DSW made its New York Fashion Week debut as the official shoe sponsor for the 20th Anniversary of Gen Art’s Fresh Faces in Fashion event on Wednesday night at Pier 59 Studios. DSW provided the footwear for Gen Art’s top designers — Ada + Nick, House of Cannon by Annie Cannon-Brookes and Daniel Silverstain — as they showed off their spring ’16 collections for the competition’s final review.
On teaming up with Gen Art, Debbie Ferrée, vice chairman and chief merchandising officer at DSW Inc., told FN, “It enabled us to bring Fashion Week to people in an approachable way. A way that allows them to see our shoes in a completely different light and inspire them to style them in their own individualized ways.”
She added: “Our new spring and fall campaigns are evolving from telling the DSW story to telling stories of individuals and the role shoes play in their lives. Gen Art was the perfect partner because it allowed us be part of the conversation by associating with emerging designers that each have a unique story to tell.”
DSW was able to enhance its sponsorship with a social media campaign allowing DSW to bring the runway to their fans by live-tweeting and taking over Instagram before and during the show.
“Social media is essential in getting the word out in places where people already are. To be a part of a dialogue with our customers, allowing them to tell us what they want, and when they want it. And, above all, We want to empower them to explore fashion in their own way, and celebrate their unique personal style every step of the way,” said Ferrée.
All DSW shoe styles on the runway will be available online and at select retail locations across the country.