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NEW YORK—New York Fashion Week returned this month in a mostly in-person format, with designers showcasing their fall/winter 2022 collections across IRL (and some virtual) venues from Feb. 11-16. Many designers who have historically shown during NYFW also returned, including Michael Kors, Tory Burch, Proenza Schouler, Christian Siriano and Brandon Maxwell, while some opted out, such as Tom Ford.
For the second season in a row, NYFW: The Shows, which is produced by IMG, was presented by Australia-based “Buy Now, Pay Later” payment company Afterpay. Alo was also back as the event’s official wellness partner, and even UPS made its fashion debut as the official shipping partner with an apparel collection.
Keep scrolling to see how these sponsors and brands engaged attendees at New York Fashion Week 2022.
Yahoo
Yahoo returned as the official innovation partner for NYFW: The Shows, hosting the “Maisie Wilen Fall-Winter 2022 Collection Holographic Experience Powered by Yahoo." Along with the in-person event, the experience was accessible to viewers at home via a QR code or a link.
Photo: Courtesy of Yahoo
Using volumetric capture technology, the live holographic experience featured 7-foot-tall holograms wrapping around three surfaces in a gallery setting. In addition to the larger-than-life projections, augmented-reality versions of the collection were created for mobile devices, as well as 2D video content for social media and GIFs and stills for interactive lookbooks. Consumers were able to purchase an entire look presented in each GIF.
Photo: Courtesy of Yahoo
Each member of the virtual cast was featured digitally at the show wearing a look from Maisie’s FW22 collection. The overall aesthetic of the virtual cast was inspired by Mattel’s fashion doll franchise Monster High and its characters: Frankie Stein, Draculaura, Lagoona Blue and Clawdeen Wolf.
Photo: Courtesy of Yahoo
The capture required 106 cameras and was published using Yahoo Immersive, an extended-reality platform for creating augmented, mixed and virtual-reality advertising and branded content.
Photo: Courtesy of Yahoo
Diesel
Diesel hosted a grand opening party, which was produced by Gold Sky Productions, for its new SoHo flagship store. Guests danced to tunes spun by DJ Total Freedom while checking out the SS22 runway collection from creative director Glenn Martens. Branded "D" ice topped Italian-inspired drinks including Negronis.
Photo: Courtesy of Gold Sky Productions
Outside, passersby on Spring Street were able to watch the 3D animated projection that scaled both sides of the historic building. The building appeared to be breaking apart and then reforming in the brand’s signature red and white patterns. See the projection mapping in action.
Photo: Bennett Raglin/Getty Images for DIESEL
Alo
As the official wellness partner of NYFW: The Shows, Alo Yoga hosted a three-day “Alo Sanctuary” at Spring Studios. Guests were encouraged to take a pause at “Alo Sanctuary” and enjoy daily meditation, reiki healing, lymphatic massages, sound baths, B12 booster shots and more.
Photo: Bryan Bedder/Getty Images for IMG Fashion
UPS
UPS designed a NYFW-branded truck with images showcasing its new apparel collection called Be Unstoppable. It was parked outside of Spring Studios throughout the weekend, giving fans an Instagrammable moment and a chance to order gear through a unique QR code. The brand served as the official shipping partner of NYFW: The Shows.
Photo: Bryan Bedder/Getty Images for IMG Fashion
During fashion week, UPS debuted its first-ever apparel collection, hosting its Be Unstoppable pop-up shop in Spring Studios where attendees could purchase the gear. All proceeds from the collection and an additional $50,000 in grants will go to In The Blk, a nonprofit dedicated to uplifting small Black fashion brands.
Photo: Bryan Bedder/Getty Images for IMG Fashion
Afterpay
For the second season in a row, as part of a multiyear deal, NYFW: The Shows was presented by Australia-based “Buy Now, Pay Later” payment company Afterpay.
Photo: Bryan Bedder/Getty Images for IMG Fashion
Consumers were able to shop select looks from 11 Honore's “See Now, Buy Now” collection via the Afterpay hub.
Photo: Bryan Bedder/Getty Images for IMG Fashion
New York Fashion Week kicked off with NYFW: The Talks, which was presented by Afterpay, featuring Maude Apatow in conversation with Kate and Laura Mulleavy of Rodarte. The Rodarte designers spoke with the actor about their fashion brand, offering personal insights into their creations from the runway to the silver screen.
Photo: Bryan Bedder/Getty Images for IMG Fashion
As part of its title sponsorship, Afterpay also hosted both in-person and virtual activations in New York and Los Angeles. NYFW ShopsLA, an open-to-the-public consumer experience held at Westfield’s Century City on Feb. 12, included a live performance by singer Gayle, plus interactive shopping experiences, food, prizes and more.
Photo: Joe Scarnici/Getty Images for NYFW ShopsLA Presented by Afterpay
Lovesac
Attendees were able to relax in between shows at the Lovesac Lounge, which featured the brand's signature Sacs, a bag seat filled with a proprietary foam mixture.
Photo: Bryan Bedder/Getty Images for IMG Fashion
Attendees posed for photos in the cloud-like setting.
Photo: Bryan Bedder/Getty Images for IMG Fashion
Tresemmé
At the Tresemmé x PatBO afterparty at Spring Studios, which celebrated the brands' limited-edition hair accessory collection, guests were able to receive touch-ups with celebrity hairstylist Marco Peña. Hors d’oeuvres and cocktails were served while attendees danced to music by DJ Mei Kwok.
Photo: Bryan Bedder/Getty Images for IMG Fashion
![IMAGE Skincare also held an exclusive gifting suite at the Plymouth Hotel where 150 VIPs were invited to receive a facial courtesy of the brand. Here, there was also a refreshment bar courtesy of POM Wonderful. “Our event stood out due to the fact that it was a true omni-channel experience that left no stone unturned,” Popowystch said. “Everyone who visited [the sunblock party and VIP suite] was able to leave with IMAGE goodies or hands-on experience with the SPF.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2022/07/DSC_1189.62e2b49b9ea28.png?auto=format%2Ccompress&fit=crop&h=167&q=70&w=250)
