Try as we might, we couldn’t get our hands on Burger King’s Le Nugguette, a limited-edition nugget-sized purse with a dipping sauce charm. The brand released 100 micro-bags daily for $3.99 (the same price as a 10-piece chicken nugget order) from Sept. 12-16, and it sold out within seconds.
The fast-food fashion drop was just one of the promotions launched around New York Fashion Week, Sept. 10-15, and in between 70 runway shows and designer presentations, we kept tabs on the buzziest brand events and activations that came onto the scene.
From pop-up laundromats to food-inspired dresses to AI-styled lookbooks, let’s dive into the experiential moments and brand partnerships that are in vogue this season.
Alani Nu x Christian Siriano
Alani Nu leaned into spooky vibes through its collab with designer Christian Siriano, who debuted a couture gown inspired by the energy drink brand’s Witch’s Brew during his New York Fashion Week show. The purple gown with a green hem captured the product’s bold color palette and green apple flavor.
In addition to the look, Alani Nu tapped the NYFW audience with The Coven Club, a multistory immersive experience, open Sept. 12-13, which presented product tastings and interactive moments.
A Barilla Pasta Dress
At the intersection of food and fashion is a pasta dress created by Rachel Antonoff. As part of Barilla Al Bronzo’s partnership with Cherry Bombe, the dress, modeled by Maryah Ananda, was embellished with bucatini and radiatori, individually hand-stitched into the garment.
The pasta dress is on display at Cherry Bombe House in New York City through Sept. 18. Inside the content house, Barilla Presents: House of Al Bronzo also offered a three-day pasta tasting experience.
Calzedonia’s Leggy Activation
Italian fashion brand Calzedonia stepped off the runway and into the streets of New York City to highlight is tights. Its NYFW campaign included a billboard in Williamsburg and a custom, branded taxi that drove around with two sets of three-dimensional legs emerging from the roof.
The taxi pulled up to The Stoop, Calzedonia’s exclusive pop-up in SoHo designed as a recharge destination for editors, models, stylists, tastemakers and creators between NYFW shows. From Sept. 12-13, attendees could peruse Calzedonia’s newest legwear collections, get products personalized with embroidery, refresh their looks at a Beauty of Joseon salon station, drink a matcha, create content in front of its stoop-inspired façade, snap photo booth pictures and pick up goodie bags. (Agency: Blindspot, billboard)
Estée Lauder’s Glimmer Events
For the launch of Glimmer Eau de Parfum, Estée Lauder hosted a cocktail evening on Sept. 9, alongside Hailee Steinfeld, the face of its new fragrance’s global campaign. Then, from Sept. 11-12, the brand brought Glimmer to life with a pop-up made up of sensorial, interactive moments that encouraged social sharing.
IPSY’s Beauty Week
IPSY was out and about, meeting the NYFW community everywhere from sidewalks to parties to its own dedicated space, the IPSY Social House. IPSY took over Maison Welles for an exclusive creator experience that offered beauty touch-ups, refreshments and activations throughout the day.
At the Beauty Week Touch-Up Cart, IPSY gave away on-the-go essentials to creators, Fashion Week attendees and consumers, giving them a chance to refresh between shows and events. Lastly, the brand closed out Social House’s run with IPSY x Daily Front Row Cocktail Party, an intimate evening of glam that gathered beauty insiders and fashion trendsetters. (Agency: In-house)
Method on the Jane Wade Runway
Thanks to Method’s partnership with designer Jane Wade, personal care became part of the fashion conversation. The outdoor runway show for the spring 2027 collection featured Method products as accessories, like body wash that was incorporated into a rolled-towel utility harness, and Method Skin Spritz Face Mist and the Simply Nourish Shampoo, Conditioner + Body Wash packed into a transparent bag—all sported by models. Attendees were gifted clear totes with Method products, as well.
Morgan & Morgan’s Slip & Fall Collection
Morgan & Morgan, America’s largest injury law firm, surprised the fashion community by arriving at NYFW with its own five-look runway collection. Taking inspiration from personal injury scenarios, the collection by Lawrence Cooper included Hospital Gown (reimagined medical wear), Dog Bite Denim (torn and reconstructed denim), Ember (charred textures), Black Ice (a dark, sleek look) and Gauze (elevated medical wrapping).
“We’ve made it our business to go where law firms haven’t gone and collaborate in ways they haven’t before,” Carlos Wigle, chief creative officer at Morgan & Morgan, said in a statement. “From sports and entertainment to culture and now fashion, we’re blazing a new creative path for the legal industry. The Slip & Fall Collection is exactly that: an unexpected collision of personal injury and culture designed to make people stop, look and think.”
Poshmark Dry Cleaners
Poshmark transformed a SoHo storefront into Poshmark Dry Cleaners for New York Fashion Week, celebrating the launch of the fashion marketplace’s new Try Yourself On campaign and its in-app Tastemaker curation featuring coveted pieces from celebrity closets.
On Sept. 12, the pop-up laundromat welcomed fashion tastemakers, editors and creators for a VIP night, hosted by Elizabeth von der Goltz, Poshmark’s chief revenue officer. Attendees could explore racks of unexpected fashion finds and choose a vintage piece to take home. DJ Francesca Keller kept the music pumping throughout the evening.
The next day, Poshmark Dry Cleaners opened its doors to consumers, inviting them to experience Try Yourself On for themselves. A “Ready for Pickup” claim ticket gave them the chance to win special finds sourced on Poshmark and pieces from participating Tastemakers’ personal closets. (Agency: nice&frank)
Saratoga Spring Water’s Throwback Collection
Bringing a fresh perspective to NYFW, Saratoga Spring Water teamed up with luxury menswear brand Public School New York on a capsule collection. Designers Dao-Yi Chow and Maxwell Osborne interpreted the water brand’s Signature Blue bottle into four accessories: a leather lanyard bottle bag, a t-shirt, a cassette tape and a canvas tote.
Following the collaboration’s Spring 2027 runway debut on Sept. 10, consumers had the opportunity to attend a one-night-only pop-up at Iconic Magazines with custom blue bottle displays and magazine stands. The event drew a line around the block, and attendees had the chance to score a piece from the limited-edition collection and other exclusive prizes.
W Concept’s W Together Pop-up
Through Sept. 23, W Concept, a Korean fashion and lifestyle platform, is introducing more than 80 Korean fashion, beauty, music, wellness and lifestyle brands to New Yorkers through W Together, a two-week pop-up in SoHo.
The experience kicked off with an opening celebration on Sept. 9, and since then, attendees have been exploring seven themed zones: Fashion, Beauty, Music, Play, Wellness, Ritual and Heritage.
They have been creating personalized, AI-styled lookbooks featuring pieces from participating W Concept brands and sharing them on social media for prize draws. Additional experiences include a Photoism photo booth, a keycap customization station and a tennis clinic in partnership with SMAXH.
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