Being a part of this February's Mercedes-Benz Fashion Week is not a new step for American Express, but its marketing initiatives appear to be moving beyond providing special offers to card members. This season the credit-card company launched the American Express Fashion Network—coverage of the shows, the tents, and attendees streamed live to the company's Web site. With direction from the global advertising and sponsorship team at American Express under chief marketing officer John Hayes, production firm Momentum Worldwide headed up the project, creating the idea, negotiating sponsorship, and executing the final concept.
Hosted by Robert Verdi, with model Roshumba Williams as a correspondent, the Web-based network uses a booth in the lobby as its broadcast center and features interviews with celebrities and designers before and after the shows, as well as footage from presentations. In addition, American Express has launched YouTube channel Fashion 360, which shows highlights from the network's coverage along with videos from Elle, Ford Models, The New York Times, Nylon TV, Style.com, and video blogger William Sledd.The company also brought back its skybox, a viewing lounge not unlike the V.I.P. boxes found in stadiums, upgrading it with TV screens, tiered banquettes, and access to the American Express Fashion Network. Overlooking the main tent and the promenade, the black-and-white space draped with fabric is furnished with modern lounge seating and serves snacks and cocktails. With a maximum capacity of about 22 guests per show, the skybox is limited to cardholders who bought tickets or V.I.P. packages.
Another perk for card members is a special show on Wednesday. In the promenade at the tents, designer Peter Som will present his spring and fall 2008 collections as well as chat about his design inspirations at the "Card Member Only Fashion Show," which is separate from his official show taking place today.
Hosted by Robert Verdi, with model Roshumba Williams as a correspondent, the Web-based network uses a booth in the lobby as its broadcast center and features interviews with celebrities and designers before and after the shows, as well as footage from presentations. In addition, American Express has launched YouTube channel Fashion 360, which shows highlights from the network's coverage along with videos from Elle, Ford Models, The New York Times, Nylon TV, Style.com, and video blogger William Sledd.The company also brought back its skybox, a viewing lounge not unlike the V.I.P. boxes found in stadiums, upgrading it with TV screens, tiered banquettes, and access to the American Express Fashion Network. Overlooking the main tent and the promenade, the black-and-white space draped with fabric is furnished with modern lounge seating and serves snacks and cocktails. With a maximum capacity of about 22 guests per show, the skybox is limited to cardholders who bought tickets or V.I.P. packages.
Another perk for card members is a special show on Wednesday. In the promenade at the tents, designer Peter Som will present his spring and fall 2008 collections as well as chat about his design inspirations at the "Card Member Only Fashion Show," which is separate from his official show taking place today.
Host Robert Verdi and Molly Sims
Photo: Marion Curtis/Startraks
As the host of the American Express Fashion Network, Robert Verdi interviews designers as well as guests such as Molly Sims.
Photo: Marion Curtis/Startraks
Above the crowds, the skybox provides private viewing for AmEx cardholders.
Photo: Marion Curtis/Startraks
The skybox serves snacks and beverages.
Photo: Marion Curtis/Startraks
The skybox also has access to the interviews and shows being streamed live to the Web site of the American Express Fashion Network.
Photo: Marion Curtis/Startraks
