The Best Experiential Design from New York Fashion Week
NYFW beyond the clothes
In my opinion, when it comes to fashion events, it’s all about creating memorable experiences that go beyond the clothes. (But don’t get me wrong - I love the clothes too!) Whether it’s an intimate dinner or an avant-garde runway show, the best designers and event planners know how to craft environments that transport guests into the heart of the brand’s vision.
From Thom Browne’s carefully curated dinner at the Commerce Inn to Cynthia Rowley’s bold outdoor runway lit by Cadillac headlights, these events prove that fashion isn’t just about what you wear—it’s about how it makes you feel. And at the intersection of design, art, and storytelling, you’ll find creators like David Stark, whose experiential dinner for J. Crew turned a historic restaurant into a living, breathing narrative of the brand’s history. For someone like me, with a background in architecture, these examples are inspiring paths where design becomes an experience.
Thom Browne at the Commerce Inn
Thom Browne’s NYFW dinner at the Commerce Inn was a prime example of the power of excellent branding. The event succeeded by effortlessly blending the designer's distinctive brand identity with the intimate setting of a historic venue. Held in the heart of NYC's West Village, the Commerce Inn provided a charming backdrop for this exclusive event, perfectly aligning with Thom Browne's classic and refined aesthetic.
As guests arrived (including Leon Bridges, Addison Rae, and Martha Stewart to name a few), they were greeted by the “timeless, Shaker-inspired” interior of the inn, which had been thoughtfully transformed to reflect Browne’s Spring 2025 collection. The warm glow of candlelight created a cozy, inviting atmosphere that enhanced the evening's celebratory mood. Long tables adorned with signature Thom Browne ribbons extended through the room, adding a touch of elegance and continuity with the collection’s themes. The subtle yet impactful design elements, such as the carefully curated ribbon details, underscored Browne’s ability to maintain a cohesive brand image across different mediums and settings.
This attention to detail not only highlighted the designer's commitment to his aesthetic vision but also offered guests a deeply immersive experience. The juxtaposition of the historic charm of the Commerce Inn with the modern sophistication of Browne’s collection created a unique environment that celebrated both the new and the timeless.
The evening was further elevated by the event’s cohost, Cole Escola, star of “Oh Mary” on Broadway, by adding a layer of excitement and exclusivity that resonated with the designer’s reputation for crafting unforgettable experiences. Through this event, Thom Browne demonstrated how a clear and consistent brand image can transcend traditional fashion boundaries, creating a memorable narrative that engages and captivates at every level.
Cynthia Rowley x Cadillac Runway Show
Cynthia Rowley's 2024 runway show on the West Side Highway was a fresh take on what a fashion event can be. Instead of the usual sleek venue or glossy catwalk, Rowley chose an open stretch of pier, letting models strut down the concrete under the glow of Cadillac headlights. The whole setup felt like a blend of city grit and high fashion, creating an atmosphere that was as raw as it was glamorous.
The headlights were key to the vibe. Forget traditional spotlights—each car’s beams cut through the evening air, lighting up the models and their outfits in a way that felt both dramatic and cool. The shadows and sharp contrasts added a moody, almost cinematic feel, like the models were stepping out of the city’s undercurrent and into a fashion film. It wasn’t just about seeing the clothes, but experiencing them in motion under the lights, where every texture and detail seemed to come alive.
Sitting on the sidelines of a highway with the breeze from the Hudson River rolling in, the audience became part of the scene. It was as if New York itself was the backdrop—a perfect match for Rowley’s adventurous, city-ready designs. In fact, the makeup looks were “inspired by driving through New York City at night when you catch the gleam in car headlights. The eyes were about creating a high-intensity chrome finish that you find in the fluid reflections seen in car paints.” via makeup artist Charlie Riddle.
By choosing this unexpected location, Rowley reminded everyone that fashion doesn’t always need a pristine runway or a fancy venue. Sometimes, the best experiences happen when the lines blur between everyday life and high fashion, creating moments that feel unique and alive.
David Stark Design’s J. Crew Experiential Dinner
David Stark’s approach to design, especially in events like his recent dinner for J. Crew at La Côte Basque, feels like the perfect blend of architecture, art, and a good party—all things I’ve come to appreciate from my own background in architecture (and in life). Stark talked about how his work now isn’t that different from installing site-specific art, something that really resonates with me. The way he draws on his early days as an installer at RISD shows how foundational skills can evolve into something bigger and more experiential. It’s the kind of path I see myself following—where design doesn’t just shape a space, but creates a whole immersive experience.
Take the J. Crew event, for example. Stark and his team had just one hour to pull off a full exhibition inside the New York Public Library, showcasing memorabilia from J. Crew’s iconic archives. It wasn’t just about putting things on display; it was about telling a story through the environment. Hidden wheels on walls, internally lit cases, all of it seamlessly integrated to make the experience feel effortless—those are the details that elevate a space from just another event to something that sticks with you. That kind of creative problem-solving, blending art and functionality under serious time pressure, is exactly the type of challenge that excites me.
As someone coming from architecture school, I love how Stark’s work bridges the gap between structure and creativity. His ability to fuse design, art, and events just makes sense. It’s all about taking the foundation of architectural design and applying it to spaces that make people feel something, whether it’s a dinner party, an exhibition, or something totally unexpected.
In the world of fashion, the setting can be just as important as the collection itself. These designers show how powerful environments can amplify a brand’s message, creating experiences that linger long after the event ends.
xoxo
Abbie