September is a huge month in the fashion world. New York Fashion Week kicks off on September 9 and runs through the 13th. Milan‘s week-long celebration of style will begin on September 20. Only six days after that, Paris Fashion Week will get its turn on the runway. So there’s no better month for YouTube to bring a flurry of activity to its three-year-old /fashion hub.
YouTube’s “jammed pack [sic] month of fashion” will include a YouTube Shorts campaign, a pop-up showroom in New York City, and dozens of new videos from top fashionistas across the platform. Those videos, along with many others, will be made available on the YouTube Spotlight page.
To kick off this month-long celebration of haute couture, YouTube Shorts will invite users to #RemakeTheRunway. The campaign will promote the practice of “upcycling,” in which designers repurpose old threads from thrift stores and closets to create high-fashion looks. Over 40 creators, including LaurDIY, Molly Burke, TheSorryGirls, douxfairy, and Simply Jaserah, will post their own short-form clips as part of #RemakeTheRunway.
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Here’s an early entry in the contest from rachspeed:
So what are #RemakeTheRunway participants competing for, anyway? The answer to that question can be found at a pop-up location in New York City’s stylish SoHo neighborhood. YouTube is repurposing an empty storefront to feature upcycled outfits from Miaira Jennings, TheStylingTwins, Coolirpa, Gunnar Deathrage, Haley’sCorner, Jenna Phipps, and Littletoh, which will appear alongside entries from the YouTube Shorts campaign.
The #RemakeTheRunway clips will also be visible to New York Fashion Week attendees. Thanks to a partnership with LinkNYC, Shorts videos will be broadcast on the screens that populate the city’s street corners.
The encapsulation of all this fashion fervor will be live-streaming coverage from New York, Milan, and Paris, which will be available on the /fashion hub. In an interesting twist, that landing page is highlighting the work of a top TikToker, too. One of the videos that is currently available on /fashion is a recent Hugo Boss campaign that features the house’s new partner, Khaby Lame.
YouTube’s fashion week programming has become an annual tradition. Past initiatives have included a 2018 event in which several YouTube stars took makeup-free walks down the New York Fashion Week runway, and a party that same year that brought top designers together in Paris.