IMG FASHION
NYFW: THE SHOWS
→ Content Development
→ Social Media Management
→ Video Production
I was brought on to help IMG (owner of NYFW) create on-site, in-real-time content during NYFW: The Shows September 2019 and February 2020. Content creation included daily blog posts recapping the top shows; photography curation, caption creation, and strategic posting for Instagram; live Instagram Stories featuring runway, BTS, and interviews with celebrities and talent.
Below is a small sampling from the breadth of work created for September 2019 and February 2020 NYFW.
The Challenge
During New York Fashion Week: The Shows, IMG needed to amplify the excitement and energy of the event in real time. With multiple runway shows, backstage access, celebrity appearances, and a global audience hungry for updates, the challenge was to create engaging, timely content that captured the essence of each day while maintaining a consistent and strategic social media presence.
The Solution
I was brought on to execute on-site, real-time content creation across multiple platforms. This included daily blog posts recapping the top shows, curating and captioning photography for Instagram, and posting strategically to maximize engagement. I also produced live Instagram Stories featuring runway highlights, behind-the-scenes moments, and interviews with celebrities and talent — giving followers an insider perspective and a front-row experience, even from afar.
The Impact
The campaign successfully brought NYFW to a global audience in real time, elevating the digital presence of NYFW: The Shows and reinforcing IMG’s position as a leader in fashion events. Engagement across Instagram spiked during both September 2019 and February 2020 events, with followers responding to authentic behind-the-scenes access and curated content that showcased both the glamour and creativity of the fashion week experience.
