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Steven Kolb: NYFW is a brand

Steven Kolb: NYFW is a brand

New York Fashion Week's new logo is the result of making the event a "brand".

The bi-annual shows in the Big Apple draw in countless fashion fans, with around 350 presentations taking place in both February and September.

To help attract more attention to the occasions, the Council of Fashion Designers of America has created a new logo and campaign to promote the shows organised under the Fashion Calendar. The CFDA acquired the calendar last year and CEO Steven Kolb thinks the new emblem is a big step.

“This is the first time [having a logo and campaign], and it’s really the result of the process of creating New York Fashion Week as a brand,” he told WWD.

The words 'New York' are in uppercase bold blue type with a slight italic finish, while 'Fashion Week' is also uppercase but a thinner orange font. One logo sees the words on separate lines written out in full, while another sees an abbreviated 'NY FW'.

Steven came up with the idea alongside president of the CFDA, Diane von Furstenberg, when the pair had a chat with the city's mayor Bill de Blasio. Agency Redscout helped develop the visuals with an aim to bring all the runway shows and presentations in New York under one umbrella.

“The campaign unifies New York Fashion Week as a whole, including runway venues and independent shows that are not part of a major venue, which account for almost two-thirds of the two main women’s seasons,” Steven added. “We want to bring across the message that New York Fashion Week is connected to the entire fashion community and industry.”

IMG also plays a part in proceedings and will have its own Fashion Week logo to make its events stand out. The management group has around 50 to 55 designers participating for their show.

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