The pen-maker makes a fashion statement with NYFW brand sponsorship move and Nicholas K runway tie-up
Aiming to make writing fashionable again, Pilot Corporation of America has launched a two-pronged strategy which guarantees its presence at the prestigious New York Fashion Week. While its first initiative entails a collaborative partnership with designer Nicholas K to resurrect the beauty and power of the pen as part of the creative process as well as an accessory, its second NYFW-inspired measure involves Pilot signing on as title sponsor of the GBK NYFW celebrity gift lounge.
In a bid to solidify the strength of the marque, celebrities, stylists, designers, fashion influencers, and the brand’s social media followers visiting the lounge will be encouraged to embrace their personal signature style by selecting from Pilot’s eclectic range of products, their ideal writing instrument. Guests also stand to participate in its charitable #SignatureCause exercise.
“At Pilot, we believe that writing instruments are truly tools for self-expression. The right pens help inspire the imagination, and are integral to the creative process,” said Ariann Langsam, Director of Marketing for Pilot Corporation of America.
“Think about it. Your handwriting expresses more than just your words—it expresses your personal style. What better way to bring the creative process and personal style to life than through a Nicolas K original dress adorned with the ultra-modern Acroball PureWhite pens, and two edgy harness sling bags adorned with either Acroball PureWhite, or black FriXion Clicker Erasable pens gliding down the runway at the opening show of fashion week. It’s a celebration of the power of the pen.”
Held at Skylight Clarkson Square on opening night, for the second consecutive year, Nicholas K created signature looks featuring Pilot pens for her NYFW runway show collection. Initially sketched with Pilot’s Acroball PureWhite pens, the white runway dress features white barrels and silver grips for a modern look. The piece was appliqued in the front and back with more than 200 of these Acroball pens.
Leading with the idea that the pen is an accessory, the designer also decked two of her iconic bags—the Brando Pack—with more than 150 Pilot pens. One is decorated with silver and white Acroball pens while the other with the black FriXion Clicker erasable gel ink pen, her favourite drawing pen as it is now an integral part of her design process. Allowing her to draw in ink, erase, and make style changes easily, the latter has been named the official drawing pen of Nicholas K.
Meanwhile, Pilot’s celebration of ‘signature style’ will continue as the title sponsor of the GBK NYFW celebrity gift lounge, where A-listers and media influencers will be encouraged to find out which Pilot pen best fits their personal writing style. Pens from Pilot’s Acroball PureWhite, FriXion Clicker, and MR Animal collections will be on display for GBK lounge attendees to experience at the ‘Inspiration Station.’
In line with the above, celebrities will be invited to use their preferred pen of choice to write down their signature cause or the name of their charity of choice. They will then be given the opportunity share a photo of the hand-written ‘Signature Cause’ card on social media using #SignatureCause. The charity which receives the most engagement via likes, shares, retweets, and comments will receive a $5,000 donation from Pilot in the celebrity’s name.