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Jordana Guimaraes is presenting Fashion Forward Week from September 8 to September 13, highlighting innovation, narrative, and diversity.
Guimaraes is a co-founder and former head of community operations atFashinnovation, a service that links the fashion industry via innovation, eco-friendliness,technologyand creativity. A year ago, she departed from the company, which is led by her former business partner and ex-husband Marcelo Guimaraes, who serves as cofounder and chief executive officer.
She and her new partner, Christopher Hunt, are launching a new initiative that will coincide with New York Fashion Week, scheduled from September 11 to September 16.
Guimaraes stated the motivation behind her desire to introduce a new project duringNYFWShe mentioned that she has been attending fashion week since her early 30s, and over the past 15 years, she feels it hasn't changed much. "When it comes to sustainability, innovation, and inclusivity, these efforts are happening on a small level, but I don't think they're large enough to create real change or make a significant impact," she said.
She feels it’s important to bring the consumer into the conversation and allow people to interact with brands. In her opinion, runway shows don’t allow for networking opportunities because people just watch the show and leave.
Two weeks prior, she mentioned that an idea sparked while working on a project with Julia Kisla Taylor, the CEO of The Lions. They co-hosted "Fashion Insight Trip," organized by the Ukrainian government. The trip included 10 Ukrainian designers visiting companies such as Ralph Lauren, Michael Kors, Nicole Miller, 3.1 Phillip Lim, Vogue, The Cut, Lectra, Carolina Herrera, LIM College, and FIT DTech Lab.
Following discussions with professionals in the industry regarding the present state of NYFW, along with shifts in the global fashion landscape (including tariffs and challenges faced by designers), she came to the realization that "it's time to introduce innovation, narrative, and diversity" to fashion week.
Fashion Forward Week will feature new and growing brands as well as well-known labels all in one location. There will be no traditional fashion shows. Each brand will have its own space where they can share their story and the inspiration behind their collection, emphasizing their supply chain. They will also have models on hand so visitors can view the collection closely.
The event will start on the evening of September 8 with an industry dinner and reception. From September 9 to 13, they will showcase three brands each day over the five days (a total of 15). Guimaraes mentioned that they have not yet finalized a venue in New York City.
Steven Kolb, the president and CEO of the CFDA, which manages the Fashion Calendar and is the official host of NYFW, chose not to respond on Monday. KFN (KF Fashion and N4xT), co-founded byImad Izemrane, is backed by the CFDA and represents a strategic collaboration aimed at reimagining NYFW and creating a forward-looking platform for American fashion. Phase one ofKFN’s plan is set to launch in September, with the goal of completing the platform by the end of 2026. KFN also chose not to comment.
One of the brands taking part in Fashion Forward Week is Smart Swimwear. The event will feature various activities, including one focused on sunscreen that is safe for marine environments. Another company involved is Piper & Skye, an accessories brand.
Guimaraes is in discussions with MasterCard as a sponsor. Additional sponsors consist of Looking Glass, a emerging technology firm that enables individuals to curate their wardrobes using technology; Ramm.AI, a Web3 company that makes luxury more accessible to consumers via tokens and unique experiences; and Contour Lab, which offers accurate sizing and a completely tailored online shopping experience for customers. She mentioned that each day will feature a different technology integrated into these presentations.
Following her departure from Fashinnovation after seven years, Guimaraes mentioned she took a one-year break and was looking for something that "truly resonated with me."
"And you know, I'm focused on making a difference and supporting the community, along with all those values. So that's truly the main reason why I believed this new fashion week was necessary," she said.
She also mentioned that industry buyers and media will not be the only ones invited, but also specific consumers who are targeted for the particular brand. She explained that each brand will provide her with a list of their "super fans," and each fan will have the opportunity to bring one guest.
Her partner Hunt, who earned a degree in textile surface design from the Fashion Institute of Technology, is an artist and a musician. Guimaraes is also working with Taylor from The Lions on the overall strategic vision.
Guimaraes mentioned that she doesn't intend to gain financially from the initial performance. "What I aim to do is present it to the industry so they can see what's achievable and where it should be heading," she stated. She is organizing the event to take place annually - exclusively in September.
As reported last week, Fashinnovation has launched its "Global Fashion Week"Talks Tour," a collection of internationally curated events designed to boost innovation and entrepreneurship - scheduled around the four major fashion weeks this fall..The New York event is scheduled for September 18. The London event will take place on September 24, the Milan event on October 1, and the Paris event on October 8.
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