Fashion Meets Automotive: A Look Into NYFW
Come February there is a certain sophistication that paves the streets of New York City. A more stylish, fresh scene that garners the attention of everyone around. To many, New York Fashion Week is the event of the year. Whether it’s the beginning to a new wardrobe or a dreamy glimpse into the world of high fashion, loyal patrons attend these events each year with the same childlike enthusiasm.
Behind the year-long preparation, hard work, and logistics comes the need for sponsorship. In no circumstance could an event this big be pulled off without fiduciary support. The masterminds behind NYFW, known as IMG, set forth on a hunt for strategic sponsors. This year, Perrier, a carbonated mineral water brand, is showing their support for the fashion event, as many adorners will take part in digital events from home due to COVID-19.
While sponsorships like Perrier are considered vital, there is one sector that has become a common ally to the glamour of NYFW and a notable main event sponsor: the automotive industry. For over a decade we’ve watched luxury car brands form an alignment with upscale designers and the runway stages that attract thousands. But what caused these two worlds to collide? Find out why automotive sponsorship became the perfect pairing for NYFW, with further details into this year’s socially-distanced shows.
Why are automotive brands a leading sponsor of New York Fashion Week?
From Milan to Paris, from New York to Moscow, there is an automotive brand present at just about every major fashion week event across the globe. Well known luxury manufacturer, Mercedes-Benz, remains a leading sponsor of these events, with an impressive eight year reign as the official NYFW sponsor.
Although Mercedes opted out of sponsorship in 2014, New York Fashion Week kept the tradition of keeping an automotive sponsor on display as it transitioned to Lexus and now BMW. Even Audi, Rolls-Royce, and Cadillac have supported specific events, further intertwining these two worlds into one.
All leading to the question: Why are automotive companies the chosen sponsor?
Marketing at NYFW
If there is any industry who is making use of advertising budgets it’s the automotive one. You probably can’t remember the last time a car ad didn’t pop up on your Hulu subscription or was displayed at a sporting event.
Auto manufacturers are infamous for their marketing budgets, making them an attractive sponsor of events like New York Fashion Week. Not only does their funding broaden the scope of visibility for said designers, automakers also benefit greatly from the added exposure.
Cultural alignment at NYFW
Some could say high fashion and luxury cars go hand in hand. The intricate design and craftsmanship behind a luxury vehicle ties well with the same expertise and creativity involved in producing a fashion collection.
A sleek and state-of-the-art headlight design instills the same type of je ne sais quoi as a new fashion trend would invoke for designers. The drive and innovation leading these industries individually is ultimately what brings them together as one, making it a cultural alignment for the masses.
A perfect pairing
In an interview with Elle Magazine, designer, LaQuan Smith, expresses the organic connection between a luxury BMW and the type of fashion that influences his inspiration. He states, “there is nothing more glamorous than a woman driving a BMW car wearing LaQuan Smith.”
An automotive sponsorship does more than show support for the fashion industry, it is an opportunity for designers to reach a wider platform and create a bridge between fashion and other luxury brands.
The symbiotic relationship between high-end designers like Smith and the quintessential class of a BMW is exactly why these two worlds collide. Auto designers don’t want to see bad headlights or poor interior design on one of their models, just like fashion designers hate to see bad fashion hit the runway. Both sectors are only striving for the best — serving up a union that shows an appreciation for quality, design, and craftsmanship. All factors that comprise both industries.
For more information regarding this year’s fashion week, check out the 2021 NYFW schedule to take part in virtual and socially distanced shows.
What is your reaction?
I find it interesting that many events did not previously put such a heavy focus on offering a virtual/digital access to events. More individuals can participate online versus in-person.
For all the many times I have seen these cars at the show, I just assumed rich people drive expensive things. Didn’t occur to me sponsorship/ partnership is a thing. Interesting read.