Jason Wu \\ NYFW Grey

OBJECTIVE

Celebrate the inaugural collection of Jason Wu’s GREY line with a unique take on the typical New York Fashion Week runway show

APPROACH

In collaboration with Cadillac House in Tribeca NYC, Jason Wu brought his first New York Fashion Week showing of his GREY line to the world. This unique space offered the chance for Wu to not only showcase his apparel collection with a pinnacle runway presentation, but also provided a space to display the full breadth and concept of the GREY product line to the general public.

The whole space was transformed several days before the runway show in order to connect with as many consumers as possible. In addition to custom display carts holding accessories from his collection, there were several other cosponsored elements the general public could interact with in order to understand the full message behind the GREY collection. A wall holding 60+ custom produced Molskeine notebooks encouraged visitors to share their “visions for the future” while an oversized printed canvas invited the public to use custom tinted GREY Sharpies to add their creative flair to a Jason Wu fashion sketch.

RESULTS

This unique interactive presentation for New York Fashion Week saw hundreds of people interact with Jason Wu’s GREY collection. Instead of the typical invite-only style fashion show, interested fashion fans were included in the experience of the launch of this collection.