the good: lexus, gareth pugh immersive fashion week ny show

gareth-pugh-show-presentation-immersive-fashion-new-york-fashion-week-2013-2014 copy

during the SS2015 shows in new york, lexus did something quite interesting on a marketing level. as you may know, as its main sponsor, mercedes practically owns the new york fashion week. so what could lexus do to counter their rival’s efforts? their answer was to sponsor gareth pugh, the talented british designer who actually does not show in ny, but rather in london’s fashion week, and bring him to new york to give fashion week a taste of creativity. we were invited and were delighted to see such a spark of genius that only a sponsorship like this could afford. the show was less about his line and more about a feel and direction resulting in a presentation that was abstract and full of delight. well done lexus.