New York Fashion Week is scheduled to kick start from tomorrow with top designers showcasing their collections to attract the millennial generation.
The high profile event will see US designer Tom Ford opening the fashion week with his Spring/Summer collection today evening in a grand ceremony.
The highlight of this year features designers experimenting with their style and expression to bring a change in one of the country's most fashion conscious city.
A number of designers are now embracing plus-size models to bring in a dialogue of body love. The most recent example is that of American model Ashley Graham who is a size 16. The model became famous when she hit the catwalk for Michael Kors in February.
According to Imran Amed, founder, and editor-in-chief of London-based website Business of Fashion, "this generation expect a different kind of relationship with the brands they engage with".
This is visible in the kinds of tie-ups brands have with celebrities like Coach signing up Selena Gomez or new Burberry's campaign featuring Chinese pop star Kris Wu.
The rise of social media is another factor pushing fashion designers to go beyond the norm. The most notable fashion choices of Kardashian sisters or the Hadid sisters are now making their way to the ramp and vice-versa.
Also, in a first, Minnie Mouse will be seen in the fashion week. She is expected to get an Instagram lesson in fashion and trends and pose for photographs.
Fashion lovers will, however, miss out on some notable designers this year who have taken their designs to Paris or Los Angeles. The list includes names like Proenza Schouler and Joseph Altuzarra, Tommy Hilfiger and Rodarte.
As reported by AFP, Rene Celestin, founder of fashion show production group Obo said, "When a big name like Altuzarra announces he is leaving, it weakens New York as a creative hub a little more each time."
He attributes key factors like a disturbed political climate in the US among other important core issues that have led to a waning popularity for New York's fashion scene.
Ahmed, however, feels that this isn't necessarily a negative trend but merely a part of the change. Talking to AFP, he said, "I don't necessarily see it as part of a negative trend in New York. I just think it is a time of change.
"All of the executives are focused on something we are calling the generation gap, which is the millennial and new consumers which are going to account for about 45 percent of the luxury goods industry by 2025."
Among the well-known names, a hot favourite this year is Raf Simons' second line for Calvin Klein. The 49-year-old is considered to be one of the most talented designers among the crop who came into highlight after he joined Calvin Klein from Dior in 2016.
Ever since, the Belgian designer has been known to revamp the iconic New York brand, has redesigned its logo and transforming the Madison Avenue flagship store.
To be spotted in the fashion week are collections from Ralph Lauren to Marc Jacobs, as well as newcomers Matthew Adams Dolan or Snow Xue Ga