New York Fashion Week officially begins tomorrow, and truly big changes are afoot. A name change, additional venues, a final move downtown and most significantly, a push towards content comes on the heels of a rather substantial transition in 2013 (read: the acquisition of IMG by WME – these are the producers of the week long event). First, there is the name change, which comes as a result of a change in sponsors. German car company, Mercedes is out, along with the Mercedes Benz Fashion Week name that the event has held for years now. Incoming: sponsors like Intel, Lexus and Maybelline, and a new moniker for the week … New York Fashion Week: the Shows.
The week’s alterations hardly stop there, though. There is the change in venue. After being ousted from Lincoln Center (after a rather nasty little legal battle), the last remaining shows that had not already moved downtown, are, in fact, relocating. Skylight at Moynihan Station, in the old post office building on West 33rd Street, and Skylight Clarkson Sq in TriBeCa, are the two official locations. Milk Studios, Pier 59, the Standard Highline, and Spring Studios are also popular locales again this season – nothing too new here, as the fashion industry in New York has been shying away from showing at Lincoln Center for several seasons now. They’ve been opting for an array of other off-site locations, such as those noted above, for a variety of reasons, including the fact that Lincoln Center had simply turned into a circus of fashion fans, making it less than appealing for designers and show-goers.
Maybe the most momentous change of all though is the shift towards television. As Vanessa Friedman put it in an article for the New York Tiimes today: “Fashion week is being treated by WME/IMG as something else entirely. Content.” To start off: WME/IMG is in negotiations with ABC Family for a two-hour documentary that will follow seven fashion week figures during the week. But this is just the beginning.
According to the New York Times: “A few weeks after the ready-to-wear shows end in October, WME/IMG will debut its first-ever network in an exclusive deal with Apple TV — the first such Apple exclusive. Entitled Made 2 Measure (M2M), the all-fashion channel will stream on demand, featuring an original M2M documentary series on designers, industry issues and trends, as well as classic fashion films and documentaries and new looks at the shows that took place at the WME/IMG venues.”
Stay tuned. This is big.
IMAGE COURTESY OF STYLE.COM