The backstory: MTV Music awards do not allow any external food or drink, only the clothes on your backs. Guests are often left upwards of 3 to 4 hours with no food or drink. The solve: Instacart would design a couture gown that could hold snacks throughout built-in pockets, a loophole for carrying in some much needed bites.

We worked with fashion designers Three by Four to create the gown that would eventually be worn by comedian/actress Chloe Fineman. Upon completion of the gown, we held a photoshoot with talent to capture glam shots before the dress was off to the red carpet.

Agency: Droga5

Client: Instacart

Photographer: Virginia Kluiters