The Council of Fashion Designers of America unveiled a new logo and brand campaign for New York Fashion Week, designed to rebrand and unify the entire event.

The logo’s orange and blue colors are derived from the flag of New York City, while the splits in the lettering suggest garment stitches and city street lines. The city’s identity will be further incorporated in some campaign images where a grid of the city’s five boroughs will be used as an overlay.

The council worked with brand strategy and innovation agency Redscout to create a logo that could tie together all the fashion week events, including those taking place at off-site venues, which account for almost two-thirds of the two main women’s seasons.

CFDA CEO Steven Kolb said, “We want to bring across the message that New York Fashion Week is connected to the entire fashion community and industry.”

The campaign will extend to all fashion markets, including New York Fashion Week: Men’s, Bridal and Resort and Pre-Fall collections. CFDA will promote the campaign along with NYC & Company, the city’s marketing and tourism organization, as well as venue producers, designers and media firms.

Mayor Bill de Blasio who, in February, announced a $15 million initiative to support ‘Made in NY’ fashion, said: “CFDA’s new campaign will further strengthen New York Fashion Week’s global impact – providing an inclusive brand for all to use throughout the week. The fashion industry is more vital than ever when it comes to our city’s economic future – employing 180,000 people and generating $2 billion a year in tax revenue.”

The logo and campaign are slated to premiere around New York City in time for New York Fashion Week: Women’s, which is scheduled from Sept. 10-17.

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