New York Fashion Week is always one of the biggest events in fashion licensing, and this year was no different.
2019 saw the debut of unique apparel lines from the likes of PepsiCo, Cynthia Rowley and Tommy Hilfiger. The star-studded week of fashion news showcased the surprising ways that brands are marketing themselves and the ways older brands are being reinvented for a new generation.
Here are some of the licensing and collaboration news you may have missed from this year’s NYFW.
Cheetos Gets Flamin’ Hot on the Runway
As part of New York’s festivities, PepsiCo brand Cheetos held its first-ever runway show. The event featured couture looks inspired by fans’ interpretations of the Cheetos brand. The customer-sourced looks included unique clothes, hair, makeup and nail stylings inspired by Cheetos Flamin’ Hot snacks.
Cynthia Rowley Debuts Colorful Dr. Seuss-Inspired Show
NYFW got extra whimsical this year with a Dr. Seuss-inspired collection debut from Cynthia Rowley. The spring 2020 “Oh! The Places You’ll Go” show included raffia hats, scalloped leather bags and two-tone shoes based on the art and characters of the classic Seussian children’s book. The line won’t just stop in New York either, as Rowley told Vogue that she’ll be taking the runway looks on a tour around the world.
Tommy Hilfiger Partners with Zendaya for Fashion Show at the Apollo Theater
Tommy Hilfiger and actor Zendaya launched their second Hilfiger x Zendaya collaboration at this year’s NYFW. The ‘70s-inspired looks added to the pair’s disco-themed collection that launched last year. Hosted at Harlem, New York’s famed Apollo Theater, the collection was devised to be an inclusive affair.
"I think it was important that I think every woman in my family felt like they could wear my clothes, and that's who I made it for," says Zendaya to USA Today. "Size inclusivity was a huge point for me and also for it to be reflected on the runway, as well, so we have incredible, beautiful models that everyone is going to see. I just wanted everyone to be represented."
The entire 2019 line was part of a "See Now, Buy Now” format, where runway looks become available online in more than 70 countries after the show concludes.