New York – Department store Barneys partnered with Highsnobiety to host a two-day retail event that featured guest appearances from designers, limited-edition offers and exclusive product drops. More than 80 brands were featured and 30 exclusive capsule collections were launched by brands including Alexander Wang, Gucci and Off-White, and key designers in attendance took part in Q&As and signings.
The project, which combines unique cultural programming and the product drop model, is part of the department store’s efforts to attract a younger demographic. ‘Today’s fashion culture revolves around newness, exclusivity and experience,’ explains Jeff Carvalho, executive editor of Highsnobiety. ‘Thedrop@barneys gives fashion aficionados a fresh way to interact with the brands and designers they follow.’
Read our Hype Market for more on how retail brands are capitalising on the hysteria generated by product drop culture.