It’s been four years since Matchesfashion.com began staging seasonal press days in various cities and markets to present its buy to press, influencers and in some cases clients, with varying degrees of fanfare. For the most part, the presentations have featured looks and exclusives on static mannequins or racks, though in 2016 the online retailer took over the WOM Townhouse in Manhattan's SoHo for a private press day, and then opened it up for consumers — essentially a pop-up — for a weekend of programming and previews of the site’s merchandise. Last year the company did something similar, hosting a series of “In Residence” programs in New York, Paris and Los Angeles that included industry and consumer-focused events, conversations with designers, editors and even a florist demo.For fall, Matchesfashion.com changed it up again, with a two-hour live presentation featuring 40 models — 20 female, 20 male — in New York on Thursday. The models were arranged in vignettes in an open space at 100 Sixth Avenue in SoHo and styled in multibrand looks, many of them exclusives, giving the event the feeling of a fashion week installation rather than a retail press day. The company flew in international press as well as influencers and customers for the occasion, as it will replace the multicity press-day road show of seasons past, although there will be a similar event in the summer held at Matchesfashion.com’s new London townhouse at 5 Carlos Place.Casting and styling 40 models and flying in editors, influencers and clients for the event is a big investment. It’s not a model typical of many retailers, online or bricks-and-mortar. Matchesfashion.com sees the event as an opportunity to create content for its various digital channels while engaging with press. “Storytelling is very much part of our brand DNA and we felt that this season it would be interesting to move on from the static presentations,” said Matchesfashion.com’s chief executive officer Ulric Jerome. “We are producing a wealth of content in New York including a look book, behind-the-scenes imagery, social editorial and main fashion shoots for our weekly magazine The Style Report.”“It’s an opportunity to create original content that we can then use across all of our different platforms, whether social, video, daily content on the designer’s landing page,” said Jess Christie, chief brand officer of Matchesfashion.com. “Because we do work with so many new designers and do so many collaborations, the key purpose has always been to introduce the press to these brands right from the beginning and start the storytelling process. We feel it’s almost our responsibility to make the relationship between the designers and the press and obviously, ultimately, the customer.”Some of the new women’s designers and collections featured in the presentation included Germanier, a Swiss label; Kwaidan editions, which made the short list of the LVMH Prize; Colville, by Lucinda Chambers and former Marni designers Molly Molloy and Kristin Forss, and Giuliva Heritage. For the first time Matchesfashion.com will carry Raf Simons for women, as well as Wales Bonner. There were exclusives with Halpern and looks from designers including Matty Bovan and Richard Quinn.Matchesfashion.com’s women’s and men’s buying directors, Natalie Kingham and Damien Paul, respectively, were on hand to talk through the designers and looks, and there was a food installation by Laila Gohar. Meanwhile, the company had its in-house content team there to shoot a digital look book, create videos and live-stream the event on Facebook Live.“We’ve always been a company that believes in relationships with people,” said Christie. "For us, the biggest sort of brand marketing has always been these relationships and storytelling opportunities rather an ad campaign, which we’ve never done. We need to do something that’s more engaging.”An estimated 250 editors attended the event and each left with $200 gift cards.
Exclusive: @longchamp is planning to stage its first official runway show at New York Fashion Week this fall. The French leather goods firm has expanded into ready-to-wear as part of its repositioning as a lifestyle brand. The show, scheduled for September 8, will also cap the brand’s 70th anniversary celebration. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @dominiquemaitre)
The Duke and Duchess of Sussex undertook their first overseas engagement as a married couple in Dublin. The trip included multiple events and outfits changes, including this black dress by @emiliawickstead that Meghan Markle wore for a party at the British Ambassador’s home. #wwdfashion #royals
At 20 years old – and with an estimated net worth of $900 million - @kyliejenner is the youngest person to ever make @forbes’ annual list of America’s Richest #SelfMadeWomen. “It’s incredible to be recognized for something I’m so passionate about, and I’m really grateful for that. I’ve always loved makeup and worked really hard to bring the first lip kit to the market,” said Jenner on founding @kyliecosmetics. See who else is on the list on WWD.com. #wwdnews #wwdbeauty (📷: @rainerhosch)
“The collection is inspired by Tulum and the Mayan Riviera – its laid-back luxury, life of cabanas, untouched coastline, natural habitats, exotic cocktails and jungle parties with renowned DJs,” said Matteo Maniatty, creative director and cofounder of @descendantofthieves, on the brand’s inspiration for its latest collection. See more designer sketches and inspirations on WWD.com. #wwdfashion #nyfwmens #nyfw
@riccardotisci17 is releasing a limited-edition capsule collection as part of his anticipated runway debut for @burberry in September. Delivered in a series of instant drops, this is the second Burberry capsule collection announced since Friday, when Tisci broke the news on his collaboration with @viviennewestwood. Get all the details on WWD.com. #wwdfashion #wwdnews
“It’s like a Cinderella story. You get a little fake, you get a little real, you put it together and voilà,” said legendary rapper Slick Rick, who helped pioneer the merge of luxury and streetwear. WWD’s @ariahughes spoke to @therulernyc about his jewelry collection, his collaboration with @bally and how the industry has evolved – link in bio. (📷: @kristaschlueter)
@ragandbone and @eminem are teaming up on a special capsule collection of streetwear pieces. Sold at a one-day pop-up in London’s Soho on Friday, the collection features three different T-shirt designs and a hoodie. The capsule is set to kick off the rest of Eminem’s shows in his European Revival Tour, which ends on Sunday. Get all the details on WWD.com. #wwdfashion