Cadillac House is located on Hudson Street.

With the departure of Amazon Fashion as the primary sponsor of New York Fashion Week: Men’s, Cadillac is stepping up its game this season.

Cadillac House, a one-year-old event space on Hudson Street, will serve as an official runway location for the third time. But the automotive company, which has sponsored the men’s-only event since its inaugural season in 2015, this time has provided grants to seven designers showing at the venue — Todd Snyder, Robert Geller, Dyne, Kenneth Ning, Matiere, Luar and Rochambeau — which were intended to “enable the designers to push boundaries and produce an experience beyond the traditional runway show,” according to Cadillac.

The designers chosen for the grants submitted proposals demonstrating how they would creatively reimagine Cadillac House during their shows for the spring season. As a result, Cadillac is paying the entire cost of staging their shows, according to the Council of Fashion Designers of America, which hosts the week. 

“It was important to us that our commitment to NYFW: Men’s continued to evolve this season, so we provided grants to help both established and emerging designers realize their most dynamic and compelling shows possible,” said Nathan Tan, associate director of brand partnerships and experiences for Cadillac. “To cut through the clutter today, designers need to think outside the box, but too often their vision can be limited by the venue. Cadillac House was developed as a place to foster new ideas, offering the designers the opportunity to transform the space as they wish.”

The Cadillac House space will be inaugurated on the evening of July 10 with the Todd Snyder runway show and after-party, featuring a performance by Lewis Del Mar. It will run through Thursday, July 13 with a closing party hosted by Rochambeau. 

Snyder said the grant from Cadillac “gave us the ability to put a spin on our presentation. I am really excited to have Lewis Del Mar playing live music during our show and we’ve created a video that will play pre-show.” 

Geller said the grant will help him “put on an inspired show,” while Christopher Bevans of Dyne said his will be used to create a video to complement his spring collection. Ning said he used the grant “to go digital with our atmospheric ambience. The video installation we were able to produce will give our guests an immersive experience starting from the street leading into the venue.”

Scot Shandalove, creative director of Matiere, said the grant will allow the brand “to elevate our show experience by including a collaboration with the Alonzo King Lines Ballet from San Francisco.” Raúl López of Luar said the 72 screens in Cadillac House are “a techie’s dream, especially for someone like me who is constantly looking to the future for answers.”

The design duo from Rochambeau said they will use the grant to turn the space into a Yung Jake art installation.

Mark Beckham, vice president of  marketing for the CFDA, said, “Cadillac’s continued commitment to the CFDA provides designers with the opportunity to present their collections to a global audience in a unique and impactful manner.” 

In addition to Cadillac, the men’s shows are sponsored by Axe, The New York Times, Tumblr, the Four Seasons, Samsung, Lifewater, Skyy Vodka, Design Within Reach, Launch Metrics and WWD.

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