Luxury

Artfully Branded: Immersive Experiences Takeover New York Fashion Week

As Hermès, Refinery29 and Yves Saint Laurent opt for rooms over runways, the power of Instagram transforms fashion week.

By Angela Ledgerwood

Luxury

As Hermès, Refinery29 and Yves Saint Laurent opt for rooms over runways, the power of Instagram transforms fashion week.

By Angela Ledgerwood

Immersive Insta-worthy branded experiences aren’t going anywhere (soon), but as influencer culture gathers momentum and morphs, brands are scrambling to stay relevant. There was no better showcase of this than New York Fashion Week. As experience replaced runways for many, three brands got it right in the concrete playground this September.

Hermès, arguably one of the most exclusive brands in the world, transformed an empty retail space next to Jeffrey into a welcoming and vibrant pop-up in the Meatpacking district that will travel to Toronto, Singapore, Los Angeles and Milan until November. Conceived by artistic director Bali Barret, the Hermès Carré Club (silk scarf club) replete with legitimately friendly silk-jumpsuit clad hosts, featured a karaoke booth (Carre-Ok), café and series of mini artists’ studios where visitors could casually chat to the scarf designers and artists behind Hermès’ designs.

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