'SNL' star Chloe Fineman wears an Instacart dress for 2022 MTV VMAs

Instacart wanted celebs to be able to snack during Sunday nights event

Published On
Aug 29, 2022
Chloe Fineman in Instacart snack dress at MTV VMAs

Editor's Pick

We were wondering why Chloe Fineman's MTV VMAs dress was so ugly—it was filled with snacks. 

The “Saturday Night Live” star walked the VMAs 2022 red carpet Sunday in a unique silver dress that allowed her to deliver celebs’ favorite treats—ihips, gummies, candy, dried fruit and more—straight to the red carpet. 

The dress was created in partnership between Instacart and fashion brand threeASFOUR. They leaned into the insight that the VMAs don’t allow anyone to bring food into the event, so the “Cart Couture” dress was made with interactive jelly bean-shaped clutches that could hold snack items. 

It was crafted out of holographic vinyl, holographic PU, silver nylon, metallic organza, organdy, duchess satin and Poly-fil to imitate a cart and popular snack packaging in a fun way. The look is an extension of Instacart’s "The World Is Your Cart" push, its biggest-ever brand campaign, created with Droga5. It also includes a spot starring Lizzo that debuted at the VMAs after her performance. 

The campaign aims to attract younger users, boost product discovery and increase basket sizes. It centers on the brand's browsable, shoppable product collections called "Carts," which are curated by pop culture personalities, retailers and creators to showcase their favorite products. 

Sunday night’s award show included another quirky piece of food fashion–a Burger King crown worn by rapper Latto during her “It’s Given” performance.

Credits

Date
Aug 29, 2022
Instacart

Need a credit fix? Contact the Creativity Editors