NEW YORK MTV's Video Music Awards aren't until Sunday night, but its overlap with Fashion Week has a critical mass of celebrities in New York—and brands scrambling to lure them to gifting suites and snap them at pre-parties. Things may seem a bit quiet compared to VMAs past, but there are a handful of initiatives already under way.
Taking advantage of the newly opened Metropolitan Home and Showtime show house in Tribeca, sponsors including Redken, Solstice sunglasses, and Urban Decay brought in Los Angeles stylists Byron and Tracey for a styling suite. This afternoon through Sunday, guests of the suite will receive complimentary makeup, cuts, and coloring from the team, and Redken and Urban Decay will be giving guests the products used.
Another suite, open just for today, is the Oakley Lounge at the Hotel on Rivington. The eyewear brand is giving away a new line of shades designed by various artists to celebrities and influencers and offering complimentary drinks and a spot to relax. Oakley kicked off its VMA presence last night with the VMAs' first unofficial pre-party. Also held at the Hotel on Rivington, the party was hosted by VMA performer Pitbull.