Despite growing concerns around the efficacy of showing at New York Fashion Week, it can be a smart way for a brand to make a name for itself in the U.S., whether it's new, based in another country or introducing a new creative director. Particularly if the brand has already built a little buzz, it may be able to create one of those rare, thrilling NYFW moments.
That could certainly be the case with one of the below designers. As we do every season, we've rounded up all of the brands that will be showing at NYFW for the first time. From a Danish label beloved by street-style stars to a menswear favorite launching womenswear to Paris Hilton's favorite brand in the early aughts, read on to learn about them all.
John Elliott (Women's)
Beloved Los Angeles-based menswear designer John Elliott is debuting womenswear to much anticipation this season, hopping from the men's calendar to the women's one for a dual-gender show. It's a big step for the brand, which will show all categories for both genders including denim, knitwear, outerwear and eveningwear; but given Elliott's trajectory and the fact that women have been eyeing his menswear for a while, we bet it will pay off.
Adidas x Daniëlle Cathari
A year ago, Amsterdam Fashion Institute alum Daniëlle Cathari presented a collection consisting of deconstructed vintage Adidas tracksuits as part of the VFiles show at NYFW. Adidas clearly took notice — in a positive and not lawsuit sort-of way — and tapped Cathari for an official collaboration with Adidas Originals (in which Kendall Jenner is somehow involved), debuting with a presentation.
Another foreign brand aiming to show the U.S. some love, Bottega Veneta is ditching its Milanese home to show stateside at the American Stock Exchange. The move coincides with a new Madison Avenue shop and New York-inspired capsule collection, so it feels safe to say the show will be designed to grab consumers' attention.
A common way for a new creative director to promote their new vision for a brand is with a Fashion Week event, and that's what Giovanni Morelli, who succeeded Stuart Weitzman at his namesake brand last May, will do this season. The Tapestry-owned footwear brand will usher in its new era with a presentation at chic restaurant The Pool.
Barbara Potts and Catherine Saks's colorful fur outerwear has certainly already had a presence at NYFW, but on the backs of stylish editors. With fans like Leandra Medine and Emily Weiss and stockists including Net-a-Porter and Matchesfashion, the Copenhagen-based brand is naturally making a push into the U.S. with its first presentation. Expect a fun and playful vibe and lots of stylish attendees.
Another brand that countless influencers have likely worn to Fashion Week is Nanushka, a 13-year-old Hungarian label whose 2016 majority investment and "organic" influencer marketing efforts resulted in a significant spike in exposure and sales over the past couple of years. To capitalize on all that, it will stage a presentation in New York that's sure to attract a slew of stylish fans and hopefully kickstart even more growth for the brand.
Known for her cocktail attire that already has a strong celebrity following (including Beyoncé), Australian designer Alice McCall is making her stateside debut as well. According the the Sydney Morning Herald, she plans to introduce more red carpet gowns in pursuit of some awards-season celebrity placements.
Launched in 2014, Helen Anthony is a British menswear label that has previously shown in Milan and at Pitti Uomo. But at NYFW, the brand will launch its first official unisex collection "blurring the lines between Menswear and Womenswear, thus challenging the rules of traditional tailoring," in the brand's words. Aesthetically, it's got some strong Gucci vibes.
Back in the early aughts, a little LA-based brand called Juicy Couture took over the world with its velour and terry-cloth tracksuits and now its comeback is fully underway under new creative director, the celebrity stylist Jamie Mizrahi. Following a low-key preview last season, it's entering full-on runway show territory for Fall 2018 and we can't wait to see what celebrities are in attendance.
Carlisle, whose NYFW debut also marks that of a new creative director, Fred Tutino, is a womenswear brand that connects shoppers with personal stylists to help them build their wardrobes. Its messaging centers around empowering women and we're told the show's front row will include "C-suite executives and powerful New Yorkers" alongside A-list celebrities. Celebrity stylist Micaela Erlanger is styling it.
Global Fashion Collective
Produced by Vancouver Fashion Week, Global Fashion Collective will consist of two group shows featuring:
Caroline Ann Designs
Kim Tiziana Rotmüller
Asia Fashion Collection
AFC is an incubation project and competition supported by Vantan Inc. and PARCO, in cooperation with other Asia-based partners. This season, it has brought the following to New York for a runway show:
Ka Wa Kei
Chan Chit Lo
Épi á la Mode
Oxford Fashion Studio
This platform for emerging fashion brands will host the NYFW debuts of the following independent designers:
Tone Fitness Apparel
Coco & Ilia
The newcomers to this long-running designer showcase are:
By Sonia Olla