Waldorf Astoria x NYFW: The Shows

In September 2023, I led Waldorf Astoria’s inaugural partnership with NYFW: The Shows - the iconic brand’s first entry into luxury fashion. The partnership was anchored by a partnership with luxury house Proenza Schouler, included a week-long VIP Lounge activation at Spring Studios, as well as 10 separate events throughout NYFW: The Shows and global product development between Proenza Schouler and Waldorf Astoria. The campaign received 1.3B impressions.

Proenza Schouler Partnership

• VIP Shopping Event at Proenza Schouler SoHo ft. bespoke food and beverage programming by NYC’s Alimentari Flaneur

• Bespoke Runway Look for Waldorf Astoria integrated into AW2024 Runway Show

• Development of 150 Home Items for Waldorf Astoria Hotels

• Development of 1300 SLG Items for Waldorf Astoria Hotels

NYFW Events

• 5 Day VIP Lounge Activation

• NYFW The Talks: “From Destinations to Design” in conversation with Proenza Schouler, Waldorf Astoria and Travel + Leisure’s Jacqui Gifford

• 4x Celebratory Toast Post-Runway Show with designers Chuks Collins, Bishme Chromarte, Tiffany Brown, WhenSmokeClears

• 3x VIP Happy Hours

Custom Content for Waldorf Astoria

• 4x short-form docu-style video pieces heroing Proenza Schouler partnership)

• 2x short-form video pieces heroing Waldorf Astoria’s NYFW presence