Transforming the Masters of Fashion Week
New York Fashion Week: four words that define an entire culture. When the Council of Fashion Designers of America acquired the famous fashion calendar, they hired us to create the first ever digital NYFW scheduling app – formerly known as Ruth's List. For this pivotal transformation (and many others over the last four years), we worked with the CFDA to create digital experiences worthy of the illustrious organization and its members.
For the Fashion Calendar, designers and fashion lovers needed a hub to get organized and fully immerse themselves in NYFW. And for the website, CFDA needed a user-friendly experience to interact with each other.
Content-first was our strategic recommendation to CFDA. To maintain a fresh look, we suggested features such as the custom Instagram feed which pulls in user-generated photos based on hashtags to keep visitors engaged.
In creating key design elements, we stayed true to the industry and used a lush fabric-like pattern to echo folds and pattern assembly, giving an elegant yet accessible feel to the CFDA's digital presence. Seamlessly integrated videos let Fashion Week live forever in the notoriously competitive New York minute. Through rich, easy-to-discover content and a brand new mobile app, we gave the CFDA a glamorous experience that reflected the brand.
“Clarity is the most important thing. I can compare clarity to pruning in gardening. You know, you need to be clear. If you are not clear, nothing is going to happen. You have to be clear. Then you have to be confident about your vision. And after that, you just have to put a lot of work in.”
– Diane Von Furstenberg