Inside The Folklore Connect’s Second Seasonal NYFW Showroom

September 13, 2023

New York Fashion Week is renowned for setting the stage for the world’s most illustrious fashion moments, and this year, it had an extra special kick-off thanks to The Folklore’s 5th anniversary celebration and the unveiling of its Spring 2024 showroom.

Nestled within Shopify’s chic Soho space, The Folklore Connect’s seasonal showroom opened its doors to a diverse array of designers, buyers, media, and fashion creatives. Over four dynamic days, the event provided a platform for 15 designers including Morenikeji Abina of Rendoll, Orire Aleshinloye’s Oríré, Wisdom’s Latif Rashad, Roopa Pemmaraju’s RP New York and Martha J Nieto of The Lulo Project, to showcase their latest collections, marking a pivotal moment in their journeys toward global recognition.

“It’s a strategic move. NYFW is a big deal and it gives the brands an opportunity to show at the same time as the Ralph Laurens, further legitimizing them on the global stage,” says Amira Rasool, founder and CEO of The Folklore Group. “It’s when all the buyers and editors are in town, and we’ve made it easy as we’re in Soho just up the street from Spring Studios where the shows are. Even though we are wholesale e-commerce, we understand that people want to see the pieces up close and want to touch and feel the product.”

The event was not merely about showcasing beautiful garments; it was about fostering meaningful connections between brands and global retailers. By bringing together a rich tapestry of talent, the Showroom facilitated conversations, collaborations, and partnerships that promise to bring more diversity and inclusion to retail stores worldwide.

The Showroom’s first day was launched with a panel discussion titled “Unlocking Retail: Captivating Buyers’ Interest”, which shed light on how emerging brands can capture the attention of retail buyers, garnering press attention from the likes of WWD and Fashion United. Featuring designers Emefa Kaudey of ISRAELLA KOBLA and Sade Mims, founder of accessories brand EDAS alongside Chrissy Kim, buyer at Bergdorf Goodman and Sharmaine Harrison, senior buyer at Saks, the discussion shared insights and provided a holistic view from both designers and buyers.

From establishing a strong brand DNA to growing a social presence, the panel conversation uncovered valuable advice and industry expertise from the designer and buyer perspective regarding the arc of a breakout brand. The discussion also emphasized the significance of nurturing in-person relationships in an increasingly digital world. The power of face-to-face interactions in building trust and fostering fruitful collaborations cannot be overstated.

Now on its second edition, the Connect NYFW Showroom provided another opportunity for our brands and global retailers to connect and foster long-lasting retail partnerships, bringing more diverse brands to retail stores around the world.