What if the next big thing in fashion wasn’t a new designer, but the package the outfit came in?
Mondi, a global leader in sustainable packaging and paper, is taking centre runway in the world of fashion eCommerce with the launch of its new marketing campaign ‘Mondi Fashionverse’. With sustainable eCommerce packaging that elevates the unboxing experience, Mondi helps fashion brands strengthen customer connections through paper-based solutions that ensure product protection and efficiency across the fulfilment chain.
Mondi has extended its corrugated converting capabilities in the UK and Central Europe through the recent acquisition of Schumacher Packaging’s Western Europe operations. The acquisition also expands Mondi’s eCommerce portfolio, adding solid board solutions and fanfold to an established range of papers, corrugated boxes and paper mailers – offering fashion retailers more tailored options than ever before.
Drop 1: Who are you wearing? “I don’t know, but it came in Mondi.”
During London Fashion Week, Mondi turned heads with a disruptive activation and the creation of street-style videos, in which fashion enthusiasts were asked, “Who are you wearing?” – to reply, “I don’t know, but it came in Mondi.”
Power of packaging. The stunt underscores a powerful point: in eCommerce, packaging is no longer a backstage detail – it is the first touchpoint and an integral part of the brand experience. As highlighted in Mondi’s annual eCommerce Trend Report 2025 (free to download here), the unboxing moment is a crucial factor in turning online shoppers into loyal customers.
Armand Schoonbrood, Mondi Group COO eCommerce, stated, “Fashion evolves at speed, and so does eCommerce. Mondi shows that packaging is not only a vital first impression but also a lever for innovation and sustainability. We are here to collaborate with brands, whether established or emerging, to create packaging solutions that reflect their values and resonate with their customers.”
Drop 2: Enter the Mondi Fashionverse
The second reveal of the campaign introduces the Mondi Fashionverse Designers – AI-generated talents who celebrate creativity, agility and the bold spirit of the fashion industry. Just as designers bring fresh ideas to the runway, Mondi’s paper-based packaging solutions bring innovation and sustainability to the digital catwalk of fashion retail.
The message is clear: Mondi is a partner aiming to help online brands deliver unforgettable, recyclable unpacking experiences.
Julia Rohracher, Senior Marketing & Communication Manager at Mondi eCommerce, commented, “With this campaign, we want to celebrate the creativity and energy of the fashion world while showing that Mondi is a true partner to our fashion customers. Our goal is to help retailers create packaging that is sustainable, agile and elevates the brand experience, while supporting their logistics and improving sustainability goals at the same time.”
Sustainable packaging is the new statement piece for online brands and retailers.
By launching Mondi Fashionverse, Mondi highlights a truth that online retailers know well: fashion brands are not solely judged by their designs, but also by how they arrive. For online brands, the importance of creating a genuine, joyous unpacking moment cannot be underestimated, as it has the power to elevate the entire consumer experience. With sustainability at the forefront, packaging is fast becoming the new statement piece in fashion eCommerce – and Mondi is here to help brands wear it well.
Photo/Mondi
RELATED NEWS
