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:
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Diet Coke has long been the fashion industry’s drink of choice. It’s basically like water for fashion folk.
The industry, has of course, embraced their carbonated beverage of choice in very visible ways–we’re looking at you Kaiser Karl. Karl Lagerfeld famously credited his weight loss in 2001 to a diet of Diet Coke and steamed veggies and was once spotted on a shoot with a butler standing by holding a goblet full of Diet Coke. Most recently, back in April, Lagerfeld designed a special bottle for Coca-Cola Light in France adorned with his iconic silhouette. He also shot their ad campaign, featuring Coca Rocha and Baptiste Giabiconi. Matthew Williamson, Manolo Blahnik, Nathalie Rykiel and Roberto Cavalli have all designed limited edition Coca Cola Light bottles as well.
But now it seems Diet Pepsi is trying to grab their share of the fast-growing fashion market. Today we received a four-pack of Diet Pepsi’s new “skinny” cans which hit shelves in March.
“The new sleek packaging is meant to offer a sassy new way for people to enjoy their beloved Diet Pepsi. The new cans are fashionable and are sure to be the hot new fashion accessory this Spring!” read a release. Get it? Because the cans are skinny, just like what everyone in fashion aspires to be.
Diet Pepsi did have their fashion moment in the sun with those iconic Cindy Crawford commercials back in 1990. Let’s relive it.
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