NYFW 2021: How Brands Went Beyond the Runway to Engage Consumers

Pinterest hosted the Creators Studio, an interactive space where attendees were able to create custom videos. Pinterest pros were also on hand to show guests how to use Idea Pins and create stand-out content.Photo: Courtesy of NYFW/InstagramNEW YORK—After COVID-19 restrictions forced many fashion houses to host virtual shows during recent seasons, New York Fashion Week returned this month, with designers showcasing their Spring-Summer 2022 collections on IRL runways.

From Sept. 8-12, NYFW: The Shows, which is produced by IMG, featured 90-plus shows over the course of the five-day event, taking place at venues that spanned boroughs including the Brooklyn Botanic Garden and the Empire State Building. As for the health and safety measures, attendees were required to show proof of vaccination.

The tentpole event’s comeback also included some notable new sponsors such as Australian buy-now-pay-later app Afterpay, which footed the bill for 11 shows this year. The funding was part of a new initiative called the IMG Fashion Alliance, which is co-created by Afterpay and IMG. (Afterpay also hosted Australian Fashion Week and has signed a two-year deal with the British Fashion Council to be the principal partner of London Fashion Week for 2021 and 2022.) Alo Yoga signed on to be the event’s first official wellness partner, while long-time sponsor Maybelline New York decided not to return for the shows.

Keep scrolling to see how brands activated at New York Fashion Week 2021.