NYFW Briefing: How Ratboot gained hype, and why designers are foregoing trends

10 months ago 20

At New York Fashion Week on Monday, brands including Adeam, Carolina Herrera and Zankov got their shows in before the snowstorm that’s expected to blanket New York City in several inches of snow tomorrow. Some NYC events like the New York Botanical Garden’s orchid show set to run on Wednesday have already been rescheduled.

But there’s still much going on as NYFW enters its second half. Read on for more about how designers positioned themselves as the antithesis of fast fashion and how a London-based creative studio scored a viral moment involving New York City’s ever-present rats.

The viral hype behind Uncommon Creative Studio’s Ratboot

On the first day of New York Fashion Week, I received an intriguing email about something called Ratboot.

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