The National Football League is upping its fashion quotient.
The league will host an invitation-only event called the NFL Hall of Fashion at Pillars 37 gallery on Sept. 16. The one-night event is a first for the organization and designed to showcase its licensed product.
The NFL has collaborated with stylists Rachel Johnson and Phillip Bloch, and Grey Activation & PR to style mannequins wearing men’s and women’s apparel. The space will also feature photographs of celebrities including Jordin Sparks, Erin Heatherton and Jessica Szohr in the apparel.
“We’re celebrating our men’s and women’s campaigns,” said Rhiannon Madden, director of apparel for the NFL.
Although no product will be sold at the event, the mannequins are expected to generate buzz. “There’s no better way than seeing it styled,” she said. The product, which will include the league’s signature Nike jerseys as well as product from 47 Brand, New Era and Touch by Alyssa Milano, will be available for sale at NFLShop.com.
The Hall of Fashion event is for media and influencers only, but will also serve to introduce an initiative for consumers called the Digital Hall of Fashion. Madden explained that starting Sept. 17, fans can submit photos of themselves in NFL apparel to the @NFLFanStyle Instagram handle for a chance to be featured on the page.
“Your passion can become your fashion statement,” Madden said.
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