May 19, 2018 | By Nicole McLennan
With New York Fashion Week just wrapping up, there’s ample news out there (and on our site) about all the trends that went down. But what about the highlights that happened off the runway? We’ve collected some of the best events, collaborations, and concepts that were accessible to all throughout the fashion-filled week.
Nike x Virgil Abloh
To celebrate the collaboration between Nike and Virgil Abloh, the duo set up an activation called ‘Off-Campus’ on Wall Street throughout NYFW. The concept went beyond just simply launching a collection, the team created an educational element that was super hands on. Intimate classes including things like a t-shirt workshop where participants could deconstruct and reconstruct vintage Nike tees to create their own (this was the one I did and it really was a special experience) and wearable sessions where you could make an image book of fabric applications.
Everlane has the massive waiting lists to prove they know how to engage their customers and give them what they want. To coincide with NYFW, the brand opened its Denim Counter Pop-Up to launch a new line of ethically-made denim. The physical space featured interactive audio and VR technology placed alongside a wide range of denim options that customers could purchase in store; a treat considering the online waiting list is currently 45,000 strong! And in the name of research, I also happened to purchase the $68 pair of jeans.
Pornhub + Richardson
What happens when the most-popular porn site and one of the coolest underground streetwear brand collaborate? Pornhub and Richardson teamed for a runway event featuring strippers, dollar bills and the infamous porn-star, Asa Akira. The show, albeit unconventional, was refreshing in its approach to counter the traditional runway format and was used to promote their collaboration – from branded tote bags to a thong one-piece.
29 Rooms by Refinery29
Refinery29’s annual Instagram-worthy NYFW event, 29Rooms, returned to Brooklyn with a bang. A diverse group of brands from Aldo to Dunkin Donuts as well as artists such as Alexa Meade and Jonathan Rosen teamed up to create activations that packed a bit of fun and whimsy into the experience. The space was infused with endless inspiration as well as opportunities for social media moments (if you didn’t Instagram, did it even happen?) and social cause – for example, in one of the rooms, Refinery created 20,000 postcards for the Women’s March, which they will be mailing to national reps too.
Stay tuned for our Youtube video- featuring the annual event as a case study for the future of experience.
Rag & Bone disappear (for a good reason)
Sidestepping the traditional format, Rag & Bone offered audiences an innovative display of next season’s clothing via an inspiring selfie photo series. Leveraging the many friends of the brand, it enlisted a roster of impressive faces to create self-portraits. The brand then added a charitable element to the initiative, offering a donation to a charity of choice from each of the semi-famous faces featured in the campaign. This was a particularly timely venture as some of the donations were made to Hurricane relief efforts.
GREY Jason Wu at Cadillac House
Grey is the new ‘it’ colour, according to designer Jason Wu. To celebrate the launch of his custom shade with The Pantone Color Institute and his SS18 collection, the designer established a multisensory pop-up experience for the fashion crowd at the Cadillac House. Featuring manicure bars, yoga classes, and many other cool happenings, the two-week event was a creative fusion of fashion, wellness and culture – and it’s still going on until the 24th September!
Nicholas K Instagram Launch
There’s nothing that can dampen the relentless spirits of the fashion industry—not even a fire. After their studio erupted in flames during the the start of fashion week, Nicholas K proved the show must go on. Despite the unforeseen circumstances, the brand suffered only a minor hiccup. They had luckily already shot the collection, having planned to upload the imagery to Instagram, which would serve as the format for this season’s show. Six days after initially planned, the brand released 33 images across its feed in the span of one hour’s time.
The Curvy Con
Taking place at the stage of fashion week, the two day conference brought the conversation around diversity into action. With a range of brands and influencers in attendance sessions varied from sponsored brunches and private runway shows, to girl boss panels and shopping events.
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