As the lights dim on New York Fashion Week, style-savvy photographers, bloggers and editors shift their focus to London, Milan and Paris Fashion Weeks to round out their point of view on spring/summer 2017 trends. As most local PR pros breathe a sigh of relief that the New York shows are over, this is also a great time for reflection. Below is a list of press-worthy strategies I observed while following some of the most talked-about shows of the season.
- Go Big or Go Home
Tommy Hilfiger’s over-the-top carnival at Pier 16 couldn’t have been bigger. With functioning rides, fried treats and outrageous ambiance, Tommy reminded us that a grand-scale event and partnering with a bona-fide “IT” supermodel, Gigi Hadid, are forces to be reckoned with as he collected social and traditional press hits across the board. The cherry on top? Gigi Hadid’s girl squad (think Taylor Swift, Martha Hunt) sat front and center, providing full access to influential content creators in attendance. This resulted in even more fangirl posts from the likes of Elle, Teen Vogue, and enthusiastic attendees’ Snapchat stories. What do we learn from this? Make your top tactics accessible – there’s no sense in inviting the Taylor Swifts of the world to your event if they aren’t visible.
- Break the Rules… Sometimes
I bet you can guess who this piece of advice came from – that’s right, none other than Yeezy, Ye, Yeezus, Kim K’s main squeeze… Kanye West. West received significant flak for starting his show two hours late in thick heat – leading to fainting models and angry designers who’s shows were ditched in order to attend the last-minute event on Roosevelt Island (It’s okay, many New Yorker’s don’t know what or where Roosevelt Island is either). See a laughable Twitter play-by-play of the show here.
Yeezy season 4 certainly made an aesthetic statement – but the fact West continually trumps in-place show schedules is what really draws press to his shows regardless of his bad behavior. All the wrong reasons? Maybe, but in-crowd writers must feel pretty fantastic when they receive that last-minute email instructing them to catch a bus in Chelsea to transport them to a super-secret show location. The lesson: making press feel like they’re on a top-secret mission or really freaking important in order to attend your event is actually kind of genius. Well done, Mr. West… sort of.
- Reinventing simple things is (and always will be) cool
Too often we as writers and PR professionals try to reinvent the wheel. For those of us who fall in that category (ahem, everyone!), let us all take notes from the man, the myth, the legend, Ralph Lauren. Our dear friend Ralph did not create an exotic location or bus twitterpated press to an obscure housing development, but instead used his flagship store’s sidewalk on Madison Avenue as an illuminated runway. Here we see a prime example of taking advantage of owned commodities. Before you start looking for outside venues, vendors or partners, it is sometimes best to first consider your own assets. This not only results in low costs, but can also increase fluidity of a campaign or show. In Ralph Lauren’s case, guests were able to enter the store and shop looks just after the show ended – removing all additional effort attendees would have to make to actually buy something they admired at the show.
With love from a now fashionweek-less NYC,