NEW YORK Fashion Week has always been a magnet for brands, and even beyond the physical footprint of the Mercedes-Benz tents at Lincoln Center, the number of sponsored lounges appears to be growing. This season, the area around the performing arts campus is home to several activations, the large majority of which are new platforms crafted by fashion magazines. From The Daily (formerly an IMG-owned publication) and Hearst's newly acquired title Elle, to Condé Nast's Teen Vogue (plus the beauty-focused Allure), the temporary setups hold a host of activities, products to try out, and sustenance, proffered by brands like John Barrett Salon and John Frieda, the Macallan and Moët, BlackBerry, and Microsoft Windows Phone.
Perhaps the most unique project is that of model Elettra Wiedemann, who partnered with Ed Brown to take over the chef's in-house eatery at the Empire Hotel for a temporary restaurant known as Goodness. The idea, born from Wiedemann's dissertation on the future of feeding urban populations, was, as Wiedemann explained, “to secretly educate people about seasonal and local food,” while also putting some lesser-known culinary names in front of an influential crowd. The venture, presented by The Daily, includes free Wi-Fi from mobile technology developers Orange Hat and serves health-conscious meals for breakfast and lunch. Wiedemann also plans to take Goodness to Paris's, Milan's, and London's Fashion Weeks.