The Activation
The VMAs have a strict NO OUTSIDE FOOD policy, but there’s one big loophole: if you wear it, anything goes. As one of the main sponsors at the 2022 VMAs, Instacart wanted to show up with cultural impact, driving buzz and own-ability on the celebrity-filled night. To do that, our team “hacked” the show by bringing in celebrity favorite snacks via a custom designed dress onto the black carpet and into the show. The icing on the cake? Getting SNL’s Chloe Fineman to be our muse and model.
Together with the innovative design team at ThreeASFOUR, we created this one of a kind Cart Couture dress inspired by the metallic feel of a cart and made with over 222,000 pieces of candy. To help share the love to celebs and fans alike we also included detachable clutches filled with snacks so they wouldn’t go hungry during the awards show.
Awards
2023 Effies for Brand Integration & Entertainment Partnerships
2023 Webby Awards Honoree
Press
ADAGE - 'SNL' STAR CHLOE FINEMAN WEARS AN INSTACART DRESS FOR 2022 MTV VMAS
BUZZFEED - We Asked Celebs At The VMAs To Reveal The Most Expensive Thing They Were Wearing
VOGUE - MTV VMAs 2022: Fashion—Live From the Red Carpet
NYFW - The #VMAs has been notorious for its out of this world fashion on the red carpet…
HARPERS BAZAAR - Every Outrageous Look from the 2022 MTV VMAs Red Carpet
JEZEBEL - The 2022 VMAs Red Carpet: All the Otherworldly Looks and the Ones That Failed to Launch
PAGE SIX - Chloe Fineman wears ‘cart couture,’ hands out candy on MTV VMAs 2022 red carpet
NHL (NJ DEVILS) - Mercer With Chloe Fineman | VMAS
