IMG will host two pop-up shops during NYFW

By

Emily Jensen

Published
Aug 31, 2017

IMG will stage another pop-up shop at New York Fashion Week, but this time with a philanthropic twist. Part of the proceeds from the shop’s graphic t-shirts will benefit UNICEF USA.

 
IMG will host two pop-up shops during September’s fashion week, both located in Manhattan’s Meatpacking District. The first, The Shop @ NYFW: The Shows, will be open from September 8 to 11. The pop-up will sell graphic t-shirts made in collaboration with New York designers Prabal Gurung, Naeem Khan, Marchesa, Alice + Olivia, Bibhu Mohapatra, Anna Sui, Cynthia Rowley and Adam Selman. Each designer has created a shirt bearing a different slogan, such as Be a role model” or “Be the face of courage.”
 
The shirts will retail for $48, with 50 percent of sale price going to UNICEF USA. In addition to selling t-shirts, IMG and UNICEF will also launch a social media campaign using the hashtag #ModelCitizen.

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Following the first pop-up, IMG will open F.Y.I. @ MADE New York from September 12 to 14. The second of the two pop-up shops will sell items fresh off the runway from designers such as Chromat, Patricia Field, the Blonds and Pyer Moss.
 
“For designers, it’s a unique approach to retail that will help drive awareness and sales during this key moment on the calendar,” Catherine Bennett, IMG’s senior vice president and managing director of fashion events and properties said in a statement. “For our brand partners, it’s an authentic touch-point that connects them directly with style savvy customers. And for consumers, it’s a chance to experience fashion as an insider; discovering new brands and getting re-acquainted with their favorites.”