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:

Read more →