The low-down on New York Fashion Week, from Stray Kids to Rihanna

NYFW is back, and in true New York style, the fun began well in advance of the event’s kick-off date of September 6. The evening before, guests were treated to an early dose of Made In America flair, as Ralph Lauren returned to the calendar with a collection steeped in coastal sophistication. While the metropolis’ schedule may have become more sporadic over recent years, with brands opting to sit out shows here and there – Peter Do’s Helmut Lang, for example, isn’t showing this time round – excitement is still abuzz thanks to the attendance of promising rising faces (including Presley Oldham, Willy Chavarria, and Phipps), stateside designer debuts (Off-White and Toteme), and revered guests of honor. Parisian house Alaïa made its long-awaited return to New York after a hiatus of 42 years. And what better place to stage a comeback than at the Guggenheim Museum, one of New York’s most-esteemed architectural treasures? Famous faces were also not in short supply — Stray Kids’ Felix and Blackpink’s Jisoo sat FROW at Tommy Hilfiger; Rihanna and Lewis Hamilton at Alaïa; Madonna at Luar, and Aespa’s Winter at Ralph Lauren. Thai actors Gemini Norawit, Phuwin Tangsakyuen and Fourth Nattawat also made an appearance in the city. From museum takeovers to a trip to the Hamptons, which brand made the most noise on China’s social media? Using data provided by influencer marketing and analytics platform WeArisma, Jing Daily dissects NYFW below. Ralph Lauren Media value: Ralph Lauren achieved an impressive media value of $1.7 million in China, thanks to strategic efforts by top influencers and Chinese A-list celebrities like Crystal Zheng Xiujing, Liu Shishi, and Daniel Wu. On the evening before NYFW’s official starting bell, Ralph Lauren plucked guests out of the bustle of the Big Apple and drove them 145km East to the coastal oasis of the Hamptons. There, against the scenic backdrop of Bridgehampton, the designer unveiled a collection doused in maritime cues, such as crisp white suits, nautical stripes, double-breasted blazers, and flouncy lace skirts. Alaïa Media value: Alaïa achieved a media value of $98.6K, generated by Chinese influential attendees who documented their FROW experiences on China’s social platforms; high-quality images and engaging short videos featuring runway models and celebrities amplified the brand’s visibility. Marking its much-anticipated return to the NYFW calendar after 42 years, Alaïa, now under the creative guidance of Pieter Mulier, sourced its inspiration from the spiraled rotunda of the Guggenheim Museum – a cultural New York fixture built by Frank Lloyd Wright in the 1950s. Models wandered down the building’s coiled staircase, a display that pumped up the anticipation among attendees, before snaking through a star-studded FROW of Rihanna, Lewis Hamilton, and Linda Evangelista. Undulating curves and smooth proportions were the silhouette of choice, from parachute pants paired with slick bandeaus that curled around models’ chests, to Halston-esque hooded jumpsuits and sculptural puffer coats. Tommy Hilfiger Media value: Tommy Hilfiger achieved an impressive media value of $385.2K, driven by the presence of influential Chinese fashion sources and Asian stars, such as Blackpink’s Jisoo and Stray Kids’ Felix. Also drawing creative influence offshore was Tommy Hilfiger, who staged its SS25 show atop the decommissioned MV John F. Kennedy (aka the Old Staten Island Ferry). While gimmicks and spectacles have become passé during fashion week, Hilfiger’s commitment to the theme kept things feeling authentic and fun rather than forced. Big names were in tow, with Wu Tang Clan members Ghostface Killah, Method Man, and Raekwon performing and the likes of Stray Kids’ Felix and Blackpink’s Jisoo on the FROW. As for clothes, there was the inevitable nod to the nautical. Simple silhouettes were energized with bold maritime codes, preppy 90s-era knitwear was reimagined in more contemporary shapes, while gingham trenches and suits punctuated the collection. Tory Burch Media value: Tory Burch gained notable attention in the Chinese market, generating a media value of $1 million through strategic coverage from top Chinese influencers and domestic singer Yuqi’s appearance, which made a stir online. For her Spring 2025 collection, Tory Burch transformed the penthouse of Brooklyn’s Domino Sugar Refinery into a space resembling a swimming pool. The tiled walls and floors, combined with wraparound glass windows offering sweeping views of New York’s Williamsburg Bridge and Manhattan skyline. The fun, outdoor-oriented collection leaned heavily into aquatic themes, blending athletic-inspired outerwear with stylish interpretations. Bodysuits shimmered under the light and were paired with flared trousers, while scuba gear-like color-blocked dresses and ruched skirts gave the looks a relaxed, beach-ready vibe. Retro influences emerged in the knit long-sleeve tops with race lane detailing, paired with long trousers. American Celebrities including Olympic gold medalist Sunisa Lee, actress Michelle Williams, and Mindy Kaling attended wearing Burch’s namesake footwear. Coach Media value: Coach’s success in generating a media value of $655.6K in China highlights the important role of enlisting Chinese brand ambassadors, celebrities and KOLs to boost brand awareness and impact across the mainland. Coach presented its Spring 2025 collection on New York City's High Line, offering a fresh take on American classics. Creative director Stuart Vevers reimagined iconic pieces, blending traditional tailoring with subcultural influences like skate, heavy metal, and new wave. “My vision for Spring was to show real clothes in a real, relevant, urban environment,” Vevers said in a press release. “But we’re redesigning these clothes, keeping in mind the values of a new generation that is discovering these pieces for the first time.” The collection featured updated sportswear staples such as navy blazers and pinstripe suits with exaggerated proportions, alongside 1960s-inspired dresses with dropped mini-length hems. Casual wear incorporated graphic tees and distressed moto jackets, while sustainability remained a focus with repurposed denim and jackets crafted from post-consumer garments. All data provided by WeArisma.

Which brands won New York Fashion Week?

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Which brands won New York Fashion Week?