all of our customers can be at London Fashion Week, so we’re delighted to be bringing a little bit of front-row fashion direct to their homes and businesses.”

London Fashion Week is just one of the many worldwide fashion industry events DHL takes part, but so far the only one in which models are delivering the goods both on and off the runway.

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