There’s a lot that’s new and digital about New York Fashion Week. In fact everything is new from the virtual runways to the individual shows getting precedence over the more general events. Even the sponsorships are new, including home improvement retailer Lowe’s.
It might seem to be an unnatural pairing. But Lowe’s is trying to upgrade its image as a home décor brand, and it is using this year’s event to tie in with top tier designers. NYFW kicked off Friday, Sept. 11.
It will participate visually as a backdrop. As designers put their virtual shows together, they will pick shoppable goods from Lowe’s as “edits” within the virtual screen. The first group of designers will be Jason Wu, Rebecca Minkoff and Christian Siriano. After that, Lowe’s will join the designers in community projects that make “high-style design accessible to people and communities