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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

NYFW Fall/Winter 2023: See the Stylish Activations Sponsors and Brands Served Up

Afterpay, 818 Tequila, TRESemme, and more strutted their stuff at this month’s New York Fashion Week.

Michele Laufik
February 20, 2023

NEW YORK—From Feb. 10-15, New York Fashion Week (NYFW) took over the city with Fall/Winter 2023 shows, brand activations, after-parties, and more.

Once again, Spring Studios served as the headquarters for IMG-produced NYFW: The Shows, with runway events and presentations taking place in venues all around New York, including the historic main branch of the New York Public Library, the Rainbow Room, and the Solomon R. Guggenheim Museum. Plus, Afterpay was back as the title sponsor of NYFW: The Shows.

Designers and brands, including Sergio Hudson, Christian Siriano, Kate Spade, Tory Burch, and Brandon Maxwell, showed off their designs during the six-day fashion affair, with some designers (like Luar) teaming up with unlikely brands for collection inspiration.

Keep scrolling to see how sponsors and brands engaged attendees at New York Fashion Week Fall/Winter 2023...

Guests lined up during NYFW: The Shows outside Spring Studios.
Guests lined up during NYFW: The Shows outside Spring Studios.
Photo: Bryan Bedder/Getty Images for IMG Fashion
818 Tequila’s Espresso Martini Lounge
818 Tequila’s Espresso Martini Lounge
Kendall Jenner’s 818 Tequila kicked off New York Fashion Week with an Espresso Martini Lounge at Dante West Village on Feb. 10. The lounge featured playfully named 818 cocktails—including the Runway Paloma—plus passed hors d'oeuvres, live music, and limited-edition 818 "New York Classic" merch. The ticketed event welcomed 200 guests.
Photo: Sophie Sahara
The 818 Espresso Martini included 818 Tequila Reposado, Amaro Montenegro, Mr. Black coffee liqueur, and fresh espresso.
The 818 Espresso Martini included 818 Tequila Reposado, Amaro Montenegro, Mr. Black coffee liqueur, and fresh espresso.
Photo: Sophie Sahara
Pornhub Presented Designer Luis De Javier’s Debut Runway Show
Pornhub Presented Designer Luis De Javier’s Debut Runway Show
Presented on Feb. 14 at the Angel Orensanz Foundation, the collection featured latex and leather, along with sharp shoulders, corsetry, and trains in a color palette of plum, metallic silver, blood red, and deep black. “We are thrilled to present Luis De Javier's inaugural runway presentation at New York Fashion Week,” said a spokesperson for adult entertainment community Pornhub in a statement. “His designs embody our shared values of freedom of sexual expression and diversity, highlighted throughout this provocative new collection and by his inviting of Pornhub ambassadors Asa Akira, Natassia Dreams, and Pornhub Aria to walk the runway.”
Photo: Randy Brooke
Julia Fox walked the runway wearing an ankle-length, form-fitting denim corset dress with pointy-toe matching denim boots. The two denim bull horns jutting from the bra were a standout embellishment.
Julia Fox walked the runway wearing an ankle-length, form-fitting denim corset dress with pointy-toe matching denim boots. The two denim bull horns jutting from the bra were a standout embellishment.
Photo: Aysia Marotta
‘Damn Fancy’ Styling Station with Tanqueray and Rachel Zoe
‘Damn Fancy’ Styling Station with Tanqueray and Rachel Zoe
Coffee 'n Clothes partnered with Tanqueray and designer Rachel Zoe to create the “Damn Fancy" Styling Station during New York Fashion Week. The mobile station was decked out with Zoe’s curated looks. Attendees could sip on classic Tanqueray cocktails and nibble on light bites like truffle popcorn and goat cheese crostinis.
Photo: Courtesy of Coffee 'n Clothes
Guests received personalized totes featuring Zoe’s styling tips, Tanqueray recipes, branded glassware, and a bottle of the London Dry Gin.
Guests received personalized totes featuring Zoe’s styling tips, Tanqueray recipes, branded glassware, and a bottle of the London Dry Gin.
Photo: Courtesy of Coffee 'n Clothes
Stella Artois and Luar’s ‘Steluar’ Pop-Up
Stella Artois and Luar’s ‘Steluar’ Pop-Up
Designer Raul Lopez closed out New York Fashion Week with his Luar AW23 collection. For the second year, Stella Artois partnered with the New York-based fashion label with runway looks inspired by the Stella chalice and featuring a shared logo of Stella Artois’ north star and Luar’s “L.” The models also sported custom-designed "Steluar" nails to accompany their runway looks.
Photo: @sofaalvarez
Stella and Luar also hosted a pop-up in Brooklyn that was open to the public. Commemorative merchandise—including a chalice, hoodie, crewneck, muscle tee, and t-shirt—was available at the pop-up and is now for sale nationwide at stellaartois.com/steluar.
Stella and Luar also hosted a pop-up in Brooklyn that was open to the public. Commemorative merchandise—including a chalice, hoodie, crewneck, muscle tee, and t-shirt—was available at the pop-up and is now for sale nationwide at stellaartois.com/steluar.
Photo: @sofaalvarez
The Afterpay Xperience
The Afterpay Xperience
The Afterpay Xperience, an immersive takeover of Spring Studios' ground floor, featured show viewing parties, runway-inspired photo moments, a customization station for deadstock garments, a fashion cafe hosted by Bluestone Lane, DJs, and more. Plus, RunwayX by Afterpay was built exclusively to showcase emerging designers.
Photo: Bryan Bedder / Getty Images
A guest posed inside the photo booth at The Afterpay Xperience.
A guest posed inside the photo booth at The Afterpay Xperience.
Photo: Bryan Bedder/Getty Images for IMG Fashion
NYFW Afterclass
NYFW Afterclass
Afterpay hosted NYFW Afterclass with Colin LoCascio—a live, interactive workshop featuring the designer and entertainment journalist Zanna Roberts Rassi. LoCascio and Rassi worked with NYC fashion students to reimagine the fashion industry by creating a sustainable look using deadstock fabric from LoCascio’s upcoming Spring/Summer 2023 line.
Photo: Bryan Bedder / Getty Images
CatWalk FurBaby by Elysian
CatWalk FurBaby by Elysian
Women's lifestyle magazine Elysian presented CatWalk FurBaby by Elysian, a fashion show to benefit animal charities including Bissell Pet Foundation, a national animal welfare organization dedicated to ending pet homelessness, at Runway 7 stage.
Photo: Ilya S. Savenok/Getty Images for Runway 7
The show included looks from 20 individual designers, including Malan Breton, Gina Roberts, Nicole Miller, Marc Bouwer, Christina Rahm, Gloria Lee, Karen Caldwell, and Victor De Souza. Each collaborated with fashion models and four-legged fur babies to showcase ensembles and raise awareness and philanthropic support for animal welfare.
The show included looks from 20 individual designers, including Malan Breton, Gina Roberts, Nicole Miller, Marc Bouwer, Christina Rahm, Gloria Lee, Karen Caldwell, and Victor De Souza. Each collaborated with fashion models and four-legged fur babies to showcase ensembles and raise awareness and philanthropic support for animal welfare.
Photo: Ilya S. Savenok/Getty Images for Runway 7
The Salon, presented by TRESemme
The Salon, presented by TRESemme
Throughout the week, TRESemme hosted styling appointments at its on-site salon.
Photo: Bryan Bedder / Getty Images
The hair brand returned for its 16th consecutive year to launch its Pro Infusion products, which were featured in an artistic film titled FLUID. The film included the USA Olympic Artistic Swimming team.
The hair brand returned for its 16th consecutive year to launch its Pro Infusion products, which were featured in an artistic film titled FLUID. The film included the USA Olympic Artistic Swimming team.
Photo: Bryan Bedder / Getty Images
The Black In Fashion Council Discovery Showrooms
The Black In Fashion Council Discovery Showrooms
Returning for a sixth season, in collaboration with IMG, the Black in Fashion Council Discovery Showrooms, supported by Shopify, offered emerging Black designers visibility and meetings with fashion editors.
Photo: Bryan Bedder / Getty Images
'Ella Emhoff Likes to Knit' Pop-Up
'Ella Emhoff Likes to Knit' Pop-Up
Ella Emhoff hosted the “Ella Emhoff Likes to Knit” pop-up at Spring Studios, where she displayed designs from her avant-garde knitwear brand. Guests were able to get in on the knitting action as well.
Photo: Bryan Bedder / Getty Images
OTR Cocktail Lounge
OTR Cocktail Lounge
Fashion Week attendees could grab a cocktail between shows from On The Rocks inside Spring Studios. Drinks included a cosmopolitan, espresso martini, margarita, an old fashioned, an aviation, and a mai tai.
Photo: Bryan Bedder / Getty Images
Evan Mock x Pandora Event
Evan Mock x Pandora Event
Evan Mock and Pandora teamed up for “Evan Loves You” by Pandora, a VIP pre-fashion week cocktail reception and dinner at The Ned NoMad. Guests were treated to a cocktail reception on the penthouse floor with Casa Del Sol tequila cocktails and Pandora jewelry engraving.
Photo: Neil Rasmus/ BFA
Following the reception, dinner was served for 50-plus guests. The menu included burrata salads and branzino with chocolate chip cookies and apple crostada for dessert.
Following the reception, dinner was served for 50-plus guests. The menu included burrata salads and branzino with chocolate chip cookies and apple crostada for dessert.
Photo: Neil Rasmus/ BFA
Bronx and Banco Presentation at The Ritz-Carlton New York, NoMad
Bronx and Banco Presentation at The Ritz-Carlton New York, NoMad
Bronx and Banco debuted its Fall/Winter 2023 collection, “Le Bohème,” at Nubeluz by José Andrés at The Ritz-Carlton New York, NoMad. From 500 feet above ground, guests viewed the brand’s presentation that was set against 270-degree views from the rooftop cocktail space.
Photo: Noam Galai/Getty Images for Bronx & Banco
Prabal Gurung’s After-Party
Prabal Gurung’s After-Party
After premiering his Fall/Winter 2023 collection, Prabal Gurung headed to The Blond for the after-party. Mia Moretti and Mazurbate spun an upbeat mix for guests, while they sipped on wine from Penfolds.
Photo: Rommel Demano/BFA.com
Core Hydration
Core Hydration
The official water partner of NYFW, Core Hydration launched a new product line called Core Hydration+ at the event.
Photo: Bryan Bedder/Getty Images for IMG Fashion
NASDAQ Recognized Designer Charlie Lapson
NASDAQ Recognized Designer Charlie Lapson
Charlie Lapson was congratulated by NASDAQ with a billboard outside its seven-story MarketSite tower in Times Square. NASDAQ also honored the designer at the exchange’s podium prior to the official ringing of the morning bell on Feb. 8. It was the first time that NASDAQ has honored a designer whose company is not publicly traded.
Photo: Courtesy of NASDAQ
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