Front Row

Nicholas K: Paradise on Instagram

Designers are sensing the huge change taking over the fashion industry and in that spirit they are looking for creative ways of presenting their collections during New York Fashion Week and the fashion month across continents. It’s not the first time that a designer is using social media as a means to launch a new collection. This time massively followed Nicholas K – usually one of the first shows in the NYFW calendar is taking us into another paradise via Instagram. The designer is know for a multi-cultural urban nomad look, so I’m definitely excited to see how that translates in social media terms.

Long known for opening New York Fashion Week since 2014, this season the sister and brother duo behind Nicholas K have decided to take a new approach. For the Spring/Summer ’18 collection they will launch with a more visceral presentation pictured in the very place which served as the designers’ inspiration for the season.

On Thursday, September 7th at 9:00 AM, in collaboration with IMG & the official NYFW, Nicholas and Christopher Kunz will debut their SS18 collection via the label’s Instagram account, @NicholasKstudio. Each look will be released one-by-one during their usual time-slot, however this season the press can take a leisurely coffee and eschew the drama of finding their seats.

“As an alternative to a traditional Fashion Week runway debut, we wanted to collaborate off-site with someone we felt shared our vision for design, sustainability and conservation, while also having a memorable experience” explains Nicholas. Inspired by the futuristic natural architecture of Azulik, a sustainable Luxury Eco retreat located in Tulum, Mexico; the new collection reflects the natural beach and jungle environment that has made the area so popular for dreamy Instagram shots. The brand will be shooting its campaign and lookbook at Azulik in late August, amidst a traditional Mayan ceremony and a show in the hotel’s new on-site boutique, ZAK IK for its retail debut of the collection. The images will serve to visually answer the all important show question- ” what was your inspiration.”

How amazing is that! Love it!

Elena Sendona



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