by Stephen Garner

Afterpay has announced its commitment as the presenting sponsor for New York Fashion Week: The Shows, beginning September 2021.

The multi-year partnership with IMG, the owner and producer of New York Fashion Week: The Shows, the event’s central footprint, will champion American designers, support the U.S. retail industry, and give consumers more access to the fashion brands that they love.

As part of this year’s Fashion Week programming, Afterpay has partnered with New York-based, rising-star designer LaQuan Smith to launch a “see now, buy now” show during NYFW. This is a “first” for the celebrity designer and Afterpay, which will be giving U.S. shoppers a front-row seat from the comfort of their own home, with the opportunity to buy items directly from the runway and pay for them over time using their own money. The LaQuan Smith “see now, buy now” show is just the first of many consumer-facing programs Afterpay and IMG will unveil leading up to Fashion Week and throughout the year.

Historically, New York Fashion Week has generated close to $900 million per year for the city of New York through new job growth and tax revenue – the highest of all the regional fashion weeks. Together, Afterpay and IMG will champion this important event through new dynamic activities and interactive concepts throughout the city and digitally, as New York emerges from the pandemic.

Nick Molnar, AfterPay CEO

“After the uncertainty of the past year and the toll that COVID-19 has had on fashion, retail, and the city of New York, it is a privilege for Afterpay to be a part of the revitalization of this critical industry,” said Nick Molnar, co-founder and co-CEO of Afterpay. “Through our work with IMG, we are proud to be an integral part in creating a new future for the fashion industry, one that offers accessibility, inclusion, and sustainability to retailers and consumers.”

“Our industry has faced countless setbacks during the pandemic, but our collective resilience is unparalleled,” added Leslie Russo, president of IMG’s fashion events and properties. “With our new partners at Afterpay, we are proudly committing to not only reignite the commerce and creativity showcased at America’s most critical fashion industry event, but revitalize New York’s fashion and retail sectors at large.”

Beyond the runway, Afterpay and IMG will host year-round programming and content that educates and supports the retail industry and consumers alike.

In addition to New York Fashion Week: The Shows, Afterpay is also the title sponsor of Australian Fashion Week with IMG, and London Fashion Week in partnership with the British Fashion Council.