New York Fashion Week’s corporate sponsors are very important because more often than we’d like to admit they provide our meals for the week (thank you Frappuccino and Pop Chips–not so much Muscle Milk). Here are this coming fashion week’s sponsors, as per IMG’s latest release: Mercedes-Benz (duh), DHL, American Express, Maybelline New York, TRESemmé, Starbucks Frappuccino Coffee Drink, W Hotels Worldwide, AOL, Diet Pepsi, Kim Crawford Wines, ideeli, the Heart Truth Campaign, Fiji water, and the New York Times. It’s the same old crew for the most part, but their approach to sponsorship has gotten more innovative and in some cases, just plain weird.
Most notably, Mercedes-Benz has hired Brad Goreski to go on “patrol” in the brand’s new 2012 CLS 63 AMG to seek out “stylesetters with fresh, creative design looks and alluring appeal,” and award them for superior styling with a ride to their next show. Goreski will be supported by a team of “Fashion Enforcers,” and Lauren is one of them. She will carry a nightstick along with her Chanel 2.25 so get your game outfits on (JK!). What’s more, “a lucky few will receive an invitation to the culmination event in the Mercedes-Benz Star Lounge.” Even more incentive to look your best and be cold and pained in too-high heels during fashion week!
Other fun sponsorship gimmicks:
–Usually American Express picks one designer to re-present his or her collection for card members. But this season AmEx’s CFDA/Vogue Fashion Fund Cardmembers Show is a fashion mash-up featuring over 60 looks from past CFDA/Fashion Fund winners including Alexander Wang, Marchesa, Prabal Gurung, Joseph Altuzarra, Derek Lam, Peter Som and Libertine.
–Fiji has recruited some performance artists called “The Bumbys” to judge your fashion week outfits. For real. According to the release, “As the week gets into full swing, FIJI Water will be hosting a special appearance by famed performance artists, ‘The Bumbys’ on Friday, February 11th from 7:00 – 10:00 p.m. Stop by their table in the lobby to receive a ‘Fair and Honest Appraisal of Your Appearance.’ A little bit snarky and a lot sweet, Jill and Gil Bumby will be the real fashion critics this season in the tents at Lincoln Center.” Somehow I doubt the Bumbys will be the “real fashion critics” this season…
–Maybelline spokesmodels Charlotte Kemp Muhl and Erin Wasson will be on hand on February 13 and 14 respectively for a meet and greet at the brand’s front of house lounge at the tents.
–Simon Doonan will design the windows for Diet Pepsi Skinny Can’s pop-up window/”public art installation” at 362 Broadway (at least he’s still doing windows somewhere…).