This NYFW
The return to the runway and high-profile moments for behind-the-scenes styling
New York Fashion Week (NYFW) was once criticized for being too commercial, featuring brands whose designs are more suited to shelves than runway shows. Not this year. At September’s spring/summer women’s week, proceedings were friskier than in seasons past, with the returning of Proenza Schouler and Rodarte that had previously shown in Paris and Ralph Lauren’s 50th-anniversary show, a spectacular affair in Central Park. Some of the most exciting developments also involved men’s collections launched by womenswear designers, a testament to the increasing power of the male shopper. The best came from The Row, which unveiled a line of exquisitely tailored oversize clothes with the best fabrics and techniques from around the world and an aesthetic completely their own.
The event went beyond the shows as beauty and haircare brands used social media marketing to shine a light on the once-overlooked aspects of NYFW and enable customers to see their products in new ways. As the brand of choice for several designers, NYX products were found organically on Instagram Stories of designers, models, and media reps. Stylists broadcasted tutorials on Instagram Live while models snapped their looks before and after the show to document the lasting power of the red and berry lipsticks and cheek stains that complimented Ostertag’s jewel-toned collection. In addition to backstage stories and influencer partnerships, TRESemmé also tapped into looks found on the streets—a wealth of some most liked content post-NYFW.
Sources: Monocle (September 12, 2018) | L2 Daily Insights (September 18, 2018) | Image: Randy Brooke/Getty