It's that time again: men's fashion week, a four-day long celebration of the best and brightest in American fashion, officially kicks off today.
Following in the footsteps of London, Milan and Paris, New York is stepping up and showing its Spring 2017 collections this week. From showing its collections via Samsung VR, to making a big push with men's grooming, here's what's key this season at New York Fashion Week: Men's.
1. Diversity
It's become a big push in womenswear but now men are following suit. On Monday, a motley crew of designers at New York Men's Day showcased fresh faced models who were unique to one another.
At David Hart, for example, there were bi-racial models with long locks, black models with braids, blonde models with curly hair. It felt fresh.
"It's all about showcasing our customer and he's from every single background and culture," Hart told Mashable Monday.
It was seen at the David Naman show as well, where Asian models stood next to Hispanic and Black men.
2. Samsung Gear VR flexes its fashion muscles
Samsung has made its stamp on past fashion weeks, sponsoring backstage lounges and throwing massive parties for the CFDA. It's clear the brand wants to closely align with the fashion industry.
Samsung 837 partnered with the CFDA to create a virtual world, powered by Samsung Gear VR, that features nine of the most promising men's designers. Which means those outside of New York City can utilize technology to get intimate with designers and their latest collections.
The video connects users with nine designers and their collections, where every head turn (from left, right, up and down) features a different look. The five-minute video is available on-site at Samsung 837, the brand's New York City hub, or nationwide at Milk VR.
3. Grooming is bigger than ever
According to a study by Euromonitor, men's grooming in the U.S. is estimated to become a $6.5 billion industry by 2018. By 2020, it will become a $55.5 billion industry worldwide.
It's no surprise, then, that men's grooming grands from the likes of AXE to Louisiana-based brand Minerals Black Tie are sponsoring different aspects of men's week.
AXE, which has completely rebranded with a viral ad campaign, "Find Your Magic," is sending the message that all men can embrace their inner beauty by being themselves.
Minerals Black Tie is going a step further with its care, betting that men are wanting and needing makeup. The brand co-sponsored Monday's New York Men's Day. The collection includes mascaras, foundations, powders, to even eyebrow gels.
4. LA is huge in New York
The biggest brands in New York City aren't even from the east coast. There's been a wave of Los Angeles-inspired streetwear trends that have been born out of the California state.
The elongated shirt-lengths, the distressed denim and the unique silhouettes we've seen from the likes of brands like Fear of God were born in L.A.
This season, brands like the denim brand Simon Miller, the athleisure line John Elliott, streetwear-inspired Stampd, Chapter and Second/Layer, are making huge splashes at fashion week.
5. Cadillac is launching into fashion retail
Like Samsung on the technology front, Cadillac has been invested in men's fashion for the past few seasons since NYFW:M launched.
The American car brand launched Cadillac House, a 12,000 square foot permanent space open to the public on June 2. In conjunction with fashion week, the brand created the Retail Lab, a concept created together with the CFDA. The lab helps young emerging designers with mentorship and merchandising to create a retail pop-up shop for them.
Its first designer is Timo Weiland, the young Brooklyn-based men's and women's brand made up of Weiland, Alan Eckstein and Donna Kang.
Retail Lab will be open to the public beginning on Friday July 15 and will include items from Timo Weiland's show the night before.
