BMW Electrifies New York Fashion Week
Carlos Kirby
· 3 min read
BMW
has been New York Fashion Week's (NYFW) partner for a long time now. In 2021, the brand returns as the Official Automotive Partner of the show, with some surprises lined up for participants. BMW’s first-ever electric vehicle
will take the spotlight.According to
WebWire
, BMW will collaborate with NYFW producer IMG to explore design, fashion, and culture. The partnership will include a custom content series featuring the BMW iX model with Victor Cruz, New York Giants alum and fashion designer, and British designer Christian Cowan.
How does BMW intersect with New York Fashion Week?
The partnership will showcase the way that both the automotive and fashion industry commits to style, innovation, and sustainability. Both sectors are experiencing a period of revolutionary change.
Consumers and clothing companies are turning away from "fast fashion" products. Currently, the industry is prioritizing well-made, long-lasting staples that combine function and style. This mirrors BMW's focus on unique design and a
greener future
. BMW will host a panel discussion on "The Future of Fashion and Luxury – Altuzarra's Return to NYFW." The panel will include Tiffany Reid, vice president of fashion at Bustle Media Group and luxury women's ready-to-wear designer Joseph Altuzarra. "The Ultimate Design Evolution" is the name of this year's NYFW content series.
BMW’s celebrity partnerships
Many notable figures will also feature in the series. As mentioned, this will include Victor Cruz, former Super Bowl Champion and NFL star who pivoted from football to fashion in 2018.
In 2016, Sports Illustrated named Cruz the most fashionable athlete. After retiring, Cruz went on to pursue a diverse career. That includes joining E! News as a fashion and footwear correspondent and launching a fashion label.
Celebrity partnerships, dazzling runway shows, and red carpet pieces are some of the things that Cowan is best known for. Cowan hopes to lessen the gap between everyday clothing and high fashion.
He intends to achieve that by reinventing ready-wear garments that break boundaries. Both Cruz and Cowan are perfect partners for this content series because of their forward-thinking mindsets in the fashion industry.
The release of the first electric BMW vehicle
New York Fashion Week offers a platform for BMW to showcase its latest models. In this case, the 2021 NYFW series will feature BMW's electric iX Sports Activity Vehicle before it’s available in the U.S. next year.
Uwe Dreher, vice president of marketing at BMW of North America said, "Over the past two years, New York Fashion Week has become an important platform for BMW, one on which we can not only showcase, but also celebrate the diversity and inclusivity of the fashion community."
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