On Sept. 10, Awake founder and designer Angelo Bac announced the collaboration at the fashion brand’s NYFW show. Instead, Baque worked with his UPS mail carrier.
It is now common to see non-fashion brands at fashion shows and events, usually in sponsorship positions. From mail carriers to financial services firms to hotels, these companies are looking to tap into NYFW’s affluent audience. can be one way. to emphasize The message they want to send to the show.
That was Bake’s idea when collaborating with UPS. Born to Ecuadorian parents and raised in Queens, Baque decided to work with UPS because of its small business development tools and the fact that it has a $1 million grant for a diverse owned business. . UPS funded Awake’s costume and event production.
“I wanted [highlight] It’s our mutual dedication to empowering and uniting the Latinx community,” Baku said. [show’s theme]”Unidos Para Siempre” is an acronym for UPS and It embodies solidarity in what can be a highly fragmented cultural identity. “
“We couldn’t think of a better way to support small businesses than on the global stage at New York Fashion Week,” Betsy Wilson, UPS’s vice president of digital marketing and brand activation, said in an email to Glossy. said in
TIAA, a financial services company that provides retirement savings, worked with designer Fe Noel to create a counterfeit-covered dress worth a total of $1.6 million.
Noel hopes her NYFW show will double as a protest, “putting a spotlight on glaring inequalities and the ways women are economically powerless.” Noel said that message was made stronger by working with financial firms that do.
Micky Onvural, CMO of TIAA and former CEO of menswear brand Bonobos, said the majority of fashion school graduates are women, so NYFW is a great way for TIAA to reach out to more women. said. TIAA paid for both the creation of the dress and the show.
