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On September 10, Vigilance founder designer Angelo Bacque presented a collaboration at the fashion brand’s NYFW show. But the four-piece collection was not made with another fashion brand or designer; Instead, Baque partnered with the mail carrier UPS.
It is now common to see non-fashion brands at fashion shows and events, especially in a sponsorship capacity. From mail carriers to financial services companies to hotels, these companies are looking to capitalize on the affluent NYFW audience. But for brands, beyond the money received, it can be a way to connect with the right company to emphasize The message they want their show to send.
This was the idea for Baque during the collaboration. with UPS. Bucky, born to Ecuadorian parents and raised in Queens, decided to partner with UPS because of its small business improvement tools and $1 million in grants to various businesses he owns. UPS provided funding to create the apparel and active event.
“I wanted to. [highlight] Our shared commitment to empowering and uniting Latinx communities,” said Bakke. ” of [show’s theme]’Unidos Para Siempre,’ by UPS acronym and It shows solidarity in what can be a particularly fragmented cultural identity.
“We couldn’t think of a better way to support small businesses than on the global stage of New York Fashion Week,” Betty Wilson, UPS vp of digital marketing and brand activation told The Glossy via email.
Financial services firm TIAA, which offers retirement savings, worked with designer Fe Noel on a dress covered in fake bills totaling $1.6 million, the average amount women lose in retirement savings due to inequality.
Noel said she wanted her NYFW show to double as an act of protest and “highlight the glaring differences” and ways in which women are financially disadvantaged. Working with a financial company trying to solve the problem made the message even stronger, Noel said.
With the majority of women being fashion school graduates, NYFW was the perfect way for TIAA to get its message out to more women, said Mickey Onvral, TIAA CMO and former CEO of menswear brand Bonobos. TIAA paid for both the costume and the event.
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