GEICO Gecko Hits the New York Fashion Show Scene

NEW YORK--What’s the next step for a beloved Gecko who for over 10 years has captivated America and was even voted America’s favorite advertising icon?

“We thought it seemed like the perfect way to illustrate the connection between clothing and business and are proud to be included.”

For the next month at least, he’ll be stepping onto the stage of the New York City fashion scene, showing off his everyday work outfit.

Parsons The New School for Design invited the GEICO Gecko to be a part of its month-long “Workwear” exhibit is on view through March 5 at the Sheila C. Johnson Design Center at Parsons, 66 Fifth Avenue at 13th Street in New York.

“The thought of the GEICO Gecko costume being invited into a high-brow fashion exhibition hosted by one of New York’s most prestigious design institutions is truly an honor for us,” said Ted Ward, GEICO’s vice president of marketing. “We thought it seemed like the perfect way to illustrate the connection between clothing and business and are proud to be included.”

A UK-based creative team, Rebecca & Mike, was commissioned to create the display of mascot costumes from iconic U.S. brands including GEICO. The team said, “More than any other form of workwear, mascots are at the heart of commercial success, marketing and branding. We like the way that mascot suits immerse the worker, creating a totally fictional role for them to play out. Our hope is to make visitors think of workwear in an imaginative way, but also simply to give them something unexpected to smile about.”

The exhibition, which marks the launch of a new MFA program at Parsons, also includes iconic designs by Donna Karan, Savile Row’s Norton & Sons in collaboration with Turner Prize-winning artist Jeremy Deller, and several film installations. For more information, visit www.newschool.edu/workwear.

GEICO (Government Employees Insurance Company) – as part of Berkshire Hathaway – is the third-largest private passenger auto insurer in the United States*. GEICO provides auto insurance coverage for 9 million policyholders and insures more than 16 million vehicles.

As a member of the Berkshire Hathaway group of companies, GEICO is rated A++ for financial strength by A.M. Best Company and ranks at the top of several national customer satisfaction surveys. For more information, go to http://www.geico.com.

*A.M. Best 2008 market share data