Project New York, the Informa Markets-owned contemporary men’s and gender-fluid brands trade show, was back in full effect last week, this time with an emphasis on community.
The three-day event took place July 17-19 at Iron 23, a more intimate venue that Project NY transitioned to in 2022 after a two-year Covid hiatus.
“We have an amazing opportunity to bring brands together and help them connect with the industry, including retailers, journalists and influencers,” said Edwina Kulego, VP of international and business development at Informa Markets Fashion. “So, it’s really special because we’re able to foster a great connection and be a point of discovery at a more intimate venue.”
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While Project NY has always valued creating a community for domestic and international brands and retailers, the show took its efforts one step further this season by participating in the United Menswear Fashion Association (UMFA).
The UMFA is a group of seasoned industry professionals—including Agentry PR, Man/Woman Show, Peregrine Showroom, Society for International Menswear and more—passionate about boosting the U.S. men’s fashion market. The ultimate goal of the association is to reclaim New York City as a central hub for men’s fashion and its surrounding community. Additionally, the UMFA aims to make New York market week a “must attend” for all industry professionals by bringing trade show and showrooms together.
Before the UMFA, Project NY struggled to get buyers to New York since it occurred right after Paris Fashion Week Men’s, according to Kulego. Now, with the UMFA, the New York calendar is no longer scattered, making scheduling easier for everyone involved.
“Getting the market to align has been the biggest challenge this season,” Kulego said. “For the first time, leaders in men’s wear came together and discussed how we can strengthen the market, get buyers excited about men’s market week and condense the calendar. Now, everything is happening this week, which simplifies things for everyone so they don’t have to schedule visits to New York over two or three weeks.”
The results are already starting to show. “We’re seeing more collaboration across the board between the New York men’s wear players, and we’re already feeling a positive response from the industry. We even threw a joint party to celebrate,” she said.
Gender-fluid fashion
In a continued effort to build a wider, stronger community, Project NY has ramped up the presence of gender-fluid brands represented. First introduced to the show in 2022, gender-fluid fashion has quickly become a staple with seven brands that identify as gender-fluid at the bi-annual event. Additionally, Project has made the show floor more inclusive by integrating gender-fluid brands with its core group of men’s brands.
Since adding gender-fluid brands like Haus by Everton, Ossawa and more, the show has sought new and engaging ways to educate exhibitors on its importance. Project has hosted two panels, including a fireside chat with Kulego, Rob Smith, the CEO and founder of The Phluid Project, a gender-free brand that specializes in selling clothing, accessories and beauty for the LGBTQIA+ community and Travis Weaver, founder of the gender-neutral brand One DNA Clothing, where the trio weighed in on how the industry is making space for gender fluidity and what that means to fashion as a whole.
Building on the conversation, Project hosted a second fireside chat, “Gender Fluidity in Fashion – The Conversation Continues” earlier this year with Kulego and Jérôme LaMaar, designer, creative director and stylist where the industry insider discussed how they “approach fashion with fluidity.”
“Gender fluidity in fashion is something that we champion, and it’s a category that retailers are asking about,” Kulego said. “There’s a lot of interest around fluidity and what that means, and we’ll continue to champion that and share the stories behind the brands pushing the needle in fluid fashion.”
