Well, it’s September, so you know what that means. Another New York City Fashion Week in the books as fashion’s elite descended on the Big Apple from all over the globe to mingle, party, catwalk — oh, and see clothes too.
Amidst a week saturated with countless fashion shows, presentations, launch parties, and events, brands did their best to break the clutter and stand out. They spent months brainstorming new storytelling and planned fresh and inventive immersive experiences in hopes to engage their target audiences.
Maintaining brand loyalty and attracting new customers are the ultimate goals, and brands created whatever they could to achieve those goals. After all, it’s all about making money.
Here are a few events that made a lasting impression on us.
Refinery 29: 29 Rooms
For the third year in a row, Refinery 29 threw an insanely, awesome event called 29 Rooms. This wacky funhouse in Williamsburg, Brooklyn was a curated celebration of style, culture, and technology. The fashion website partnered with amazing brands like Ulta, Aldo, Dunkin Donuts, and Cadillac x Jason Wu and celebrities Jake Gyllenhaal and Emma Roberts to create unique displays and experiences. They pretty much made every room Instagram-able, so social media sharing was through the roof!
Fenty x Puma: Fashion Show
There’s something to say about a star who is so big, she only needs one name. We’re not talking about Madonna here, it’s Rihanna we love. This year, Rihanna opened her Fenty x Puma fashion show with daredevil motocross stuntmen who did death-defying tricks over mounds of bright pink sand. And the theatrics matched the drama of the eye-catching collection too, with futuristic athleisure pieces inspired by biking and surfing. Riri closed out the show the only way she knows how — with a bang! Riding on the back of a stuntman’s bike blowing kisses to the audience. We heart you, Rihanna.
Fashion Media Awards: Kardashian Kraze
The Daily Front Row is fashion’s digital news source for the latest industry news, trends, and designers. Every Fashion Week, they are the eyes and ears of what’s hot and what’s happening all over New York City. They also hold the annual Daily Front Row Fashion Media Awards, and this year they honored 21-year-old Kendall Jenner with the Fashion Icon of the Decade award. She was joined by sister Kim and mom Kris, and they weren’t the only stars in the crowd. The event was jam-packed with notables like Cindy Crawford’s kids Kaia and Presley Gerber, Rashida Jones, Lena Dunham, Diane von Furtsenberg, Ashley Graham, and more.