IMG to Open Two Pop-Up Shops at New York Fashion Week
The producers of NYFW are taking the concept of MADE L.A., a two-day fashion and music event, to the East Coast.
IMG is setting up shop(s) at New York Fashion Week.
The producers of the weeklong extravaganza announced Wednesday that they will unveil two pop-up shops: The Shop @ New York Fashion Week: The Shows and F.Y.I. @ MADE New York.
IMG first introduced the shoppable runway concept with MADE L.A., a two-day fashion and music event that was held in downtown Los Angeles in June. In addition to seeing presentations by Jeremy Scott for Moschino, Hood by Air and Tyler the Creator for Golf Wang, fans got the chance to learn and buy from emerging designers.
"In our ongoing conversations with the fashion industry, we realized there’s a need for easily-accessible, multipurpose spaces that help our designers and partners connect directly with consumers," said Catherine Bennett, svp and managing director of IMG Fashion Events and Properties. "The Shop and F.Y.I. are purpose built with that need in mind."
The pop-ups are launching in a season when several labels (Tom Ford and Burberry included) are starting to experiment with the more consumer-friendly, 'see now, buy now' approach to runway shows, showing collections that will be available to shop simultaneously in stores.
The Shop @ New York Fashion Week: The Shows, located at 875 Washington Street, will sell designer jewelry, accessories and apparel from brands Alison Lou, A Peace Treaty, Erth x Nicole Trunfio, Fallon, Lizzie Fortunato, GemfieldsxMuse, Jordan Askill, Lele Sadoughi, Monogram, Satya Twena, Scosha and Yliana Yepez. Products from NYFW partners Maybelline New York and Intel will also be sold on-site. The Shop will be open from 12 p.m. to 7 p.m. on Thursday, Sept. 8; 12 p.m. to 3 p.m. on Friday, Sept. 9; and 12 p.m. to 6 p.m. on Sunday and Saturday, Sept. 10-11.
Over at F.Y.I. @ MADE New York, the pop-up will sell straight-off-the-runway items, highlighting designers showing with MADE. The brands involved are Krewe du Optic (a sunglasses brand worn by Beyonce and Gigi Hadid), The Blonds, Patricia Field, Pyer Moss, 69, Andrea Jiapei Li, Barragan, Chromat, Etienne Deroeux, GHE20G0TH1K, Luar, Maison the Faux, MISBHV, Nylon, The Smile and Tumblr. Located at 449 West 14th Street, F.Y.I. opens Monday, Sept. 12 through Wednesday, Sept. 14, from 12 p.m. to 8 p.m. each day.
Now who's ready to go shopping?