Tupperware - the ultimate in retro cool

Tupperware clear heels would have been the last thing on anyone's mind at a 1950s party. Picture / Reuters

Tupperware, the ultimate expression of retro-cool and the company that introduced parties to sell its plastic containers in the 1950s, has become one of the more surprising labels to show its latest designs at New York Fashion Week.

The company has made orange plastic headbands and 5cm transparent heels for shoes from Cynthia Rowley, who exhibited her designs at the event.

Tupperware products were in gift bags handed out to celebrities at the gathering of the most influential people in the fashion industry.

Its involvement with New York Fashion Week is just one of its initiatives to remake the image of the 59-year-old company, which is suffering from declining popularity of its traditional house parties and from the fact that householders cook less and tend to throw out leftovers rather than store them.

The company has modernised the look of its plastic gadgets and has also encouraged its sales reps, who demonstrate products at parties and receive a cut of any sales, to freshen-up their events - for example by throwing cocktail soirees.

Tupperware has thrown its own parties to which it has invited celebrities.

Rick Goings, chief executive of the Orlando-based company, said he took the revamp of Cadillac as his model to reinvigorate Tupperware, saying: "We have to start hitting it with the fringe, hip culture.

- INDEPENDENT