“National Underwear Day” returned to Manhattan Tuesday night with a fashion show hosted by Lydia Hearst at Espace. More than a dozen brands such as Diesel, 2(x)ist, DKNY, Sean John, and Tommy Hilfiger showcased their latest (and skimpiest) styles for an audience of 750, including Tyson Beckford, Russell Simmons, and Real Housewife Alex McCord.
Since Internet retailer Freshpair.com invented the holiday in 2003, the annual affair has generally seen scantily clad crowds take to the streets—most notably with a Times Square fashion show. But growing interest in the celebration, its ample giveaways, and nearly nude models led to a gradual departure from the guerilla marketing of its earlier incarnations and prompted the company to bring the party indoors for a more exclusive gathering.
The crowd mingled around a large, square runway in the middle of the room, while troupes of male and female models walked around in the different brands of underwear. Men wearing Diesel briefs and a few stray pieces of football gear met guests near the busy step-and-repeat; another group posed for photos on a small stage; and in the southeast corner of the hall, five more models jumped up and down on a couch during a unruly game of Wii baseball. When the runway show finally got underway just after 7:30 p.m., shamelessness was in no short supply. Fawning guests took every opportunity to snap photos of the barely clothed models.
The classic Milton Bradley game Operation also joined the festivities in a unexpected branding partnership. The game, which schools children in how to perform multiple surgeries on unanesthetized patients, celebrated its 45th anniversary this year. In honor of that milestone, the game's patient, “Cavity Sam,” was finally given something to cover up—a pair of underwear. Sam took the runway sporting his new boxers before faking a heart attack and being removed on a stretcher. To the delight of many guests, the game’s latest edition found its way into the underwear-filled gift bags.
Since Internet retailer Freshpair.com invented the holiday in 2003, the annual affair has generally seen scantily clad crowds take to the streets—most notably with a Times Square fashion show. But growing interest in the celebration, its ample giveaways, and nearly nude models led to a gradual departure from the guerilla marketing of its earlier incarnations and prompted the company to bring the party indoors for a more exclusive gathering.
The crowd mingled around a large, square runway in the middle of the room, while troupes of male and female models walked around in the different brands of underwear. Men wearing Diesel briefs and a few stray pieces of football gear met guests near the busy step-and-repeat; another group posed for photos on a small stage; and in the southeast corner of the hall, five more models jumped up and down on a couch during a unruly game of Wii baseball. When the runway show finally got underway just after 7:30 p.m., shamelessness was in no short supply. Fawning guests took every opportunity to snap photos of the barely clothed models.
The classic Milton Bradley game Operation also joined the festivities in a unexpected branding partnership. The game, which schools children in how to perform multiple surgeries on unanesthetized patients, celebrated its 45th anniversary this year. In honor of that milestone, the game's patient, “Cavity Sam,” was finally given something to cover up—a pair of underwear. Sam took the runway sporting his new boxers before faking a heart attack and being removed on a stretcher. To the delight of many guests, the game’s latest edition found its way into the underwear-filled gift bags.
Diesel's less than practical baseball uniform
Photo: Jessica Torossian for BizBash
Each model during the Diesel show walked down the runway with different sports paraphernalia.
Photo: Jessica Torossian for BizBash
One of the floor's lone female models joined the men playing underwear baseball on Nintendo Wii.
Photo: Jessica Torossian for BizBash
The square runway built by MKG Productions allowed for maximum exposure of the different brands showcased during the night's shows.
Photo: Jessica Torossian for BizBash
Men modeling shoulder pads and the Diesel collection greeted guests near the red carpet.
Photo: Jessica Torossian for BizBash
Moving to a large indoor venue allowed ample room for press and guests.
Photo: Jessica Torossian for BizBash
After the room darkened for the runway show, spotlights illuminated Freshpair.com's branded pillars throughout Espace.
Photo: Jessica Torossian for BizBash
