Revolve debuts at New York Fashion Week – WWD
NEW YORK – Revolve arrived at New York Fashion Week.
The fashion e-trader known for their casual festival outfits and Instagram-friendly backdrops in hot places arrived in the Big Apple in the midst of the first formal New York Fashion Week in person since pre-days. pandemic.
âIt’s kind of like a first step forward,â Revolve co-founder and co-CEO Michael Mente told WWD during the Revolve Gallery presentation Thursday night in Manhattan. âBeing here for fashion week yesterday with a big show at Bryant Park, and also with this art installation, this presentation, is a big boost. This is an incremental brand expansion.
âI think a lot of people think of us as Coachella, maybe summer vacation, you know, that aspect,â he continued. âBut being here in New York City in the early fall, at the start of the cold season, is kind of like an anchor on the other side. Like Revolve for the city; also Revolve in winter and fall. It’s not all fun and sun. And it was really important to us [from a marketing perspective.]”
Summer threads aside, a few pre-pandemic elements made their way into Thursday night’s event. Such as the lack of face masks and the Hudson Yards site that seemed tailor-made for social media.
The 17,000 square foot space was divided into 13 rooms (one for each brand or designer), creating an interactive event where live models posed for photos and answered questions about the brands on display under strobe lights, disco balls, video screens, floor-to-ceiling mirrors and quaint makeshift gardens. All the while, music was playing from the speakers inside the walls and the waiters were handing out mini bottles of MoÃ«t.
âThis is all temporary,â Mente said. âBut it looks like a museum or a real art gallery exhibit; looks like he’s here forever.
Revolve’s pre-pandemic ability to host star-studded events was also very much in line with the brand. Thursday’s guest list of celebrities and influencers included Kylie Jenner; Megan Fox; Paris and Nicky Hilton; supermodels Emily Ratajkowski, Barbara Palvin, Irina Shayk, Elsa Hosk and Shanina Shaik; reality TV star and model Amelia Hamlin; fashion designers and influencers Peter Dundas, Camila Coelho and Caroline Vreeland, and model Lais Ribeiro with her fiancÃ© and professional basketball player Joakim Noah, among others, who chatted with the Revolve management team as they were creating content for various social channels.
âIt was truly magical to see our exclusive Fall Revolve collection come to life and create our own LoveShackFancy world for everyone to experience at the gallery,â said Rebecca Hessel Cohen, Founder of LoveShackFancy, who stopped by to see an assortment of LoveShackFancy dresses on display, such as a watermelon-colored maxi dress and models staged in front of oversized flower arrangements under soft pink lights.
Other brands included House of Harlow 1960, For Love & Lemons, Set Active, Bronx And Banco and Hims & Hers. Additionally, consumers could purchase Gallery pieces in a shopping area at the end.
Revolve Gallery, which runs until Saturday, as well as Wednesday’s Revolve fashion show – a joint partnership and collection with fashion designer Peter Dundas – also marks the retailer’s first appearance at New York Fashion Week.
Mente said shoppers and fashionistas can expect more from Revolve, including pop-ups, outside of its sunny Los Angeles base.
âYou can certainly expect to see us more on the east coast,â he said. âThis is a platform and a program designed to be scalable. And I think it’s going to be global. It’s the kind of thing we can do in different ways that frees us up. It gives us the chance to truly craft moments that allow us to be part of global culture.
âAnd another part of our business that’s quietly super strong is that we have a lot of diversity and strength internationally,â Mente continued. âSo we really have the opportunity to play all over the world: Shanghai, Asia, maybe Australia, whatever. “
But the company’s rebranding efforts go beyond seasonality and location logistics. The brand also hopes to attract some luxury buyers.
Revolve, which was founded in 2003, went public in June 2019. The luxury FWRD platform was launched five months later and has triple-digit growth over the past year, even in the midst of the pandemic, said Michael Karanikolas, Revolve’s other co-founder and co-CEO.
âWe just think people didn’t really know [FWRD] before the pandemic, âsaid Karanikolas. âHe is finally coming out, more and more famous. And he all got the same good vibes [of existing brands on Revolve], but we also obviously have more products and high brands.
This includes a mix of Revolve own brands and third party brands, such as Versace, The Row, Balenciaga, Saint Laurent and Tom Ford.
âWe see it a lot as the same customer with adjacent shopping experiences,â said Mente, who added that the luxury division has been strong over the past year. âWe know if she’s going to spend $ 300, $ 400 on a coat or $ 200, $ 300 on a dress, we know she’s going to spend $ 1,500, $ 2,000 on a handbag. It is a guarantee. It’s a bit like our digital and virtual way of going to different department stores.
It also helps that Kendall Jenner was named Creative Director of Revolve FWRD earlier this month, helping to further elevate the platform. Jenner was responsible for organizing the assortment and monthly editions of must-see trends, marketing, brand partnerships, activations and determining the look and feel of the luxury platform as Revolve as a whole continues to grow digitally.
“Stores as a concept of clothing on the shelves probably isn’t the way we would approach it, âMente said. “I think you could call it [pop-up] a store if you wanted to call it a store. You can see beautiful clothes you want to buy and buy them. You don’t necessarily leave here with it. But at the end of the day, you engage with us in a modern way. I don’t think the four wall model with shelves and clothes on it will be our approach. But I think the in-person ways of experiencing the brand are definitely our approach.