BMW is looking to claim a piece of New York’s fashion pie. The German automotive company’s North American division has signed a deal with IMG to become the official automotive partner of New York Fashion Week.
BMW hopes the deal will help it “target a new audience within the creative class, a younger target audience and one with more of an urban and creative focus,” according to Uwe Dreher, BMW North America’s vice president of marketing.
While New Yorkers are famously hesitant to enter into car ownership, Dreher feels that, “New York Fashion Week has a broad reach outside the city and even outside the U.S. and we believe we can get in touch with the right people with this property.”
The sponsorship will see BMW equip select VIP influencers, editors, models and buyers with car service to get them from show to show. This fashion week fleet will include BMW’s “most luxurious cars where aesthetics play a key role,” according to Dreher, including the company’s BMW 7 Series sedan and its BMW X7 sports activity vehicle. The car models will also be on display at a BMW-sponsored concierge tent at Spring Studios, which will host VIP arrivals.
The automaker’s fashion week tie-up will also entail a content series, which will produce videos tied to the themes of innovation and “firsts.” Camera crews will shadow three subjects as they move throughout the city in BMW vehicles and engage in fashion-related activities. The participating subjects are Turkish fashion design duo RaisaVanessa as they stage their first New York Fashion Week Show; Louis Vuitton spokesmodel and “Pose” star Indya Moore; and Proenza Schouler as the brand’s designers Jack McCollough and Lazaro Hernandez begin “reinventing their business on their own terms,” according to a release issued by BMW.
The company will also host a panel discussion with Halima Aden, a leading hijabi model who recently featured in the Sports Illustrated Swimsuit Edition wearing a burkini. The discussion will be led by Libyan American journalist Noor Tagouri to be held today at Spring Studios.
Resulting footage from the panel as well as shoots with Moore, Proenza Schouler and RaisaVanessa will be edited in collaboration with IMG, with videos distributed on IMG and BMW’s web site and its social media channels.
Dreher says BMW has signed on for an initial year of sponsorship and will review data analytics in the months after fashion week before deciding to move forward.