Macy’s has three big signature events — the Thanksgiving Parade, the Flower Show and the Fourth of July Fireworks — and sees room for a fourth.
That would be Macy’s Presents Fashion’s Front Row, a cause-related event mixing top music acts and a fashion show that’s staged for the masses.
The Fashion’s Front Row concept was launched last year. This year, it will be held Sept. 7, and for a second time at the Theater at Madison Square Garden.
According to Macy’s executives, the second edition is being pumped up. Pop star Ariana Grande and Florida-born rapper Flo Rida will be performing, while the runway presentation will include styles from Calvin Klein, the I.N.C. International Concepts private brand, Rachel Rachel Roy and Tommy Hilfiger (which are both sold exclusively at Macy’s), and the Tallia and William Rast brands.
In addition, the show will debut Betsey Johnson’s collection inspired by DreamWorks Animation’s film “Trolls,” which opens Nov. 4 in theaters around the U.S.
Makeup artists from Lancôme will be creating beauty looks for the models, and Samsung is providing technology for the event and will showcase its smartwatches on the runway.
“The elusive front row will be open for all to enjoy,” said Joseph Feczko, executive producer of Macy’s Presents Fashion’s Front Row. Macy’s executives consider Fashion’s Front Row a kickoff for New York Fashion Week.
Fashion’s Front Row benefits the Council of Fashion Designers of America Foundation Inc. and Ronald McDonald House New York by contributing 100 percent of the purchase price, minus Ticketmaster and facility fees.
Tickets, priced at $55 and $80, go on sale first via an American Express card presale starting Aug. 1 and will be available at ticketmaster.com, or 866-858-0008, or at the Madison Square Garden Box Office. Ticketmaster orders are subject to service fees. People with disabilities can buy tickets through Ticketmaster, at the MSG Box Office or by calling MSG’s Disabled Services Department at 212-465-6034.
Those who don’t get tickets will be able to see the event on television and in Macy’s stores. Those details will be announced soon.