With large swaths of the U.S. still hunkered down at home, Lowe’s is teaming with leading fashion designers Jason Wu, Christian Siriano and Rebecca Minkoff to bring New York Fashion Week from the catwalks into the home.
The collaboration is among chief brand and marketing officer Marisa Thalberg’s efforts to reimagine the home improvement retailer since joining in February.
“One of things I love about being at a brand of this scale is it allows you to do things in a different way,” she told Adweek.
The decision to launch the admittedly unexpected partnership—pairing a home improvement store with clothing, rather than interior, designers—was born out of the insight that the connection between style and home has never been stronger, Thalberg said.
It hinges on two ideas: that the home is central to the thinking of the fashion