- Lowe’s is partnering with New York Fashion Week to bring home decor to the runway.
- Lowe’s home items will appear at shows by Jason Wu, Rebecca Minkoff, and Christian Siriano.
- The partnership is especially relevant given that many are still staying home in an effort to curb the spread of the coronavirus.
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When the New York Fashion Week shows kick off in a few weeks, there will be at least a couple of nods to the ongoing coronavirus pandemic.
According to the Business of Fashion, crowd capacity will be capped at 50 people. Only four people can get in an elevator at a time. Some designers are opting to skip the in-person presentation altogether.
But one new partnership really drives home how much things have shifted thanks to the pandemic this year.
Lowe’s, the home improvement retailer, is partnering with New York Fashion Week to curate backdrops for shows by Jason Wu, Rebecca Minkoff, and Christian Siriano. The backdrops, which, according to Lowe’s, were “inspired by each designer’s definition of home,” will include items like patio furniture, lighting, and building materials.
The partnership is especially relevant given that many are still staying home in an effort to curb the spread of the coronavirus.
Lowe’s and its rival, Home Depot, have benefited from a boom in home improvement purchases as people have looked to spruce up their living spaces. Last week, Lowe’s posted a 34.2% jump in comparable sales and a 135% rise in digital sales for its second quarter. Home Depot reported a 23.4% comparable sales increase.
“The intersection between home and style has never been more prevalent than it has this year, and partnering with some of the world’s most modern and visionary leaders of fashion to demonstrate how everyone can bring fashion ‘home’ is very exciting to us,” Marisa Thalberg, Lowe’s chief brand and marketing officer, said in a statement.
Lowe’s will be styling the home decor for these designers’ shows, which will be taking place outdoors, and there will be a livestream. The designer-chosen sets will be revealed at midnight on September 8, and all of the items shown will be available for purchase.
“My home has always been a great source of inspiration for me, especially now that it’s not just a place I live, but where I’ve worked to bring my Spring 2021 collection to life,” Wu said in a statement. “I have always believed that beautifully considered design should be accessible, and I’m excited to debut a curated collection with Lowe’s that offer a glimpse into what home means to me.”
The pandemic has thrown a wrench into the fashion industry’s usual plans and wrecked many brands’ finances.
According to BoF, the question of whether NYFW shows would be able to happen in person was only resolved last week. Some designers are opting to do digital presentations, while others are skipping it altogether.
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