NYFW Briefing: Brands Leverage Social Platforms, Including TikTok


Virtual NYFW: What brands have been doing on Instagram, TikTok and other social platforms

New York Fashion Week was back in IRL this season, but that didn’t stop virtual initiatives on social platforms.

While virtual shows have been a staple of pandemic-era seasons for the past two years, this year’s “virtual” section of the official event calendar has shrunk to a small handful of brands as the designers get back into action. But brands are still leveraging live streaming on Instagram, TikTok and YouTube, while also taking advantage of AR filters on platforms such as Snapchat and TikTok.

Live social media broadcasts of fashion shows were common for brands, with Instagram being the top choice for streaming shows: Jonathan Simhkai, Midnight Studios, Loveshackfancy, Tommy Hilfiger, Marni and Coach were some of the brands offering Instagram live streams of their shows. Some VIPs “attended” virtually. Ella Emhoff’s Instagram account was spotted in Coach’s Live Audience, for example.

Livestreaming the show on Instagram was “really important” for punk streetwear brand Midnight Studios, which livestreamed its first-ever NYF show on Instagram on September 14, said brand architect Luis Cano . For the brand’s January show in Los Angeles, the brand used Instagram’s beta feature to publicize a scheduled show via a button on the account’s main bio. Brands can now only promote live streams through the scheduling countdown button in stories.

Some brands doubled down on their live streams: Tibi paired their Instagram Live with a YouTube Live broadcast, while Coach opted to stream on both Instagram and TikTok.

“See now, buy now” was a rarity, aside from the high-tech Roblox and Tommy Hilfiger livestream shopping experience. But some brands have taken advantage of public attention to create shoppable live streams linked to their fall/winter collections: Collina Strada and Altuzarra both had shopping links on their streams, allowing viewers to click to buy via the app.

Even with the return to in-person events, live streams are still important for reaching wider audiences. “The majority of our marketing budget goes to these collectible shows and releases,” Cano said. Live streaming is “a big deal for us because we want our fanbase around the world to feel included and feel like they’re there.” In Los Angeles, the brand would launch its collections with large evenings aimed at consumers and bringing together hundreds of people. Because the NYFW show is more “business-oriented,” social media is even more important for reaching a wider audience.

TikTok has showcased its slate of live shows as part of its #FashionForYou fashion month campaign. It featured events such as a fashion week GRWM video streamed live by viral NYFW sensation Julia Fox.

The brands also looked into AR filters for New York Fashion Week. As part of TikTok’s fashion month highlights, Fenty Beauty has teamed up with TikTok filter designer Grace Choi for a mark contour guide filter depending on the shape of the face. This coincided with her in-person activation of New York Fashion Week held in New York City. Alo Yoga, meanwhile, accompanied its own IRL NYFW event with a Snapchat AR filter allowing users to virtually try on jackets from its new ski collection. -Liz Flora

Inclusivity at the Forefront of NYFW

NYFW made a triumphant return this season with over 100 designers, including three international brands, showcasing their Spring 2023 collections during the five-day event.

The week featured highly anticipated returns from Tommy Hilfiger, Area and Puma. In addition, 28 black-owned brands were featured — the most since the Council of Fashion Designers of America, which produces the NYFW calendar, was established in 1962.

The historic number of black designers represented this season comes from two years of preparation. In June 2020, in direct response to systemic injustice in America, the CFDA released an overview of initiatives to increase diversity in fashion. Two years later, the organization has kept its word.

“The official [NYFW] calendar represents nearly 30% people of color and more than 20% black designers,” said CaSandra Diggs, president of the CFDA, said in an interview with Andscape. “It’s really important that we recognize this development, because it’s a big part of the work the CFDA does.”

To reach this monumental milestone, the CFDA has worked with organizations like 15% Commitment and Black advice in fashion (BIFC) not only to attract black talent, but also to create an opportunity and space for them to showcase their collections. Among the group of designers highlighted this year were veterans and newbies on the catwalks, including CFDA’s 2021 Emerging American Designer of the Year, Theophilio, and CFDA/Vogue Fashion Fund finalists, Fe Noel and BlackBoyKnits. BIFC also hosted a showroom which returned for its fifth season and featured eight new designers including Ajovang, Atelier Indigo, Harbison, Izayla, Jessica Rich, Kwame Adusei, Madame Adassa, Muehleder, Sammy B and Vavvoune.

“To be surrounded by others [Black] the creatives, who work incredibly hard and love what they do and are extremely compassionate, are inspiring,” said Adreain Guillory, founder and designer of Ajovang, a Chicago-based womenswear brand. “Knowing that you are not the only one [Black designer] here trying to do that is a really good feeling… and you can share your work with a lot of people and get the exposure that you wouldn’t normally get.

For many designers, the opportunity presented by the BIFC showroom was one that helped open up channels of collaboration, exposure and community – things that some of the black designers called invaluable tools, but hard to find, that help them succeed. –Tatiana Pile

NYFW nighttime luxury

If you needed more proof that the bling is back, look no further than the runways from the now-concluded New York Fashion Week.

Shiny silver, rhinestones and sequins were ubiquitous on the catwalks, in keeping with the continued popularity of hedonism”night luxury“aesthetic. And while the colors and the gold made their appearance, it was clear that the silver trend in fashion was in full force.

Vogue, which had chosen “Gilded Age” for its Met Gala theme, sent Lil Nas X, Serena Williams, Gigi and Bella Hadid, Emily Ratajkoskin and more down the runway for its Vogue World show dressed in silver and gold. ‘Sparks. As part of its Monday night Meatpacking District show coverage, the magazine said that “the metals are in the fall“with a much greater emphasis on silver than gold and a dedication to all that glitters.

The runway looks were reminiscent of the rhinestone-studded post-Y2K style. Nicknamed the “McBlingera by some pundits to mark Paris Hilton’s party girl glitz fest in fashion, the period would have been a hedonistic turn in fashion after 9/11. Two days before the 21st anniversary of 9/11, Fendi leaned particularly into the trend for its show celebrating the 25th anniversary of its “baguette” bag and reviving its early 2000s heyday, dotting its collection of rhinestone bags , sequins and silver. , skirts and jackets.

Also reminiscent of the disco era, other examples of the trend included Christian Cowan’s silver sequin dress, Jonathan Simkhai’s three patterned rhinestone and sequin dresses, Brandon Maxwell’s silver floral skirts, dresses and dresses, Area’s rhinestone bow-tie bikini and Eckhaus Latta’s dresses. silver mesh tops. -Liz Flora

Baggy pants, two-piece sets reign supreme

While the collections shown during fashion weeks around the world can set the trends to look forward to in the seasons to come, it’s the street style captured between shows that really paints the picture of what consumers are looking for. right now.

During Copenhagen Fashion Week in early September, playful and bright colors, knits and layers were the most prevalent looks worn by guests in attendance. Y2K aesthetic and structured costumes were also in abundance.

New York street style, however, took a slightly different approach, as oversized and grunge styles were among the most common looks spotted on influencers, celebrities and stylists. Cargo pants and cut-out two-piece sets, in particular, were fan favorites. -Tatiana Pile


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