#OVERHEARDATNYFW
Fashion often takes itself too seriously. #OverheardAtNYFW was created to bring humor and relatability to @NYFW on Instagram only. Over the course of the event, @NYFW shares a curated collection of phrases “overheard” at fashion week. Post-event, content is integrated into off-season editorial calendar.
Disclosure: I can neither confirm nor deny that some #OverheardAtNYFW’s may be fictional and written by me.
BACK OF HOUSE
WITH RICHIE SHAZAM
See how it all comes together behind-the-scenes. In September 2021, the video series ‘Back of House’ was launched as an offshoot of nyfw.com’s popular editorial ‘blog’ of the same name.
In February 2022, ‘Back of House’ returned with IMG model Richie Shazam as its host. Through the looking-glass of our host’s POV featuring backstage moments with the industry’s finest including, models Bella Hadid and Paloma Elsesser, makeup artists Dick Page and Diane Kendal, designers Joseph Altuzarra and Prabal Gurung, and many many more. Plus, see the runway from Richie’s seat, front row of course.
‘Back of House’ is an episodic video series available on-demand on NYFW’s streaming platform. Teaser clips were created for roll out on Instagram Reels and TikTok to drive potential conversions for sign ups for the streaming platform and increase viewership overall.
View Back of House with Richie Shazam on New York Fashion Week’s streaming platform.
Photo by Masha Maltsava, videos & post-production by South James Production for New York Fashion Week.
SHOPPABLE VIDEO
Photo and video by InDigital Media Group.
Before there was Instagram Shopping, there was e-commerce on NYFW’s video streaming platform. In September 2021, the feature launched with 5 marquee designers: Sergio Hudson, LaQuan Smith, Jason Wu, Altuzarra, and Maison Kitsune. Through turn-key product integration, audiences could watch and shop the shows without needing to leaving the video environment to checkout.
A year after launching, original video content was crafted around the e-commerce feature and WME represented talent Venus and Serena Williams for their respective fashion labels.
All content was produced, edited and aired on streaming platform within 24 hours with social support via Instagram Reels on owned and operated accounts.
Videos: EleVen by Venus Williams and S by Serena.