It’s that time of year when the glamorous madness of fashion weeks around the world begin. The eyes of the press, influencers and consumers will be locked on the runways, but brands certainly try their best to steal some of the star-studded spotlight. From food companies to YouTube, who launched a long-overdue Fashion vertical right before FWNY 2019 opened today, it seems, everybody wants to be part of the sparkling Fashion Week hype.  

AList provides a glimpse into how fashion and non-fashion marketers are using the event to reach opinion-shapers worldwide.

Schick Hosts “The Baldest Party Ever”

Personal Care brand Schick proves that style comes in all shapes and celebrates baldness with the Schick Xtreme line of disposable razors. At FWNY, Schick will host “The Baldest Party Ever” on Friday, September 13. 

Per the company, the official BIP (Bald Important People) party will feature red-carpet head shave stations, DJs spinning bald mega-mixes, along with other extreme experiences. 

To attend, consumers can join BIP club and RSVP for the “Baldest Party Ever” at, where they can also scan their head through Schick Xtreme’s proprietary Bald Detection Technology.

Amazon Brings Rihanna’s Savage X Fenty Lingerie Show To Subscribers’ Homes  

Amazon Prime Video subscribers will be given an exclusive opportunity to stream the Fall/Winter 2019 collection of the second annual Savage X Fenty show debuting during this year’s New York Fashion Week. The brand’s fans from over 200 countries will be able to watch the show on Sept. 20 with a pleasant bonus–a behind-the-scenes look at the making of the show, consisting of performances from some of the hottest acts in music, feature models, actors and dancers wearing styles from the collection. 

Cheetos Opens House Of Flamin’ Haute

Cheetos announced it will open the doors to its House of Flamin’ Haute during FWNY 2019. 

Lucky house guests can expect to witness the brand’s first runway show, curated by fashion influencers and stylists @luanna, @Hungry Hipsters, @thenavarose and @stylistjbolin, and featured a signature look designed by costume designer Ami Goodheart. There’s also a special style bar. 

As a part of the fashionable campaign, Cheetos’ fans were asked to share their own “looking like a snack” look using the brand’s #CheetosFlaminHaute hashtag on Instagram. 

SweeTARTS Collabs With Designer To Celebrate The Freedom To “Be Both” 

Another food brand, SweeTARTS, partnered with Council of Fashion Designers of America (CFDA) designer Christian Siriano on SweeTARTS “Be Both” campaign. 

Within the initiative, Siriano designed a custom couture look inspired by the brand, which celebrates the freedom to be “more than one thing.”

“It’s impressive to see a candy brand really think about the world today, and want to be as inclusive and diverse as our society is becoming. This project was such a great fit for me because this is how I design and live my life every day! Anyone can be anything, and even candy can be more than one thing,” Siriano said in a press release, announcing the collaboration.

The ensemble will make its public debut at Siriano’s runway show during the upcoming New York Fashion Week, worn by a special celebrity guest who will be seated front row.

Cha Cha Matcha Drinks Chain Throws “Cha Cha Block” Party 

The matcha café Cha Cha Matcha invites FWNY 2019 goers to its block, offering a chill zone for chatting, lounging and napping, a lemonade stand stocked with new iced teas, matcha-flavored cotton candy and limited-edition merchandise and matcha giveaways. 

“Keep it PG, this is a sidewalk,” the company joked in an Instagram post about the event. 

GENIFER M Jewelry Premiers Cannabis Collection

Designer, Korto Momolu, who is famous for her dashing designs on Project Runway, will collaborate with Women Grow and GENIFER M Jewelry to deliver high fashion designs that embody the power and influence of women in the cannabis movement on September 7th at Fashion Week New York. 

The collection will feature hemp-based fabrics, as well as GENIFER M Jewelry pieces.  

UNIQLO Offers An Immersive Experience

UNIQLO literally invites guests inside LifeWear magazine at its immersive experience during NYFW 2019. UNIQLO’s LifeWear lounge will reflect the pages of the magazine’s first issue: from styling stories to interviews with Roger Federer and its Fall/Winter 2019 collection. The exhibit goers will be able to relax and, of course, satisfy their Instagram needs. 

UNIQLO will also host a global exhibition during Fashion Week London from September 17 to 22.

Fresh Produce To Sponsor TheCURVYcon 

The women’s apparel brand focused on body-positivity, Fresh Produce, will sponsor theCURVYcon 2019. The three-day event will be held during New York Fashion Week 2019 with the goal to “bring the plus size community into one space to chat curvy, shop curvy and embrace curvy.”

Cindy Keizman, chief merchandising and operations officer at Fresh Produce said in a press release: “We have always been a brand that embraces women from all walks of life and we’re sincerely looking forward to continuing to do so with our sponsorship of theCURVYcon. The show has set the gold standard for supporting body positivity and inclusivity in the world of fashion, and we’re just so excited to be a part of it.”

Coach Brings Back Nostalgia

This year at FWNY, Coach will open a pop-up called “The Coach Originals” inside its Madison Avenue boutique. The pop-up concept revolves around the brand’s heritage with a bag-focused collection that dives into the designer house’s archive. 

Coach’s creative director Stuart Vevers said about the initiative: “It felt natural to choose the most iconic styles from the sixties and seventies, like ‘The Duffle,’ ‘The Courier’ and ‘The Dinky.’ But we also sourced some rare Coach pieces, like ‘The Swinger Frame Bag.'” 

Other notable pop ups include Zadig & Voltaire NBA collection; Toni Garrn’s “Supermodel Flea Market,” a Glenlivet “drop shop” featuring Prabal Gurung and Alexis Bittar’s VW golden pickup parked at the William Vale.