How Unrelated Brands Use NYFW to Their Advantage

By: Shaw Bouley, New Business

You may think it’s strange for an advertising agency with no fashion clients to become involved in fashion week, but it can be a major creative opportunity for your brands. New York Fashion Week has historically generated about $900 million in annual economic impact, contributing significantly to all industries. But brands from these industries are no longer just experiencing the ripple effect; they’re actively becoming involved in the event itself. Inspiration and opportunities can present themselves anytime, anywhere, and NYFW is just one of them. 

Take Duolingo, a language-learning app that could not possibly have less to do with fashion; they just launched ‘The Phonetic Collection’. After conducting a survey, they found that 62% of Americans believe they can correctly pronounce the brand name “Hermès”, yet only 15% actually can. So, they created a line that highlights how popular luxury brands are truly pronounced, by putting the words “air-mess” (Hermès), on a faux Birkin bag, for example.  

Source: Duolingo’s Instagram page

Alani Nu also took advantage of all the buzz in the city to promote their energy drinks. Partnering with fashion designer Christian Siriano, they created a gown based on their cult-favorite Witch’s Brew drink. This, combined with their ‘Coven Club’, a five-story pop-up experience, quickly made Alani Nu the talk of the town.  

Christian Siriano gown inspired by Alani Nu Witch’s Brew. Credit: JP Yim/Getty

Finally, Morgan & Morgan introduced ‘The Slip & Fall Collection’, inspired by common personal injuries. Models walked the runway in looks such as black ice, dog bite denim, and gauze. By turning what are usually vulnerable moments into powerful fashion statements, Morgan & Morgan reinforced their reputation for helping their clients get justice after their injuries.  

Source: Morgan & Morgan’s Instagram page

To the untrained eye, these campaigns may seem risky, pointless, and expensive, with the potential to generate absolutely no extra revenue; but we know that fashion is a weapon that, when used unexpectedly, draws attention. We were first on the table when we launched our latest campaign, “Rosen Runway” for Rosen Hotels & Resorts. This campaign pulled inspiration from Vogue, Harper’s Bazaar, and Interview Magazine. The results were staggering; Rosen experienced a 400% increase in YoY website traffic, a 177% increase in YoY click-through rate, and a 50% decrease in cost-per-click. Rosen Runway is proof that when agencies utilize fashion to take creative risks, they provide results that their clients can be proud of. Keep &Barr in mind for the next time your brand needs a fashionable solution.