Three brand experiences at New York Fashion Week

As New York Fashion Week draws to a close, Event reveals how three global brands engaged the international fashion community.

Etihad Airways and Jimmy Choo partnered for New York Fashion Week
Etihad Airways and Jimmy Choo partnered for New York Fashion Week

Etihad Airways and Jimmy Choo

As the official airline of New York Fashion Week, Etihad Airways partnered with Jimmy Choo to celebrate the shoe brand's 20th anniversary with an exclusive party and high-profile exhibition.

On the fashion runway, Etihad Airways hosted a VIP lounge with American talent agency WME-IMG and Jimmy Choo at Skylight at Moynihan Station, one of the main venues for the shows. The lounge featured a retrospective of the 20 most iconic Jimmy Choo shoes from the past 20 years and imagery from its anniversary campaign. 

Along with the airline's cabin crew, the lounge served as a hub for Etihad Airway's signature hospitality and featured imagery from the brand's uniform campaign. Italian furniture company Poltrona Frau, the airline's exclusive onboard partner for luxury leather upholstery, was featured within the lounge. The display also included armchairs designed by Peter Marino, all featuring the top quality leather for which Poltrona Frau is known worldwide. An Etihad Airways Atelier was located in the main entrance of the Jimmy Choo VIP lounge, where guests were invited to have their initials monogrammed on a luggage tag onsite. Each accessory came with a custom insert highlighting the Etihad Airways' guest experience.

The event included appearances by the models featured in the campaign, as well as a live performance by Mary J. Blige. On the airport runway at JFK International Airport, model Amber Valletta unveiled an Etihad Airways A380 livery with the "NYFW: The Shows" branded logo on the aircraft's engines and door, along with prints by Jimmy Choo, which are prominently displayed on board in "The Lobby" of the aircraft.

The activation is part of Etihad's global agreement with WME-IMG as a long-term partner of the fashion industry, connecting the airline with the fashion capitals of the world.

Samsung 837

Samsung 837, the brand's experiential flagship and cultural hub in the Meatpacking District, showcased how technology can take fashion into the future from 7-13 September. Charlotte Tilbury took over the space to launch her new fragrance, Scent of A Dream, with a virtual reality dream experience, guided by Kate Moss. 


The American fashion, style and beauty website aimed at women hosted '29 Rooms' in Brooklyn to showcase works of arts that inspire creativity and brought to life the website's key themes. Brands and celebrities sponsored the rooms including Hillary Clinton, Ford, Michael Kors and Lady Gaga.

The Michael Kors' 'The Sidewalk is Your Runway' room was designed to look like a West Village street. It had a runway where visitors could pose with Michael Kors bags and share GIFs of the moment on social media.

In the 'Garden of Energi' room, Ford created a garden with live plants to convey the energy efficiency of the 2017 Ford Fusion hybrid car with sustainable and recycled parts, which has seats made from soybean-based foam and sound absorption materials made from recycled denim and seat leather made from recycled plastic bottles.  

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