Hosted at LAVAN, NYLON & Kate Spade New York Present NYLON Nights: Fashion Edition featured bold, bright pop art-inspired graphics.Credit: Getty Images for NYLON
NEW YORK—Starting this year, NYFW’s main venue went out of fashion—sorta.
After more than five years, IMG said so long to Spring Studios as the official hub of New York Fashion Week: The Shows for this most recent NYFW, which ran from Feb. 9-14. Part of the reason for the shift away from the TriBeCa space on Varick Street was that it couldn’t successfully accommodate the onslaught of activations and the influx of influencers.
Instead, IMG moved to the Starrett-Lehigh Building in Chelsea, which boasts an 18th floor that’s outfitted as an event space, as well as the floor below that could be dedicated to back-of-house logistics.
This year, IMG also introduced its first-ever consumer pop-up called NYFW: Backstage at 21 Greene. Here, partners like TRESemmé were on hand to offer the public a slice of fashion week.
An ongoing trend, unexpected brands like Adobe and GT’s Living Foods continued to partner with designers, introducing their products to consumers in unique ways.
Keep scrolling to see more events and activations from New York Fashion Week 2024...
The most recent NYFW ran from Feb. 9-14.
Photo: Bryan Bedder/Getty Images for IMG Fashion
IMG's NYFW: Backstage
This year, IMG introduced NYFW’s first-ever consumer pop-up called NYFW: Backstage at 21 Greene, held from Feb. 9-13. Daily programming and events included designer Q&As, live-streamed viewings of runway shows, IMG Models Get Scouted Studio, interactive experiences, official NYFW merch, and more.
Photo: Bryan Bedder/Getty Images for IMG Fashion
Similar to previous fashion weeks, guests could get styled at TRESemmé Style Studios.
Photo: Bryan Bedder/Getty Images for IMG Fashion
There was also custom embroidery.
Photo: Bryan Bedder/Getty Images for IMG Fashion
Pax.ink tattooed guests at the NYFW: Backstage pop-up.
Photo: Bryan Bedder/Getty Images for IMG Fashion
Attendees received complimentary coffee, cold brew, and more at the Bluestone Lane Café, along with Tony's Chocolonely in cheeky wrappers.
Photo: Bryan Bedder/Getty Images for IMG Fashion
IMG’s NYFW: The Talks
Once again, IMG hosted a series of conversations with industry thought leaders. Pictured: Vogue Runway’s Laia Garcia Furtado chatted with designers and co-founders of Eckhaus Latta, Mike Eckhaus and Zoe Latta, at 21 Greene on Feb. 11.
Photo: Bryan Bedder/IMG Fashion
Cetaphil
Skincare brand Cetaphil enlisted influencers and consumers from 14 different countries to be the “Face of Cetaphil.” The consumer attendees were the winners of a global contest that included a trip to New York City where they acted as on-the-ground correspondents alongside other global influencers. The attendees participated in two days of fashion week events and activations.
Photo: Courtesy of Cetaphil
Cetaphil partnered with fashion brand alice + olivia, offering access to the back of house, which featured a Cetaphil Backstage Skin Prep Station where the models’ skin was prepped with the brand's products. The models and makeup artists were able to sample Cetaphil while attendees got a glimpse into the behind-the-scenes of a show.
Photo: Courtesy of Cetaphil
Attendees experienced customized spa appointments with the brand’s Gentle Skin Cleanser, Moisturizing Lotion, and Moisturizing Cream to learn product application.
Photo: Courtesy of Cetaphil
A pop-up experience, in partnership with Highsnobiety and Chillhouse, helped attendees relax and refuel. The pop-up included free coffee and juices, mini facials and manicures, branded photo moments, and skincare consultations with board-certified dermatologist Dr. Kiran Mian and the brand’s medical team.
Photo: Courtesy of Cetaphil
Attendees posed for pics at the Cetaphil pop-up in partnership with media brand Highsnobiety and Chillhouse.
Photo: Courtesy of Cetaphil
YSL Beauty
YSL Beauty collaborated with Industria Creative to create the YSL Candy Shoppe, highlighting the brand’s Candy Glaze products. The event took place at a two-tiered loft, operated by ELM by Atelier Collective, on Lafayette Street in SoHo.
Photo: Courtesy of Industria Creative
Guests enjoyed a custom claw machine, on-site product engraving, a photo booth, candy confections, and signature cocktails.
Photo: Courtesy of Industria Creative
Of course, the YSL Candy Shoppe featured sweet treats.
Photo: Courtesy of Industria Creative
Guests got a peek into their future with a lip reading.
Photo: Courtesy of Industria Creative
The pop-up kicked off with a VIP evening that included a performance by Jack Harlow.
Photo: Courtesy of Industria Creative
Adobe x Christian Cowan Dress Powered by Primrose Technology
Adobe and Christian Cowan joined forces to unveil the first-ever wearable and electronically reconfigurable garment crafted using Adobe Primrose technology at the designer’s Fall/Winter 2024 show. See the dress in action.
Photo: Courtesy of Adobe
The design uses laser-cut polymer dispersed liquid crystal “petals” that electronically change appearance into animated patterns. Under each column of petals is an underlay with a flexible printed circuit board, allowing the petals to alternate and shift between shades of gray and ivory. A prototype of the dress was revealed at Adobe MAX 2023. With this garment, Adobe hopes to raise the bar for sustainability and customization in fashion, giving designers the ability to create multiple iterations of a singular garment.
Photo: Courtesy of Adobe
Black Beauty Roster x L’Oreal Groupe
On Feb. 9, Black Beauty Roster x L’Oreal Groupe hosted a Hair and Makeup Equity dinner in The Park Room at Park Lane. Beauty legends, policy makers, brands, and key stakeholders gathered to discuss issues facing the industry. Founded by Maude Okrah, Black Beauty Roster (BBR) is a DEI platform focused on bringing more diversity into the industry through education, opportunity, and advocacy.
Photo: Stefan A Photography for Black Beauty Roster
BBR CEO Maude Okrah, SAG-AFTRA Local New York president and national vice-president Ezra Knight, VP of DEI for L'Oreal Professional Products and Texture of Change Lead Erica Roberson, and model and actress Aweng Chuol chatted during a panel discussion at the dinner.
Photo: Stefan A Photography for Black Beauty Roster
Primark Pop-Up
Primark tasked CNC Agency (Coffee 'n Clothes) with creating a pop-up experience in SoHo that featured a custom build-out, product integration, style hacks inspired by TikTok trends, “girl math” tutorials, F&B, styling advice, and plenty of photo moments.
Photo: Courtesy of CNC Agency
Willy Chavarria x Parfums de Marly
On Feb. 9, Willy Chavarria hosted a runway show for his Fall/Winter 2024 collection at the Greenpoint Terminal Warehouse. Luxury fragrance brand Parfums de Marly partnered with Chavarria to provide the official scent—Haltane—for his presentation. Everything from the runway to the show notes was scented, including having each model spritzed with the woody scent ahead of hitting the catwalk.
Photo: Courtesy of Parfums de Marly
Christian Siriano x The Cocktail Collection
On Feb. 8, Christian Siriano put on his annual New York Fashion Week event at the Plaza Hotel replete with cocktails from Diageo’s ready-to-serve Cocktail Collection, including the newly launched Astral Margarita, Ketel One Espresso Martini, the Ketel One Cosmopolitan, and the Tanqueray Negroni.
Photo: Noam Galai for Getty Images
NYLON Nights: Fashion Edition
On Feb. 8, BDG, publisher of NYLON, returned with its tentpole event, NYLON Nights.
Credit: Getty Images for NYLON
The event featured an immersive infinity tunnel by Kate Spade New York that included a colorful explosion of florals.
Photo: Afrik Armando
Hosted at LAVAN, NYLON & Kate Spade New York Present NYLON Nights: Fashion Edition featured bold, bright pop art-inspired graphics.
Credit: Getty Images for NYLON
Baileys served up signature cocktails: The Baileys Espresso Martini, the Baileys Thin Mint, and Baileys Velvet Rouge. The liquor brand also unveiled its jewelry collaboration with Ian Charms.
Credit: Getty Images for NYLON
L.A.-based artist, Mr Dripping, created a live drip painting inspired by Velveeta cheesy goodness.
Photo: Afrik Armando
Eckhaus Latta x GT’s Living Foods
GT’s Living Foods made its NYFW debut to celebrate its latest innovation, AURA Collagen Tea. The brand partnered with Eckhaus Latta, offering the fashion brand’s models, makeup artists, hair stylists, hand massages, and AURA Collagen samples backstage.
Photo: Maya Hayat
GT's also hosted an after-party with Eckhaus Latta, complete with aura readings, at the PUBLIC Hotel to introduce AURA Collagen Tea to the fashion crowd.
Photo: Jared Siskin/Getty Images for GT's Living Foods
Prabal Gurung x Cohart Dinner & After-Party
Designer Prabal Gurung and art platform COHART hosted a Lunar New Year dinner at Silver Lining Lounge and an after-party with DJ Shaun Ross at Loosie’s Nightclub, both located inside the Moxy Lower East Side, on Feb. 9. The dinner by Sake No Hana featured specialty cocktails including a Red Dragon Sidecar and Lunar 75 by Martell and a family-style dinner with smashed cucumber salad, sushi, gyoza, fried rice, and more.
Photo: Hannah Turner Harts/BFA.com
MONSE Dinner
MONSE hosted an intimate dinner on Feb. 10 at The Bazaar by José Andrés at The Ritz-Carlton New York, NoMad. At the event, which was sponsored by Diageo, guests sipped on signature Johnnie Walker Blended Whisky cocktails.
Photo: Bre Johnson/BFA.com
College Fashionista's Creators Loft
College Fashionista returned to NYFW with the second installment of its Creators Loft event on Feb. 9 and 10. This year, the community for college content creators brought on partners imPRESS Press-On Falsies and Kate Spade New York.
Photo: Courtesy of College Fashionista
In addition to brand activations and product sampling, the Creators Loft offered content creators chances to learn more about scoring paid brand deals, along with mentorship sessions with industry experts, and a masterclass on how to use the new imPRESS Press-On Falsies, which was led by a celebrity make-up artist.
Photo: Courtesy of College Fashionista
Nat Geo Presents: ‘Fit for a Queen
To promote its new docu-series, QUEENS, Nat Geo hosted an immersive runway show that incorporated holographic images of the female animals featured in the series, alongside women and gender non-conforming models. See more: A Walk on the Wild Side: See Nat Geo’s New York Fashion Week Debut
Photo: Kristina Bumphrey/PictureGroup for National Geographic
