B-to-C Events
Fashion Week Activations Go Off the Runway
There were two ways for a non-sponsoring brand to get in on the Mercedes-Benz Fashion Week action this September in New York City: get official and join the Fashion’s Night Out festivities, or go guerrilla. Here, EM shows you some of the best in each category. FASHION’S NIGHT OUT
Maybelline Makes Makeover Magic
As the official cosmetics sponsor of Mercedes-Benz Fashion Week, this year Maybelline engaged consumers at an offsite pop-up experience located in the Late Show with David Letterman building that focused on bringing backstage fashion secrets and beauty trends to the masses. A new Fashion Week strategy this year for Maybelline, the pop-up allowed the company...
American Express Gives Guests VIP Treatment
Throughout Mercedes-Benz Fashion Week, official sponsor American Express offered an array of fashion-related events and experiences exclusively to its cardholders. The centerpiece of the sponsorship program was a partnership with Architectural Digest in which the company commissioned renowned interior designer Bill Sofield to create the American Express Skybox, an exclusive space situated above Lincoln Center’s...
Fashion Week Bids Farewell to Bryant Park
After 18 years of pitching its iconic tents at Bryant Park, New York’s Mercedes-Benz Fashion Week has uprooted the stakes. This fall the show moved to Lincoln Center, a venue farther from the Garment District, yet considered a hub of refined culture and art. EM scoped out the new digs and chatted with IMG’s Christina...