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New York Fashion Week (NYFW) in September will be a mix of physical shows and digital events, the latest sign that the fashion world may be inching back to the traditional in-person events that were the norm before the pandemic forced everything to go virtual.
The event, scheduled for 8-12 September, gained the commitment of 11 leading designers that will present their collections at NYFW for three seasons, according to IMG, which produces shows for NYFW. Telfar, Proenza Schouler, Rodarte, Brandon Maxwell, Altuzarra, Jason Wu, Monse, Prabal Gurung, Sergio Hudson, LaQuan Smith and Markarian have formed a “Fashion Alliance” that will be a cornerstone for NYFW, IMG revealed on Wednesday. In exchange, IMG will help fund the designers’ shows or events. NYFW: The Shows, the event owned by IMG, has also signed new partner Afterpay, the buy-now, pay-later company, that will extend its consumer integrations.
With normal lockdown restrictions loosening, NYFW will be back in a “big” way, says Leslie Russo, president of global fashion events for IMG.
Physical runway shows are powerful in the way they harness the presence of the “right” people — executives, editors, celebrities and influencers — who travel between the world’s fashion capitals, to keep the wheels of a multi-million-dollar industry that brings both investment and tourist spending into New York, London, Milan and Paris whirring. Over the past year, all of that had been erased by the pandemic. The four cities missed out on more than $600 million in economic activity at the most recent Autumn/Winter 2021 season, according to data compiled by Bloomberg.