Levi's Haddad

Haddad Brands, the New York-based privately held children’s apparel and accessories licensee for several top brands, is amping up the format for its fashion show, to be held Sept. 8 at Manhattan’s Moynihan Station.

Haddad’s “Rookie USA” show will be live-streamed on levi.com, enabling viewers to “buy now” Levi’s fall and holiday styles as they appear on the runway, though spring 2017 styles will also be in the show.

“The Levi product from the runway will be available immediately on levi.com. Everything is in limited quantities,” said Fran Boller, executive vice president of Haddad Brands, citing Levi’s trucker jackets, overalls, distressed and hand-painted jeans, among other items.

Aside from Levi’s, the show will spotlight fall, holiday and spring products from Converse, Jordan, Nike and Hurley, though only Levi’s is being live-streamed. The show will also debut a Derek Jeter T-shirt from the Jordan brand.

The event has a guest list stacked with famous athletes and celebrities, many of whom are putting their kids on the runway to model the kids fashions, along with the real models. Among the kids will be Leah Still, a cancer survivor and the daughter of Devon Still of the Houston Texans, as well as Kennedy Cruz, Sophia Pippen, Kiyan Anthony and Demi Smith. Confirmed celebrities include Carmelo Anthony, Nigel Barker, Neil Patrick Harris, Scottie Pippen, Carl Banks, Victor Cruz, Tiki Barber, J.R. Smith, Olympic gold medal winner Tori Bowie, along with a handful of reality TV stars.

Bobbi MacKenzie of Broadway’s School of Rock will perform before the fashion show and midway through, Street Justice Crew will give a performance.

The event will be hosted by NBA legend Ray Allen and his wife Shannon, and will benefit the Ray of Hope Foundation which helps children in need by providing sports and community-based programs, as well as the JDRF, formerly known as the Juvenile Diabetes Foundation.

Haddad is also running auctions on charitybuzz for a VIP experience for two front row seats to the show and meetings with celebrities for photographs and autographs.

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