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No. 21's Guerrilla Marketing

Milan-based designer Alessandro Dell’Acqua succeeded in generating added buzz around his label.

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FASHION GUERRILLA: Milan-based designer Alessandro Dell’Acqua succeeded in generating added buzz around his No. 21 label with a guerrilla marketing initiative.

Ahead of his fashion show, taking place today at 6 p.m., the designer sent to fashion journalists, models and socialites a cotton gray sweater with the label’s logo in pale pink — sure to become the season’s must-have. The promotional activity’s success is confirmed by social networks — hundreds of images of girls wearing the sweater have been posted on Instagram and have been tweeted over the past couple of days.

A No. 21 spokesman also said that the label’s press office continues to receive requests for the gift and that a number of fashion retailers asked to carry the sweater.