Nike to host events over US Open and NYFW

As one of the world’s leading brands, Nike have always been good at staying at the forefront of their customers minds. Now, as big events like New York Fashion Week and the US Open are happening, Nike are taking advantage of the public interest by incorporating their own events.

“We are committed to engaging in and sharing the creative spirit of the city through retail and pop-up experiences” commented Helen Kim, Nike's Vice President and General Manager of Nike NYC and East Territory. “It’s an amazing time in the city. We relish the excitement of the tournament and fashion week, and we all feel the energy of how those two moments come together.”

New York Made

Continuing their ‘New York Made’ campaign, which ties the city’s creative spirit and sport obsession together, Nike will put on a variety of events, brand activations and product releases.

On August 23, the second day of the US Open, Nike launched Roger Federers RF19! five day pop-up store, honoring the tennis icon’s style. The pop-up features the latest NikeCourt Collection, accompanied by the long awaited new Zoom Vapor Air Jordan 3.

Next in the schedule will be the launch of Nike Off Campus, in collaboration with Virgil Abloh. Set to be launched on September 6, the space will combine sport, design and innovation in a cultural learning environment. Abloh himself will be hosting a range of workshops with leading contemporary designers to promote ‘The Ten’ over three days.

Nike to host events over US Open and NYFW

September 9, Nike by You, Jersey Suite will open in the Nike Soho store and will allow personalisation of jerseys, with names, numbers and custom patches by artist Eric Elms.

Nike to host events over US Open and NYFW

As Nike engage customers with exclusive experiences, they also prove that a conventional collection launch works for customers. The Jordan x Public School New York, ready-to-wear collection will be featured during NYFW on September 10.

Nike to host events over US Open and NYFW

To round off a succession of events, Nike By You Studio will open on September 16, offering the best of Nike’s customisation, and co-creation experiences.

As the retail sector remains a difficult area for brands, Nike are proving that retail spaces cannot be just about shopping anymore. Instead, unique experiences for customers, with the chance to buy products, seems the more successful route.

Photos courtesy of Nike

‘Christian Dior, Dream Couturier’ opens at Musée Les Arts Décoratifs

A huge show about the fabled French fashion house Christian Dior which opens Wednesday has had a galaxy of stars making the pilgrimage to Paris.

With Hollywood actresses Jennifer Lawrence, Kirsten Dunst and Kristen Stewart already in town for the label's haute couture show, Stewart's "Twilight" co-star Robert Pattinson queued with models Bella Hadid, Karlie Kloss and Cara Delevingne to get a sneak peak of the retrospective at the city's decorative arts museum.

While Dior -- celebrating its 70th anniversary -- has become synonymous with classy highly feminine glamour, fashion was not its founder's first love. Christian Dior came to clothes through art after setting up a Paris gallery to "champion the most avant garde of artists", said the exhibition's curator Olivier Gabet.

‘Christian Dior, Dream Couturier’ opens at Musée Les Arts Décoratifs

"It was he who gave Salvador Dali and Alberto Giacometti their first shows" in the French capital, he added. And it was his friendships with artists Jean Cocteau, Max Jacob and Pablo Picasso that helped sustain him through a difficult decade after his gallery closed in the Depression.

Dior, a talented artist, began designing theatre costumes and from there took his first steps into couture.


Hugely superstitious, he only made the final leap after a tarot reader told him he would head his own fashion house. Two years later in 1947 his "New Look" revolutionised fashion, throwing wartime austerity out the window, trailblazing a new femininity.

Tarot and astrological motifs would later become one of Dior's trademarks. Historian Florence Muller, who co-curated the show, said the "New Look" became "emblematic", with the show tracing how the six designers who came after Dior subtly adapted it -- and how rival houses still "reference" it to this day.

The spectacular exhibition -- which includes more than 300 haute couture gowns and dresses -- documents how Dior became the go-to brand for stars from Lauren Bacall to Marilyn Monroe, Elizabeth Taylor and Sophia Loren. It also reveals that Dior named his famous Bar suit after the bar of the Plaza Athenee hotel next to his headquarters on Avenue Montaigne between the Champs Elysee and the River Seine.

Ever the artist, Dior spent much of his time in the country drawing, leaving the nitty gritty to Marguerite Carre, who headed his studio. "I think of my work as ephemeral architecture dedicated to the beauty of the female body," he said.

It was, however, to prove far from ephemeral. When Dior died suddenly at the age of 52 from a heart attack in 1957 his mantle fell on his timid young assistant Yves Saint Laurent, who was only 21 at the time.

Yet in his very first collection Saint Laurent invented the "trapeze dress" which became a runaway success, and he was quickly dubbed the "little prince of fashion". However, the leather jackets of his "beatnik" show were just too much for some of the brand's conservative clientele and he was bundled out the door in 1960.

'Forgotten man'

He was replaced by Marc Bohan, who despite running the house for a record 29 years, became the "forgotten man" of Dior, according to Muller. "The extravagance of his successors Gianfranco Ferre and John Galliano overshadowed a lot of what he did," said Muller even though his "Slim Look" exemplified by models such as Twiggy was highly successful.

Ferre brought an exuberance back to the label in the 1980s with flowers, feathers and rich embroidery while Gibraltar-born Galliano -- then fashion's punk rebel -- brought a strong dose of British eccentricity and theatricality, she added.

"Even so Galliano had a strong connection linking him with Dior in his vision of strong femininity, with tight waists and ample hips," she told AFP. The Belgian Raf Simons stepped up to the mark in 2012 after Galliano was sacked following a drunken rant in a Paris cafe.

Muller said the show demonstrates that Simons' work was less minimalist than his reputation might suggest. "You can get the impression it's quite simple but close up you can see the complexity," she said citing organza cut by laser and a dress make entirely of tiny feathers.

The exhibition ends with the Italian Maria Grazia Chiuri, Dior's first female artistic director who took the reins last year. "This exhibition is not just about Dior. It is about women in every era which is fascinating for me," she said. "Christian Dior, Maker of Dreams" runs until January 7. (AFP)

Photos: Alain Jocard, AFP
LFW to celebrate Minnie Mouse’s style

London Fashion Week in September is to host a photographic exhibition celebrating Minnie Mouse’s influence on the fashion industry.

Supported by the British Fashion Council, the ‘Minnie Style’ exhibition will be curated by model Georgia May Jagger and will include interpretations of Minnie Mouse’s style from magazine fashion shoots to pop culture images. Jagger, who is also a passionate photographer, will also be displaying some of her own artwork in the exhibition.

LFW to celebrate Minnie Mouse’s style

“From that famous Herb Ritts shot of Madonna to the Minnie LOVE Magazine cover or Victoria Beckham at Vogue Festival, Minnie has some serious fashion credentials,” explains Justine Finch, director of franchise for the Walt Disney Company UK. “The exhibition at London Fashion Week in September will bring all of this together in an innovative and fun way, showing how Minnie has been a global fashion influence across the decades.”

The Minnie Style exhibition will run from September 18-22 as part of London Fashion Week, and to celebrate the exhibitions launch the Jagger has posed for a series of images shot by Sharif Hamza for Dazed Magazine, in which the model wears specially created, Minnie-inspired designs by London name Ashley Williams.

Images: Disney/Dazed Magazine

Want to keep up with what's happening backstage at Mercedes-Benz Fashion Days Zurich? Keep up with their Pinterest board for the latest behind-the-scenes looks from each show! Over the course of four days national and international designer present their newest Spring/Summer 2015 collections and transform Zurich into a vibrant fashion metropolis. Be a part when the latest trends are showcased on the catwalk and enjoy the unique atmosphere. Mercedes-Benz Fashion Days Zurich Backstage Access HERE on Pinterest