Gigi Hadid made headlines this Paris Fashion Week with a look that defied convention and redefined what we think of as clothing. Stepping onto the Vetements Spring/Summer 2025 runway, the supermodel commanded attention in a strapless mini dress made entirely out of DHL-branded packing tape. Yes, a material that is more commonly associated with securing parcels was transformed into a high-fashion moment—and what a moment it was.
The daring yellow and red ensemble wrapped around Hadid’s silhouette with a precision that accentuated her statuesque figure. The DHL tape wasn’t just confined to the dress; her pointed-toe heels were similarly encased in the same branded adhesive, ensuring her entire look was cohesive and unforgettable. Steering clear of accessories, Hadid let the dress do all the talking. Her clean, minimalist makeup and textured blonde bob complemented the audacious outfit, adding an understated elegance to the explosive visual impact.
Sharing the runway with music industry heavyweights like Travis Scott and J Balvin, Hadid’s moment was part of a star-studded evening that merged fashion and pop culture in spectacular fashion. The crowd, a mix of A-listers including Bella Thorne, Ice Spice, Normani, and Tom Daly, seemed captivated by the show’s audacity and creativity. Paris Fashion Week has always been known for its ability to turn heads, but Vetements ensured this year’s event would stand out as one for the history books.
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While the tape dress may seem like an avant-garde one-off, the concept is steeped in both humor and history. Vetements’ co-founder Guram Gvasalia clearly has a knack for blending the high and the low, the glamorous and the mundane. The brand’s playful relationship with DHL actually dates back to its Spring/Summer 2016 collection, where oversized T-shirts featuring the logistics giant’s logo made their debut on the runway. This penchant for elevating everyday items to high fashion reached a broader audience when Guram’s brother, Demna Gvasalia, carried a similar ethos to Balenciaga, creating pieces like bracelets resembling rolls of tape. It’s a signature that not only challenges the norms of what can be considered couture but also invites dialogue about consumerism and branding in modern fashion.
Hadid’s DHL tape dress instantly drew comparisons to other memorable runway moments that have pushed the boundaries of material and design. Who could forget Kim Kardashian’s 2022 Balenciaga look, where she was similarly wrapped in branded tape, creating an outfit that was as much a statement as it was a spectacle? Or Jeremy Scott’s Moschino designs inspired by unconventional materials like garbage, which redefined luxury with a playful, irreverent twist? The tape dress joins a legacy of fashion that embraces the unexpected, proving that innovation knows no bounds.
Yet, this isn’t just about the shock value or a clever use of adhesive. Vetements’ decision to send Hadid down the runway in a tape dress speaks to a broader shift in fashion. Influenced by DIY culture, sustainability conversations, and the democratization of style via social media, designers are increasingly looking to reimagine materials that might have been considered mundane or utilitarian. It’s a movement that says, ‘Fashion can be made from anything; it’s the vision that matters.’
Even outside the context of the tape dress, fashion’s fascination with unconventional materials isn’t new. Raf Simons incorporated custom-printed tape as part of his 2017 collection, and duct tape fashion shows have been a staple of creative expression in student and amateur design competitions. What’s different now is how high-fashion houses like Vetements are elevating these concepts to a global stage, making them aspirational rather than experimental curiosities.
For Gigi Hadid, this look marks yet another milestone in a career defined by versatility and an ability to adapt to the demands of high fashion. Whether she’s embodying timeless elegance on one runway or challenging norms on another, Hadid continues to prove why she remains one of the most sought-after models in the industry. Her willingness to embrace bold, even risky, designs like the DHL tape dress underscores her role as not just a model but a muse for today’s most innovative designers.
It’s hard to say whether a DHL tape dress will ever make its way to the average wardrobe, but that’s not really the point. What Vetements, and by extension Gigi Hadid, managed to achieve with this look was to remind us of fashion’s limitless potential. It’s an industry that thrives on reinvention, on taking the mundane and making it extraordinary. And for a single evening in Paris, a roll of packing tape became the epitome of couture.
The DHL tape minidress does more than just make a statement—it encapsulates the ethos of Vetements’ creative vision and the evolving landscape of modern fashion. Guram Gvasalia, the current driving force behind Vetements, has consistently demonstrated a flair for reimagining the ordinary into something extraordinary. By transforming a roll of branded tape into a couture-level ensemble, Gvasalia not only defied expectations but also invited a reexamination of what fashion can represent.
Throughout its history, Vetements has built a reputation for challenging the boundaries of design. Their Spring/Summer 2016 collection famously introduced DHL-branded oversized T-shirts as high fashion, a move that initially sparked debate but quickly became iconic. With the DHL tape minidress, the brand takes this concept even further, highlighting the versatility and humor inherent in its approach. This isn’t just about shock value; it’s about finding elegance and wit in the everyday. The dress itself, meticulously crafted to hug Hadid’s silhouette, is a testament to the level of technical skill and creativity required to turn such an unconventional material into wearable art.
The choice of DHL as a recurring motif is particularly significant, as it plays with the intersection of luxury and accessibility. DHL, a global shipping juggernaut, represents speed, connectivity, and functionality—all of which contrast with the exclusivity and artistic freedom often associated with haute couture. By merging these two worlds, Vetements blurs the lines between utility and luxury, making a bold statement about the democratization of fashion. The choice of Gigi Hadid as the model to showcase this piece further reinforces its impact; as one of the most recognized faces in fashion, Hadid’s endorsement elevates the tape dress from a conceptual experiment to a cultural phenomenon.
The DHL tape dress is also a reflection of a broader trend within the fashion industry: the celebration of unconventional materials. As sustainability becomes an ever more pressing concern, designers are increasingly looking to materials outside the traditional fabric spectrum. Items like tape, recycled plastics, and even industrial waste are being reimagined in ways that not only reduce environmental impact but also push the creative boundaries of design. Vetements’ use of packing tape aligns with this movement, showcasing how even the most utilitarian objects can be transformed into something extraordinary when viewed through the lens of innovation.
This trend is far from new, but it has gained significant traction in recent years. Designers like Raf Simons and Jeremy Scott have long embraced the use of unexpected materials, incorporating elements like custom-printed tape and garbage-inspired designs into their collections. Even outside the realm of high fashion, duct tape fashion shows and DIY competitions have celebrated the versatility of adhesive materials. What sets Vetements apart, however, is their ability to elevate these concepts to the level of cultural commentary. The DHL tape dress doesn’t just challenge the notion of what can be considered fashion—it also invites us to reflect on consumer culture, branding, and the role of humor in design.
Beyond its conceptual significance, the tape dress also speaks to the power of collaboration and storytelling in fashion. By partnering with a brand like DHL, Vetements creates a narrative that is both relatable and aspirational. It taps into the shared experience of modern life—where packages and deliveries are a constant presence—while simultaneously elevating that experience to the realm of high art. This duality is part of what makes the dress so compelling; it is at once familiar and extraordinary, a piece that bridges the gap between the everyday and the avant-garde.
Gigi Hadid’s role in bringing this vision to life cannot be overstated. As a model, she has consistently demonstrated an ability to adapt to the most daring and unconventional designs. Whether she’s walking for Victoria Beckham in a revival of ‘Atonement green’ or strutting down the runway in a DHL tape dress, Hadid embodies the versatility and fearlessness that define the modern supermodel. Her collaboration with Vetements is a natural fit, as both she and the brand share a commitment to pushing boundaries and redefining norms.
The DHL tape dress is more than just a bold fashion statement; it is a celebration of creativity, innovation, and the transformative power of design. It challenges us to see the potential in the unexpected, to embrace the playful and the unconventional, and to recognize that fashion is not just about clothes—it’s about ideas, emotions, and the stories we tell. With this look, Vetements and Gigi Hadid have reminded us that the runway is not just a stage for showcasing garments, but a platform for pushing the boundaries of what is possible in art and design.
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Gigi Hadid struts down Vetements runway wrapped in tape: Paris Fashion Week
Gigi Hadid walks the runway in a DHL packing tape mini dress
