Barneys New York has partnered with streetwear lifestyle publication Highsnobiety on a new retail concept called “thedrop@barneys“. This new concept is a first-of-its-kind two-day shopping event that will feature 30 exclusive capsule collection and product “drops”, designer appearances, unique in-store activations and programming featuring some of today’s biggest names in fashion. Thedrop@barneys will take place at Barneys New York’s Madison Avenue flagship in New York City on October 28 and 29, and on Barneys.com.
On day one, October 28, Barneys New York will release nine major collections in store throughout the day via various “drops”, along with personal appearances from designers, including: Virgil Abloh of Off-White, Mike Amiri of Amiri, Heron Preston, Faith Connexion, Marcelo Burlon, Greg Lauren, Francesco Ragazzi of Palm Angels, Ben Taverniti of Unravel Project, and Jerry Lorenzo of Fear Of God. Other exclusive releases include Gucci, Alpha Industries, Alexander Wang, A-Cold-Wall*, 424, Ambush, Visitor on Earth, and more.
On day two, October 29, Highsnobiety and Barneys New York will host panel discussions at its Madison Avenue flagship, featuring a variety of designers, influencers and fashion industry insiders. The panels also will be livestreamed by Highsnobiety and Barneys New York. Activations will continue, including an appearance and signing by Tariq “Black Thought” Trotter of The Roots, a special handbag activation with Saint Laurent, custom hat orders from Nick Fouquet, Converse chain-stitching customization, SWEAR shoe customization, and more.
“Barneys New York has always been known as a place for the convergence of entertainment, exclusive designer collaboration and unique experiences,” said Daniella Vitale, president and chief executive officer at Barneys New York. “With thedrop@barneys, we are introducing a whole new concept – blending exclusive launches from the best new designers, one-of-a-kind experiences, compelling content, food and music, giving our customer a new and innovative way to explore and experience Barneys.”
Throughout the weekend, Barneys New York will host more than 80 designers and vendors with more than 40 activations throughout the store across men’s, women’s, kids, home, beauty and jewelry. Customers will experience a wide range of unique in-store activations, including: a T-shirt bar featuring 25 exclusive graphic T-shirt styles from coveted brands, a DJ set from designers Heron Preston and Off-White’s Virgil Abloh, a curated space by Fear Of God’s Jerry Lorenzo, a custom Fila immersive installation, tattoos from celebrity tattoo artist JonBoy, piercings from renowned piercer J. Colby Smith, a customized sneaker bar and more.
“Today’s fashion culture revolves around newness, exclusivity and experience,” added Jeff Carvalho, managing director at Highsnobiety. “We’re excited to partner with Barneys New York on thedrop@barneys to give fashion enthusiasts a fresh way to interact with the brands and designers they follow.”
To register to attend thedrop@barneys at Barneys New York’s Madison Avenue flagship, click here.