It’s Fashion’s most exciting week, and the streets of New York are buzzing with fashion industry creatives, press, and trendsetters all anticipating one of the biggest weeks in the fashion calendar. However, fashion week has become more than just the runway shows for brands; it’s about the cultural moments, experiences, and how brands immerse audiences into their worlds. This season, luxury houses and fashion newcomers alike have all leaned into activations that are just as extravagant as they are strategic. From champagne picnics to a New York corner store reimagined, New York Fashion week has given us our fair share of brand activations, as The Big Apple hosts a stage for brands to express their stories and identity beyond the runway.
Here’s a rundown of the standout activations shaping conversations this New York Fashion Week.
Veuve Clicquot x Simon Porte Jacquemus: A Picnic on the Water
Veuve Clicquot and Simon Porte Jacquemus opened Fashion Week with one of the most enchanting events of the season: Le Pique-Nique Sur L’Eau at the Central Park Boathouse. The French Maisons transformed the historic landmark into a celebration of joy and artistry, complete with a live Carnegie Hall performance on the lake marking the first in nearly 90 years.
Guests, including Julia Roberts, Solange Knowles, and Imaan Hammam, toasted under Veuve Clicquot-yellow awnings as Chef Alexia Duchêne’s courses echoed the playful sophistication of both houses. At the centre was Simon’s reinterpretation of La Grande Dame 2018, a radiant design inspired by Madame Clicquot and his own lifelong muse, his mother. It was a night where luxury and storytelling collided, reminding guests that heritage and modern vision can meet in the most dazzling of ways.
Meshki Brings the Architect Collection to Life
Meshki brought their signature Aussie femininity to Bond Street with an immersive preview of their latest collection, The Architect. The gallery space was transformed into an upbeat soirée, anchored by a martini bar, elevated with canapés from Sophie’s Table, and energized by DJ Eva Apio’s curated beats.
The guest list was a who’s who of fashion insiders and digital tastemakers, from Georgia Fowler to Symone Leone, all engaging in the brand’s celebration of confidence and authenticity. With its roots in design principles and a global cult following, Meshki’s activation embodied its ethos: timeless style with a modern edge, delivered in a way that felt unmistakably New York.
Veronica Beard: A Corner Store Reimagined
For its 15th anniversary, Veronica Beard leaned into the unexpected, turning the backroom of its Madison Avenue flagship into a quintessential New York corner store. Stocked with playful nods to the city’s everyday icons alongside pieces from the Fall collection, the activation invited guests to shop, snap, and share.
The experience will extend beyond the store, with a takeover of Iconic Magazine later in the week over the 17th to the 23rd of September. By merging retail, street culture, and media, Veronica Beard cleverly creates a multi-layered celebration that feels distinctly New York, unpolished yet aspirational, nostalgic yet forward-looking.
“Our Fall campaign is called Iconic, and to us, nothing says “iconic” New York quite like the corner store. It’s such an everyday icon of city life and neighborhoods.“
“The creative process was all about the details: reimagining corner store staples like scratch-off tickets, drink coolers, flower stands—through the Veronica Beard lens which is elevated, creative and frankly an underused word–delightful. Think: an icebox stocked with jewelry, pigeon-shaped bag charms, flower wraps, even a papier-mâché “bodega cat”. The result is an immersive, joyful space that’s distinctly us. Since New York is where the brand was born, it felt right to mark the 15th anniversary with something that honors the city in such a playful, authentic way.“
Halsey Anderson, Chief Brand Officer
J.Crew’s 190 Bowery Takeover
J.Crew took over the iconic downtown address, making every room feel like a J.Crew catalogue brought to life, featuring one-of-a-kind vintage J.Crew pieces, on site customisation by the New York Embroidery Studio, and free coffee and pastries from NYC favourites and Peddler and Otway. The event spotlighted modern interpretations of heritage classics, positioning J.Crew as both timeless, contemporary, and a staple of the American wardrobe.
REFY Introduces The Paper Shop
In the heart of NYFW, REFY, whose mission is to simplify beauty, unveiled The Paper Shop, an exclusive pop-up experience that welcomed its NYC community for a preview of their next launch. With teasers shared online, the campaign looks to be “a tribute to the women we aspire to be” with the tagline “Iconic Never Gets Old.”
True to form, REFY remains a master of anticipation. With every post and perfectly timed tease, the brand builds a narrative long before the product is even revealed.
Heaven Mayhem’s Heaven Bar
Heaven Mayhem elevated accessories into a full fashion week moment with the Heaven Bar at Casetta, a space more often associated with art, design, and curated lifestyle culture than typical retail.
Heaven Mayhem positioned itself not just as a brand, but as a curator, hosting guests in an environment that merged cocktail lounge aesthetics with boutique preview energy. It was a place to see the new, mingle, and step into the accessory brand’s world, as well as featuring their latest eyewear collection.
Jenni Kayne’s Immersive SoHo Return
After a 14-year hiatus from the Fashion Week calendar, California lifestyle brand Jenni Kayne made an anticipated return with an immersive presentation at its SoHo flagship. Titled Grounded, the experience blurred the line between wardrobe and interiors, underscoring the brand’s holistic approach to living.
To replace the traditional runway, the space was transformed into a home-inspired environment, complete with bespoke furnishings, floral installations, and sensory details.
Founder Jenni Kayne described the presentation as “bringing our world to life,” reflecting the brand’s roots in California sensibility, as Kayne emphasised, she wanted to “create a moment of clarity within the pace of Fashion Week.”
With its SoHo Fashion Week comeback, Jenni Kayne signalled not only its Fashion Week comeback but also its broader ambitions, from bi-coastal expansion to international growth, cementing its role as a leading voice in modern, elevated essentials.
Tezza Gets Up Close and Personal
Tezza had its NYFW pop-up debut with the Tezza photo booth, consisting of 3 days of chic snaps alongside ice cream, candy, and all the vibes. In a season where digital moments are as important as the runway, this photobooth experience translated the brand’s digital DNA into a physical activation designed for maximum sharability. The custom-built booth was open to the brand’s community with backdrops and lighting that mirrored the app’s signature blue aesthetic.
