How Afterpay Aims to Democratize New York Fashion Week

NEW YORK—For the second season in a row, as part of a multiyear deal, NYFW: The Shows, which took place Feb. 11-16, was presented by Australia-based “Buy Now, Pay Later” payment company Afterpay. After several iterations of virtual and hybrid shows, New York Fashion Week returned this year to showcase Fall/Winter 2022 collections with a robust schedule of in-person presentations.

Sergio Hudson’s “See Now, Buy Now” collection included items in Afterpay’s signature hue, Bondi Mint.Screenshot: Courtesy of AfterpayLast September, Afterpay kicked off its title sponsorship with the goal of making fashion more accessible. It expanded upon that this year by allowing consumers to shop select looks from 11 Honore and Sergio Hudson’s “See Now, Buy Now” collections via the Afterpay hub. Plus, Hudson’s collection included items in Afterpay’s signature hue, Bondi Mint. In addition, a slate of programming including both in-person and virtual activations took place over the course of the week in New York and Los Angeles.

“With the goal of making fashion more inclusive and accessible, it was a natural next step to find a way to bring Afterpay and NYFW coast to coast,” said an Afterpay spokesperson. “We’re thrilled to have had the opportunity to host events in both key markets of LA and NYC, in order to connect great brands with engaged shoppers all while continuing our mission of democratizing fashion and celebrating the future of retail.”

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, interactive shopping experiences, food, prizes and more—a more laid-back event as compared to the celeb-heavy runway shows and parties in New York.

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, interactive shopping experiences, food, prizes and more.Photo: Joe Scarnici/Getty Images for NYFW ShopsLA presented by AfterpayIn 2015, after five years, Mercedes-Benz departed as the title sponsor of the high-profile biannual event, opening the door for other brands such as Lexus to step in. This year’s sponsors included TRESemmé, E! Entertainment, UPS, Yahoo!, Alo, Perrier and Keds.

The multiyear sponsorship deal between NYFW: The Shows, which is produced by IMG, and Afterpay signals an effort by event organizers to align better with modern retail and to cater to consumers. According to a survey conducted by C+R Research, 60% of respondents said that they have used a buy now, pay later service. Of those, nearly half (46%) were currently making a payment or payments through one of those services. Afterpay also sponsors Australian Fashion Week and London Fashion Week (but the brand is known as Clearpay in the U.K.).

“The Art of Rodarte,” an immersive experience featuring Rodarte designers Kate and Laura Mulleavy's work for both the runway and screen, was a up-close exhibition that was open to the public throughout Fashion Week with ticketed access on the ground floor of Spring Studios. The designers also chatted with actress Maude Apatow about their brand and offered personal insights into their creations during NYFW: The Talks.Photo: @rodarte/Instagram“Both fashion and retail supported us early, and have been integral to our success,” said the brand spokesperson. “So, the moment the pandemic started to unfold we made a commitment to invest and support fashion and retail across the globe through the various challenges and to actively play a role in industry recovery. Our support of NYFW is one way we can support the industry and help jumpstart retail and make fashion more inclusive and accessible to shoppers around the world. Now more than ever, fashion designers, brands and retailers need support, and we can help as one of the biggest marketing lead drivers for the fashion industry.”

As part of the partnership, IMG and Afterpay created a new initiative called the IMG Fashion Alliance, which aims to help support the community as a whole in the wake of the pandemic, while celebrating New York's impact on fashion globally.

“As a brand deeply rooted in fashion and committed to helping showcase local designers and revitalize the industry at large, one of our biggest goals at Afterpay is to democratize fashion and unlock access for consumers,” the spokesperson said. “Fashion Week is being reinvented to make it relevant again post-COVID, and this accessibility and ease are what the consumer is craving. With our programming, it is important that we continue to break down previous barriers to the industry and help open the doors of NYFW to all who want it.”