Revolve debuts at New York Fashion Week
The fashion e-merchant known for his relaxed festival outfit and Instagram-Friendly backdrops in hot spots arrived in the Big Apple in the middle of the first official meeting New York Fashion Week since the pre-pandemic era.
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“It’s kind of like a first step forward,” Revolve co-founder and co-CEO Michael Mente told WWD during the Revolve Gallery presentation Thursday night in Manhattan. “Being here for fashion week yesterday with a big show in Bryant Park, and also with this art installation, presentation, it’s a big boost. This is an incremental brand expansion.
“I think a lot of people think of us as Coachella, maybe like summer vacation, you know, that aspect, ”he continued. “But to be here in new York at the start of fall, at the start of the cold season, it’s 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 which seemed tailor-made for social media.
The 17,000 square foot space has been divided into 13 bedrooms (one for each brand or designate), creating an interactive event where live models posed for photos and answered questions about the brands on display under strobe lights, mirror 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 Moët.
“This is all temporary,” Mente said. “But it looks like a museum or a real art gallery exhibition; 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 celebrity and influencer– heavy guest list included Kylie jenner; Megan Fox; Paris and Nicky Hilton; high-end models Emily ratajkowski, Barbara palvin, Irina Shayk, Elsa Hosk and Shanina Shaik; reality star and model Amélie Hamlin; fashion designers and influencers Peter Dundas, Camila coelho and Caroline Vreeland, and model Lais Ribeiro with his fiancé and professional basketball player Joakim Noah, among others, who chatted with the Revolve management team as they created content for various social channels.
“It was truly magical to see our exclusive Revolve fall collection come to life and create our own LoveShackFancy world for everyone to experience at the Gallery,” said Rebecca Hessel Cohen, Founder of LoveShackFancy, who stopped by to see an assortment of LoveShackFancy dresses on display, like a watermelon-colored maxi dress and models staged in front of oversized flower arrangements under soft pink lights.
Other brands include House of Harlow 1960, For Love & Lemons, Set Active, Bronx And Banco and Him and his. 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 designate Peter Dundas – also marks the retailer’s first participation in New York Fashion Week.
Mente said shoppers and fashionistas can expect more from Revolve, including pop-ups, outside of her sunshine. Los Angeles based.
“You can certainly expect to see us more on the east coast,” he said. “This 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.
“And another part of our business that’s quietly super strong is that we have a lot of diversity and strength internationally,” Mente continued. “So we really have the opportunity to play all over the world: Shanghai, Asia, maybe Australia, no matter.”
But the company’s rebranding efforts go beyond seasonality and location logistics. The brand also hopes to capture 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.
“We just think people didn’t really know [FWRD] before the pandemic, ”said Karanikolas. “He 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.
“We see it a lot as the same customer with adjacent shopping experiences,” said Mente, who added that the luxury division has been strong over the past year. “We know that 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 dress. 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, ”Mente 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. “