Here's a clever little stunt that had tongues wagging. During Amsterdam Fashion Week, a new designer was launched, called "Frank". Press kits were sent out and all the right people were there to watch the show, the buzz was "it might be a new Victor & Rolf" or maybe even "a new Dries van Nooten". Only seven people working on this knew what it really was about. The show was different, and at the very end... The reveal. Zeeman sells inexpensive clothes, it doesn't cost a fortune to be fashionable.

(the video is in Dutch, but it has subtitles on youtube)