This season, New York Fashion Week (NYFW): The Shows have teamed up with BMW to celebrate fashion pioneers that have taken an unconventional road to success. BMW returns as the Official Automotive Partner of NYFW: The Shows for the 2020 season. In its second year of the partnership, BMW will present a digital content series highlighting four fashion industry notables and the unconventional paths that led to their success.
“BMW’s presence at NYFW: The Shows stems from our company’s longstanding support of the arts and culture, along with a strong belief in individual expression and creativity,” said Uwe Dreher, vice president of marketing, BMW of North America. “We are proud to celebrate and partner with those who are driving powerful conversations and inspiring others with their unique stories.”
According to the company press release, the BMW 2 Series Gran Coupe’s starring role in the series showcases BMW’s empowerment of discerning individualists that strive to make a unique lifestyle statement, just like those featured in the content. Each designer will be accompanied on their journey by the first-ever BMW 2 Series Gran Coupe, the brand’s newest expression of pure BMW at the entry point of the premium market.
Content Series: “The Road Less Traveled”
BMW will highlight four fashion notables: Christian Siriano, Jason Wu, Halima Aden and Zanna Roberts Rassi who recount their journeys to the top, offering up exclusive advice along the way.
Christian Siriano – renowned designer and CFDA inductee, Siriano now runs his eponymous brand based in New York City that fosters inclusivity in fashion.
Halima Aden – famous for breaking new ground in the fashion world as the first hijab-wearing model, Aden is committed to diversity and other inspiring causes on and off the runway; she also serves as a UNICEF Ambassador.
Jason Wu – world-famous designer of his eponymous fashion line, Wu received critical acclaim for dressing notable, influential women, including Michelle Obama.
Zanna Roberts Rassi – NYC-based fashion and beauty journalist who, most recently, added entrepreneur to her resume as the co-founder of popular vegan cosmetics brand Milk Makeup.