Designers parade brands as New York Fashion Week ends in limbo
With the future of fashion shows in limbo, top name designers used New York Fashion Week to erase any doubts about their own brands, making definitive statements about the clothes and lifestyle that critics and shoppers alike can expect from them.
Diane von Furstenberg, Tommy Hilfiger, Nicole Miller and other designers strove to make their mark during the week-long event that ends on Thursday, targeting both buyers and editors sitting runway-side and the consumers who increasingly dictate want they want and when they want it.
Von Furstenberg told Reuters her Fall 2016 collection, shown at her downtown Manhattan headquarters, was key to “reminding everyone what this brand is about.”
Karlie Kloss, joined by fellow models Kendall Jenner and Jourdan Dunn, described “the DvF woman” as someone who knows who she is and who she wants to be.
“She’s smart and she’s hard-working and she just lives,” said Kloss, draped in a gold gown from the designer’s new collection.
A similarly definitive brand statement was on deck at Tommy Hilfiger, where classic Americana looks with nautical details and suggestions of Gilded Age opulence were paraded on a steamer ship set.
Model Gigi Hadid — the brand’s ambassador and an American princess to her fans on Instagram and Snapchat — made several laps around the runway in a tiny tiara.
“Brands are taking a second look at what they’re going to be known for,” said Rickie De Sole, a fashion market director at W Magazine. “Everyone is playing to their strengths and pushing that more.”