New York Giants Super Bowl champion Victor Cruz cut the ribbon today in a kick-off event for New York's Mercedes-Benz Fashion Week, now gearing up to debut Fall 2012 collections starting Thursday morning at Lincoln Center.
There's also a whirlwind of virtual activity in what the HighLow blog calls "the most egalitarian" New York Fashion Week yet, including a Facebook invitation to RSVP to live-streams of the runway shows and join the conversation on Twitter via the #liverunway hashtag.
YouTube and Maybelline will once again sponsor a real-time YouTube channel that will bring 30 of the Fall 2012 runway shows to the world. The runway videos will also be archived at the Mercedes-Benz Fashion Week YouTube channel.
Cover Girl is partnering with Polyvore and the Fashion Institute of Technology on Polyvore.com/Live, which will see four FIT grads debut their collections to an audience of fashion insiders and bloggers: Lauren Bagliore, Vengsarkar “Ven” Budhu, Sergio Guadarrama, and Dana-Maxx Pomerantz.
Diane von Furstenberg is teaming up with mobile video app Viddy, “Instagram for video,” for near-live behind-the-scenes coverage as staffers use their iPhone’s to shoot short clips to be posted as a designated tab on DVF’s Facebook page. As the tab is not mobile-compatible, videos will also post to DVF’s Facebook Wall and Twitter.
Diet Coke has chosen von Furstenberg to design a limited-edition collection of aluminum bottles splashed with her signature prints in red and black, available at select DVF boutiques, with all proceeds from the $30 set going to the Foundation for the National Institutes of Health (FNIH) in support of The Heart Truth program for women's heart health research.
Diet Pepsi returns in partnership with Simon Doonan, offering four up-and-coming designers a showcase at the ‘Diet Pepsi Style Studio’ fashion show on February 9th at 8:00 p.m.
Curated by Doonan, with set design by his husband Jonathan Adler, the themes include safari prints, avant garde workwear and metallic finishes inspired by the Diet Pepsi can. The four young American designers are Project Runway alum and Dallas-based Shirin Askari; Rachel Hurst of Denver; and (watch their videos below) Genoveva Christoff from Columbus, OH, and and Elise Bergman of Chicago.
DHL is also returning as the official logistics sponsor of MBFW, in addition to sponsoring an online design contest (with LIM College) to bring young talent at Lincoln Center.
Levi’s will stage its first Fashion Week show on February 15th, promising something more interactive than a mere catwalk. The denim giant plans to "showcase its first global Levi’s lines, part of an overarching strategy that has eliminated regional segmentation in product design, marketing and in-store displays," according to WWD. "The presentation will include the Levi’s Red Tab, Levi’s Vintage Clothing and Made & Crafted lines."
One hint from Levi's global women's senior designer Jill Guenza, who shares her inspiration board on the Levi's Style blog: "We were captivated by the rocky, wooded coastline of Maine; the dramatic light in the landscapes of Scotland; and the surprising pops of color in the Reykjavik skyline. We drew inspiration from the turbulent ocean connecting these places and the unique relationships each place forms with the ocean. This informed texture, color and mood for Fall '12."
Also returning for New York Fashion Week - Barbie! An interactive augmented reality experience will give Fashion Week participants a virtual changing room to try on some of Barbie’s most iconic, playful and glamorous outfits from the past 50 years via three kiosks. And starting February 10th, a similar experience can be had by all at BarbieWow.com/TheDreamCloset.
Below, meet two of the up-and-coming designers getting a break with Diet Pepsi-sponsored shows at FIT: