Macy’s, following its tradition of staging big public spectacles like the Thanksgiving Parade and July 4th fireworks, is taking on New York’s Fashion Week with a show of its own.
The “Macy’s Presents Fashion’s Front Row” event, which officials describe as Macy’s biggest fashion show ever with more than 60 models and approximately 150 looks mixing with music and dance, is set for Sept. 17 at The Theater at Madison Square Garden.
The event will be aired on E! Entertainment Sept. 23 at 8 p.m. The broadcast will have highlights of the show’s celebrity appearances, interviews, behind-the-scenes arrivals and moments from New York Fashion Week.
One-hundred percent of the proceeds of the ticket sales will support Broadway Cares/Equity Fights AIDS and the Council of Fashion Designers of America Foundation. On the more commercial side, looks featured in the show can be shopped at macys.com/frontrow.
Hitting the runway at Macy’s Front Row will be plenty of Macy’s exclusives including Heidi by Heidi Klum Intimates, INC, Ryan Seacrest Distinction, Thalía Sodi and Tommy Hilfiger. Nate Ruess, front man of the band Fun, will perform songs from his debut solo album, “Grand Romantic.” Other performers are being lined up.
Macy’s officials said the event will be a “catalyst” for in-store events between Sept. 24 and 26. Macy’s flagships in Chicago, Los Angeles, Miami, New York and San Francisco will host celebrity and designer appearances and fashion presentations and more stores will have shopping parties.
Tickets will be priced at $55 and $80 and go on sale Aug. 21. There will be an American Express pre-sale beginning Aug. 14 for cardholders.
Heidi Klum is expected to attend as a guest and will most likely take a bow on stage after her collection is featured, but she will not model in the show, according to Macy’s.
The format of the show seems reminiscent of last year’s Fashion Rocks concert at the Barclays Center in Brooklyn, sponsored by Macy’s, and which had a mix of fashion and music on a big stage, but that wasn’t considered a big artistic success.
Expectations are high for Macy’s Presents Fashion’s Front Row. Martine Reardon, the store’s chief marketing officer, said the show “will ignite the catwalk in a celebration of fashion and music, featuring the hottest styles for fall, as well as fantastic music and dance performances.”