FW ‘17 Fashion Week
Production + Social
Club Monaco’s Fall Winter 2017 presentation honored female-identifying people who were thought leaders in their respective industries. For the first time, the show featured the brand’s women’s collection only. The top floor of 4 WTC, with its full view of the city was transformed into a minimal, paper-constructed office space, complete with a café and models moving between several stages. We continued to activate the owned hashtag #CMNYFW on social.
SS ‘17 Fashion Week
Production + Social
The venue for the spring collection show took place in Club Monaco’s flagship store on 5th Avenue in New York City, and for the first time was open to the public. The staging drew from the collection’s Eastern European-inspired prints and consisted of walls covered in live flowers. Models entered through a central staircase and made their way to designated stages, spaced throughout the store, where they interacted with each other and the audience. Guests walked away with gifted floral bouquets and branded logo tees. This consumer-facing show also offered shoppable looks, available for immediate purchase.
FW ‘16 Fashion Week
Production + Social
Club Monaco’s first show on the New York Fashion Week calendar took place in Grand Central Station. Models were inspired by a life in motion and the stages were recreations of the original benches found in the iconic station. The setting included vendor partners: florists Putnam & Putnam, coffee from La Colombe, baked goods from Gjelena bakery, and a newspaper stand with original branded lifestyle content. Here, my team launched Instagram Stories for the brand with live coverage. This was also the brand’s strategic entry into the fashion week space using a see now, buy now structure.
