IMG Fashion Announces Partnership With AfterPay | Fashion Show Review

IMG Fashion Announces Partnership With AfterPay | Fashion Show Review

On Wednesday, the talent and entertainment firm announced a multi-year partnership with payment platform AfterPay that allows consumers to make payment instalments on purchases. AfterPay co-founder and co-CEO Nick Molnar said that he intends to help make New York Fashion Week full of more “shoppable moments,” bringing a “consumer-first” approach to an event that has historically been focused on catering to the industry. 

IMG, which hosts its own fashion week schedule separate from the Council of Fashion Designers of America’s, also announced the creation of the IMG Fashion Alliance, in which it will partner with American designers to offer resources like content and production services and talent, among other things, in exchange for a commitment from the designers to show their collections in New York during fashion week. 

The IMG announcement, which was also focused heavily on revitalising New York City as America’s fashion capital, runs counter to the CFDA’s messaging on the subject. In January, the CFDA renamed its version of New York Fashion Week “The American Collections Calendar,” and though it encourages designers to show in New York, it “recognises the need for some to broaden their global visibility,” CFDA chairman Tom Ford in a statement at the time.

Finally, American designer LaQuan Smith, announced he would present his collection in September under the see-now, buy-now format. The format, one that brands ranging from Mulberry and Tommy Hilfiger have previously offered, often produces mixed results. Ford, for example, offered a runway collection in 2017 as see-now buy-now before discontinuing the format after one season.

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