While the big apple New York Fashion Week For Men 2015 collections have didn’t land a auto company to interchange old title sponsor Mercedes-Benz, Cadillac has signed on to become the first-ever automotive supporter of recent royal family Fashion Week: Men’s.
The agreement, signed to last 2 seasons, includes manufacturing a range of connected events and providing Cadillac vehicles as shuttles for attendees. Shinola, Amazon Fashion, and Dreamworks have conjointly been confirmed as sponsors for the style week specializing in menswear.
“I am much inquisitive about taking Cadillac into the planet of fashion,” Cadillac President Johan American state Nysschen tells US. “The whole plan of starting to strengthen Cadillac’s position as a life-style whole is incredibly a lot of central to our mission. this can be a decent begin. … It ought to be understood as a transparent statement of intent that we are going to walk with an important footstep within the fashion world.”
This is a telling move from a 113-year-old whole that was reportedly considering the title support of what was once Mercedes-Benz Fashion Week, that showcases womenswear. Mercedes-Benz all over its role there earlier this year; the twice-annual event has suffered a deficit of energy since moving from Bryant Park to Lincoln Center in 2010. Many fresh, new fashion brands started showing their wares at off-site locations—often attached created Fashion week.
Earlier this year, Cadillac hosted arguably the most well liked price ticket throughout big apple Fashion Week, once it allowed Public faculty to point out its Autumn/Winter 2015 menswear and womenswear assortment within the automaker’s new offices, settled between Tribeca and therefore the West Village.
“We evaluated big apple Fashion Week, and that we still assume it’s a worthy property,” American state Nysschen says. “But we have a tendency to weren’t able to find out a way to totally integrate that into our overall selling strategy.”
Cadillac’s call to sponsor men’s fashion week (which is backed by the Council of Fashion Designers of America), instead of big apple Fashion Week, speaks to its need to come back to the innovative of culture. In recent years, the carmaker has struggled to revitalize its bore image; last year the common vendee of a Cadillac was fifty nine.5 years previous, in step with the worldwide info company IHS Automotive—much older than the thirties to early forties age vary most fascinating to luxury brands.
The public toilet week support is completely new—a 1st. It’s a vital 1st at that, business insiders say.
“Cadillac desires that cool, trendy, ‘gets it’ association to attractiveness to any or all shoppers, particularly information Xers and Millennials, WHO still have a perception of associate degree older whole,” Milton Pedraza, chief military officer of the big apple City-based Luxury Institute, aforesaid via e-mail from Stockholm.
In addition to the role throughout men’s fashion week, Cadillac can continue as a presenting sponsor of recent royal family Men’s Day, a big day once put aside throughout the womenswear-heavy big apple Fashion Week to spotlight rising menswear designers. This year, that day can move to July so as to align with NYFW: Men. this may be the second season that Cadillac participates.
New York Fashion Week: public toilet runs July 13-16 at fanlight Clarkson sq. in downtown Manhattan. A spokesperson for Cadillac declined to disclose the number of the new support.
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