Lowe's Brings New York Fashion Week Home
Lowe's teamed with designers Jason Wu, Rebecca Minkoff and Christian Siriano during this year's unconventional New York Fashion Week to spotlight chic and affordable home decor and furnishings available at the home improvement chain.
Each designer handpicked home furnishings and decor items available at the retailer to serve as the backdrop for their respective virtual or physical runway shows during this year's New York Fashion Week, which ran Sept. 13-17. Inspired by their own definition of home, the designers on Sept. 8 each unveiled their curated home decor "edits” on lowes.com. Their lineups include a variety of throw pillows, rugs, chairs, lamps, tables, sofas and plants.
A promotional page within lowes.com serves to spotlight the designers and the curated assortments, directing shoppers to e-commerce pages listing items from Wu's "Paradise in the City," Minkoff's "Ode to New York" and Siriano's "Laidback Elegance" edits. Lowe's also drummed up support for the collections by live streaming the designers' outdoor runway shows on its Twitter page. Multiple Instagram and Facebook updates, email blasts and a home page display ad on lowes.com also plugged the curated collections.
Held semi-annually in February and September, New York Fashion Week was upended this year by the coronavirus pandemic. Instead of the traditional, crowd-inducing runway format that is typically employed, designers showcased their creations through a mix of virtual and, in some cases, physical shows with limited audience members. Wu opened the schedule with a runway show on the rooftop of Spring Studios in Manhattan, adorned with items available at Lowe’s such as a Red Lantern coastal natural round ottoman and Glitzhome black and white cotton throw.
"I have always loved interior design. I am very proud to partner with Lowe's to curate a series of interior decor ideas that will inspire great spaces," said Wu in a media release. "My home has always been a great source of inspiration for me, especially now that it's not just a place I live, but where I've worked to bring my Spring 2021 collection to life. I have always believed that beautifully considered design should be accessible, and I'm excited to debut a curated collection with Lowe's that offers a glimpse into what home means to me."
The collaboration so far has proved to be successful for Lowe's, which garnered more than 8,600 social media mentions affiliated with NYFW, according to social listening and analytics company Talkwalker. Wu and Siriano followed the retailer with 2,000 and 4,100 in mentions, respectively.
"The intersection between home and style has never been more prevalent than it has this year, and partnering with some of the world's most modern and visionary leaders of fashion to demonstrate how everyone can bring fashion ‘home’ is very exciting to us," said Marisa Thalberg, Lowe's chief brand and marketing officer, in the release. "Our homes can be our greatest form of self-expression, in fact. We hope that seeing how these designers express themselves and bring their ultimate runway visions to life through the world of products we sell every day at Lowe's will be inspiring to people everywhere to feel they can do the same, and more easily and affordably than they might have ever imagined."
Most recently, Lowe’s also teamed up with interior designer Bobby Berk of Netflix’s Queer Eye to put together backyard weddings for five couples whose celebrations were postponed due to the COVID-19 pandemic. Similar to the New York Fashion Week edits, the effort served to spotlight home decor and furnishings available at the retailer.
NOTE: For the full photo audit for this article, visit p2pi.org. Path to Purchase Institute members have access to more than 1,250 photos and nearly 300 articles of marketing and merchandising activity at Lowe's, along with a full Retailer Profile outlining the chain’s operations and strategies.