NYFW Shops LA

All Work

AFTERPAY

AFTERPAY NYFW ShopsLA

Afterpay is a fully integrated platform which allows you to shop online and in-store, and pay in four installments over a six-week time frame. IMG is a talent and entertainment firm, who also owns and produces New York Fashion Week: The Shows. In 2021, a multi-year partnership with IMG and Afterpay was announced, introducing Afterpay as the official partner for the September 2021 fashion shows.

CHALLENGE

Debut the new consumer-first Afterpay platform retail service by tapping into their partnership with NYFW during Super Bowl weekend.

IDEA

We leaned into the Afterpay motto “Buy Now, Pay Later” in a curated event featuring highly shoppable moments for fashion and sports fans alike. In a one-day extravaganza that celebrated the intersection of fashion, entertainment, and merchants – with a splash of Super Bowl Game Day fun – Afterpay and IMG took over the Atrium at Westfield Century City.

Guests were invited into the Atrium space, where retail, food and beverage vendors were set up to hand out fashion giveaways as well as complimentary sips and snacks. Iconic denim brand, Levi’s, dressed the event staff and also hosted a Customization Station for t-shirts or Levi’s denim items.

The NYFW ShopsLA presented by Afterpay Halftime Show began with a procession through the Westfield Century City mall by the LA Marching Band, where musical artist GAYLE took over with a live performance. After the show, GAYLE posed for photos with the press and fans alike. Next, artist partner Brendan Monroe emerged on stage to create a life mural painting, while guests continued to shop, dance, and enjoy interactive branded photo ops through the Atrium.

Results

Capitalizing on the high-traffic Westfield Century City to draw guests inside our one-day event, we achieved over 364M+ media and social impressions, with 28K+ photos taken and shared. We directly served 14K+ guests, customizing over 4200+ garments and serving 9000+ treats to our happy audience.

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