NEW YORK—From a pasta-adorned dress to a larger-than-life hoodie on a pickup truck, the experiential stunts and brand partnerships at this month’s New York Fashion Week ran the gamut.
The official NYFW Spring/Summer 2027 calendar, which took place Sept. 10-15, featured 63 runway shows, seven presentations, 43 by-appointment or extended presentations, six digital shows, and eight New York Menswear Day shows for a total of 126 activations.
The week started with Rachel Comey, Cult Gaia, Ralph Lauren, and Coach hosting their runway shows, while the seasonal kickoff party of the week’s organizer, Council of Fashion Designers of America (CFDA), took place at Rockefeller Center.
This season required more logistical planning than most. Not only did it need to fit in the window between Labor Day and London Fashion Week, but, this year, NYFW also took place across the 25th anniversary of the September 11 attacks and ran through Jewish New Year, Rosh Hashanah, which might explain why many events took place on Wednesday and Thursday.
Of course, the schedule was also filled with off-calendar shows, store openings, parties, and events from big-name brands.
Plus, unexpected brand collabs like Cadbury and LUAR continued to keep the fashion folks on their toes, while unconventional venues such as a BMW dealership became the norm. Keep scrolling to see the activations, parties, presentations, and designer partnerships from NYFW spring/summer 2027 that caught our eye…
The Retail Innovation Lab
N4XT once again partnered with SAP to bring the Retail Innovation Lab to New York Fashion Week. Located at 475 Broome St. in SoHo and running until Sept. 30, the activation features the launch of RE/DONE’s first collection designed with Kaia Gerber. Photo: Courtesy of N4XT
At the Lab, visitors are able to try out AI-enabled styling with an interactive surface that responds as they select garments, offering complete look recommendations and helping them discover complementary pieces. Photo: Courtesy of N4XT
A smart mirror identifies garments and sizes entering the fitting room, enabling a single request to route an associate with the relevant item, available size, location, and suggested additions. Photo: Courtesy of N4XT
As visitors touch and explore RE/DONE pieces, RFID-enabled product recognition can update nearby displays and styling context in real time. Photo: Courtesy of N4XT
The Retail Innovation Lab coincides with the launch of Kaia Volume 1, the brand’s first collection with Kaia Gerber, imbued with literary references and inspired by the melding of 1960s French intellectualism with 1990s New York City fashion. Photo: Courtesy of N4XT
Saratoga Spring Water x Public School New York Collab
The Saratoga Spring Water x Public School New York collaboration is an interpretation of the water brand’s signature blue bottle, brought to life by designers Dao-Yi Chow and Maxwell Osborne. The capsule collection features a leather lanyard bottle bag, a T-shirt, a cassette tape featuring a custom NYC soundscape, and a canvas tote with a Saratoga signature blue leather strap, emblazoned with the collaboration iconography. Photo: The Lab, Primo Brands
Following the runway show, Public School New York and Saratoga brought the partnership to life at an immersive pop-up at Iconic Magazines. Every attendee had the chance to score a piece from the limited-edition collection or other exclusive prizes. Proceeds from every item sold benefit New York City’s High School of Fashion Industries (HSFI). Photo: The Lab, Primo Brands
Cadbury Clutch
On Sept. 14, designer Raul Lopez debuted a limited-edition Cadbury Clutch during the LUAR Spring/Summer 2027 fashion show. Only five of the jewel-tone purple clutches were created, each featuring gold accents, individually applied Swarovski crystals, and a crystal-covered flap that takes approximately eight hours to complete. A concealed, platinum silver insulated interior holds Cadbury XL Bars and keeps them cool. Photo: Courtesy of Cadbury
Rachael Antonoff’s Barilla Al Bronzo Pasta Dress
Rachael Antonoff debuted a one-of-a-kind dress made from actual Barilla Al Bronzo pasta. The dress was created as part of Barilla Al Bronzo’s partnership with Cherry Bombe and modeled by Maryah Ananda. It was made from bucatini and radiatori that were individually hand-stitched into the garment—turning two of Barilla Al Bronzo’s most distinctive pasta shapes into unexpected embellishments. Cherry Bombe House took over three floors on West 14th Street for 10 days of food, fashion, and culture, with live podcast tapings, chef pop-ups, cookbook signings, and more. Photo: Courtesy of Rachael Antonoff
Kiehl’s stepped onto the runway with its first-ever fashion show sponsorship. In partnership with The Blonds, Kiehl’s served as the official skincare sponsor of the fashion house’s 20th Anniversary Runway Show and Official After-Party. The brand brought its skincare expertise backstage, with makeup artist Deney Adam incorporating Kiehl’s newest innovation, 1CC* CollaShot Plump Serum, into skin prep, alongside additional Kiehl’s essentials including Avocado Eye Cream and Ultra Facial Cream. Photo: Michelle Kammerman
The partnership also celebrated Kiehl’s 175th anniversary and served as the latest installment of Kiehl’s Culture Club, a program designed to give the brand’s VIP community access to some of New York City’s most sought-after cultural moments. Photo: Michelle Kammerman
Following the runway show, Kiehl’s hosted an exclusive pre-game at Bar Bas, bringing guests like Christina Kirkman, Shea Durrazo, and Love Island’s Corey Sawyer Jr, Daniela Rivera, and Coco Watson together to celebrate before heading to The Blonds’ official after-party at Nebula. Photo: Michelle Kammerman
Ann Taylor’s Newsstand Pop-Up
To kick off NYFW, Ann Taylor celebrated the launch of its This Is Ann Fall campaign with fans of the brand, influencers, models, and celebrities at a pop-up event in SoHo. The event took place at Iconic Magazines, where the brand took over the storefront with its fall campaign images. Photo: BFA / Madison McGaw
More than 1,000 guests were treated to classic NYC pretzels served from a branded cart, Ann Taylor-branded waters, and a newsstand featuring the brand’s magalog, collectable postcards, and the reveal of its cover of Daily Front Row’s Fashion Week print issue. Photo: BFA / Madison McGaw
Aritzia x i-D
Aritzia hosted a cocktail event in partnership with i-D to mark the launch of the magazine’s AW26 “Mother” issue, which features cover star Gisele Bündchen in a featured piece from Aritzia’s soon-to-launch leather assortment. Photo: Jason Lowrie/BFA
The late-night celebration, held at newly opened Tribeca hotspot Faux, brought together fashion industry notables, friends of the brand, and VIPs for an evening that culminated in a special performance by Kim Petras. Guests were also gifted custom “Mother” graphic tees created by Aritzia and i-D. Pictured: The event’s step-and-repeat featured wildflowers and greenry behind frosted Plexiglass. Photo: Jason Lowrie/BFA
Bobbi Brown’s The Prime Times Pop-Up
On Sept. 17, Bobbi Brown brought The Prime Times pop-up to the Meatpacking District, where consumers stopped by a branded newsstand to discover and sample the beauty brand’s Vitamin Enriched Face Base+ (VEFB+), while grabbing some morning essentials like grapefruit-infused Spindrift and mini croissants in a custom branded pastry bag. Guests also picked up a VEFB+ sample, with select scratch-off winners receiving the full-size product. Photo: Courtesy of Bobbi Brown
TikTok Shop Fashion Fest
On Sept. 9, TikTok took over Pier Sixty for an invite-only evening. Los Angeles-based experiential agency Innovate Marketing Group led production, creative, and creator experience for the event, which included a live runway show, brand-and-creator matchmaking moments, and purpose-built activation areas engineered for posting. Photo: Courtesy of Innovate Marketing Group
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More than 40 brands were able to connect with creators for product discovery, sampling, and TikTok Shop selling tips, while the runway show featured 23 models in 46 looks featuring participating brands, linking the fashion show directly to the showcase. Photo: Courtesy of Innovate Marketing Group
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The event welcomed more than 800 attendees, including over 730 creators. An official TikTok Shop livestream and three seller livestream booths extended the experience to online audiences. “Fashion week used to be about who was in the room. Now it’s about what leaves the room. This event was built so that every creator walked out with a week of content and every brand walked out with real relationships,” said Amanda Ma, founder and CEO of Innovate Marketing Group. Photo: Courtesy of Innovate Marketing Group
BRANDEdit Café Society, Presented by Comfrt
BRANDEdit, The Digital Dept.’s in-house experiential program, hosted a two-day creator experience and gifting suite, in partnership with Comfrt. On Sept. 15 and 16, the BRANDEdit team transformed a private venue in the Flatiron District into BRANDEdit Café Society, Presented by Comfrt. Guests were invited to wander through a series of curated brand moments designed to feel like discoveries along a city street. Photo: Courtesy of BRANDEdit
Creator attendees could visit activations including custom embroidery of signature sweatshirts at title sponsor Comfrt’s embroidery booth, eyewear try-ons and gifting at Zenni Optical’s bakery-inspired display, gifting and a pink photo moment at Shokz’ newsstand activation, nonalcoholic wine tastings with FRE Wines’ café stand, NYFW styling essentials at Nippies’ stand, product displays and sampling at the Miss Mouth’s booth, and assorted gifting at Clean & Clear’s fruit stand-style activation. Photo: Courtesy of BRANDEdit
The experience continued at the BRANDEdit Café, where beauty, wellness, fashion, and lifestyle brands, including Beauty of Joseon, Playa Beauty, and more, were thoughtfully integrated among pastry-inspired merchandising, café details, and elevated product displays. Photo: Courtesy of BRANDEdit
IPSY’s Beauty Week
The beauty brand took over Maison Welles, creating the IPSY Social House, an exclusive creator experience featuring beauty touch-ups, refreshments, and immersive activations throughout the day. IPSY closed out Social House with an intimate evening bringing together beauty insiders and fashion trendsetters for a celebration of beauty, fashion, and culture. Photo: Courtesy of IPSY
On the streets of NYC, IPSY offered creators, attendees, and consumers on-the-go essentials to refresh between shows and events with a mobile touch-up cart. Photo: Courtesy of IPSY
Poshmark Dry Cleaners
Poshmark extended the launch of its new “Try Yourself On” brand platform with Poshmark Dry Cleaners, a Fashion Week pop-up hosted by Chloe Fineman. Photo: Hunter Abrams
Open to the public on Sept. 13, the pop-up offered guests the chance to take home a memorable piece from Fineman and other Poshmark Tastemaker’s real closets. The Poshmark Dry Cleaners was concepted by nice&frank, the creative agency behind the brand’s “Try Yourself On” international campaign. Photo: Hunter Abrams
The immersive experience also spotlighted the newly launched in-app Tastemaker curation featuring coveted pieces from the closets of Fineman, Courtney Grow, Colleen Allen, Jalil Johnson, Elissa Santisi and her daughter Francesca Keller, and Poshmark chief revenue officer Elizabeth von der Goltz. Courtesy of Getty Entertainment / Astrid Stawiarz
Nest New York’s Cardamom Latte Café
Nest New York transformed its newest fine fragrance from bottle to beverage with its Cardamom Latte Café in NYC’s Meatpacking District. On Sept. 14, the brand hosted a complimentary café cart celebrating its new Cardamom Latte Eau de Parfum, inviting consumers to sip a cardamom latte-inspired drink while discovering the new scent, which blends cardamom, jasmine petals, coconut milk, and vanilla cream. The activation location, the Chelsea triangle, is also strategically positioned, just steps from Sephora, where the fragrance is exclusively available. Photo: Courtesy of Nest New York
Bauhaus Ballet
Capital One and creative agency The Cultivist teamed up to present Bauhaus Ballet by photographer Szilveszter Makó, who transformed a space in Chelsea into a six-room experience. Visitors were able to step inside the sets from Makó’s shoots and capture their own images. Each room reflected a different place inside the photographer’s mind. Photo: Courtesy of Szilveszter Makó, Capital One, and The Cultivist
As part of the experience, Makó curated an archive room featuring a living archive of pieces from select designers including Viktor & Rolf, Marc Jacobs, and more. Capital One Business also brought together creative entrepreneurs and industry leaders for a panel on innovation in fashion, alongside a brunch celebrating Sergio Hudson’s 10-year anniversary as a founder. Capital One Business also served as a presenting sponsor of Hudson’s Spring/Summer 2027 collection. Photo: Courtesy of Szilveszter Makó, Capital One, and The Cultivist
Pink Palm Puff
Ready-to-wear brand Pink Palm Puff took over the streets of NYC with a giant replica of its iconic “Everything Comes in Waves” hoodie. The larger-than-life garment traveled through SoHo and Times Square on a vintage pink pickup truck wrapped in Pink Palm Puff’s signature palm print, gifting pieces to lucky passersby. Photo: Courtesy of Pink Palm Puff
Estée Lauder’s Glimmer Eau de Parfum Launch
Following a cocktail party with Hailee Steinfeld, the face of Glimmer’s global campaign, Estée Lauder hosted an immersive pop-up. Inspired by the people, passions, and moments that make us “glimmer,” the experience featured sensorial, interactive, and highly shareable moments that brought the fragrance and campaign to life. Photo: Courtesy of Estée Lauder
M Social Downtown x Runway 7
M Social Hotel New York Downtown hosted a fashion showcase on Sept. 9 in partnership with Runway 7. The evening featured the work of Venezuelan haute couture designer Alejandro de los Reyes, who’s known for dramatic silhouettes, intricate embellishments, crystals, and handcrafted finishes. Photo: Courtesy of M Social Hotel New York Downtown
Planet Fashion TV’s Driven By Design
A runway presentation at the newly opened BMW of Long Island City brought together designers César Galindo and Ema Sav ahl inside the car brand’s striking four-story flagship. The choice of BMW of Long Island City as the setting for the event was central to the experience. Completed in early 2026, the state-of-the-art space transformed a former car wash and repair site on Queens Boulevard into a dramatic glass-and-light destination.
“This space was designed around movement, precision, performance, and luxury, which made it an incredible setting for fashion,” said Planet Fashion TV founder, CEO, and executive producer Celia Evans. “Driven By Design was about bringing together creative worlds that understand the importance of design and the power of making a statement. Seeing César and Ema’s work come to life inside BMW of Long Island City was exactly the kind of unexpected New York Fashion Week experience we wanted to create.” Photo: Mark Gunter for Getty Images
POSSE Suite
This NYFW, POSSE traded its LA home for a suite at the historic Hotel Chelsea, bringing its signature hospitality to New York for two days of private appointments with fashion, entertainment, and digital tastemakers. Hosted by POSSE founders Jadon Medina and Marley Hemmen, the intimate suite welcomed attendees including K-Pop Demon Hunters’ REI AMI, Bravolebrities Ally Lewber and Maddi Reese, Love Island USA’s Belle-A, Gracyn Blackmore, Coco Watson, Corey Sawyer JR, music artist Snow Wife, Quinton Griggs, and more. Photo: @bywillscamera
Guests moved through a curated edit of fashion, beauty, and lifestyle partners including MaryRuth’s, Flat Lay London, Kulani Kinis, and Dancing Sonoma. MaryRuth’s served guests an Inner Glow Spritz, a custom tonic made with the brand’s viral Liquid Morning Multivitamin. Photo: @bywillscamera
London-based Flat Lay introduced its newest hair tool case, designed to hold everyday styling essentials in one travel-ready bag, while Australian label Kulani Kinis showcased its newly released Sun Signs collection, with knit sets, dresses, and ready-to-wear pieces, extending the label beyond the swimwear it’s known for. Guests also took home Northern California wine label Dancing Sonoma’s fragrance discovery set, created as a sensory counterpart to its wines. Photo: @bywillscamera
Prabal Gurung x Bombay Sapphire
Prabal Gurung brought together fashion’s biggest names for his highly anticipated Spring/Summer 2027 runway show, which was preceded by an exclusive cocktail hour in Chelsea where guests celebrated the collection with Bombay Sapphire cocktails, including Bombay Sapphire Sparkling Lemons and martinis. Photo: Moment Dept
CLD PR’s NYFW Kickoff Event
CLD PR returned to NYFW for its fourth year, taking over the rooftop of ModernHaus SoHo for an invite-only gathering of fashion insiders, tastemakers, creators, and celebrities. Presented by Burlington in celebration of its new “House of Burl” campaign, the afternoon offered an exclusive first look at the retailer’s new fall looks, alongside a lineup of more than 25 fashion, beauty, wellness, and lifestyle brands including Pink Palm Puff, Baby Gold, Teddy Blake, COLAB, NOYZ, and Nassif MD Skincare. Tru Niagen and Niagen Plus also offered on-site NAD+ IV treatments. Photo: Courtesy of CLD PR