“It wasn’t New York Fashion Week, it was Revolve Fashion Week,” said Melissa Tovar, a social media creator with 140,000 followers on TikTok and 14,000 on Instagram. Revolve’s NYFW takeover did not go unnoticed: How it became so ubiquitous has become a topic of conversation on social media. Paris Hilton posted a video that used the tag #RevolvePartner. It seems likely, given the proliferation of content posted by big influencers and celebrities. Revolve did not confirm whether or not it had paid partners to post. Her caption read: “So excited to support my friends on their amazing New York Fashion Week presentation #revolvegallery.” That was the only hashtag she used. On September 9, Jenner posted an Instagram which received over 6 million likes. Gerona said the company works with over 500 NY-based influencers, though some, like Coelho, flew in for the occasion. There are over 1,500 Instagram posts using the hashtag. In looking at the hashtag #Revolvegallery, it’s clear that the activation gained influencers’ support. It’s for everybody, not just if you’re famous or have X amount of followers it really is this experience where we want our customers, followers and community to come and enjoy it.” “Revolve is able to provide that with different experience. “We felt like New York needed a new sense of energy,” Gerona said, of what inspired the Gallery. An event like the Gallery had been in the plans for years, she said, but had been delayed due to Covid. “The influencers we work with are doing a million things a day, so it’s harder to get their attention and also have that space on their social media platforms to capture what we want them to capture,” she said. Previously, Gerona said, Revolve had stayed away from fashion week. The Gallery was promoted through social media and press. Gerona said thousands of customers had signed up to attend through Revolve’s website. Though the clothes featured in the rooms appeared on live models on Thursday, when Glossy previewed the Gallery, they appeared on mannequins after that. Influencers included Tinx, Remi Bader, Bretman Rock, and Camila Coelho, whose namesake clothing collection is produced in partnership with Revolve. Those photographed include Kylie Jenner, in one of her first appearances since announcing her second pregnancy, Emily Ratajkowski, Megan Fox and Paris Hilton. She did not specify if brands paid to sell at the Gallery.Ī post shared by Lindsi Lane Watts entering the Gallery, celebs and influencers posed on a pink carpet that was flanked by a floral wall. “We wanted to be diverse - not just with the background of the designers, but also in: ‘How long have you been selling on Revolve?’ There are brands that we’ve had on Revolve for 10-plus years, but also brands like Farai London that we’ve only had on the site for one season,” said Raissa Gerona, Revolve’s chief brand officer. Hims & Hers, the personal care brands that count Miley Cyrus and Jennifer Lopez as spokespeople, also took up a dedicated space. For her part, Lane spent time in Cotton’s room and posted on her Instagram tagging and #shopcotton. And certain influencers, like Lindsi Lane (253,000 Instagram followers), were tapped as ambassadors. Cotton had a room displaying its curation, which was also available to peruse on Revolve’s site. The 13 fashion brands “showing” at the gallery included Bronx and Banco, Eaves, Farai London, For Love & Lemons, House of Harlow 1960, Lovers + Friends, LoveShackFancy, LPA, Ronny Kobo, Set Active and Tell Your Friends. The retailer partnered with corporate sponsors (Afterpay), and with brands including GHD and Charlotte Tilbury to do the featured models’ hair and makeup. Revolve Gallery was an indoor and mostly maskless fashion show of a different kind. Then, on Thursday, it opened its press preview of The Revolve Gallery, a sprawling 17,000-square-foot at Hudson Yards. First, it hosted a runway show on the roof of Casa Cipriani for its collaboration with Peter Dundas, former creative director of Roberto Cavalli and Emilio Pucci. Revolve showed up at fashion week in a number of ways. The company’s take on modern fashion (extreme cutouts, body-con dresses, strappy sandals that recall the ’90s) was so prevalent among attending influencers, it became a joke among TikTokers - which is, perhaps, a mark of success in 2021. Looking back on New York Fashion Week, it’s hard to believe that it was mega-e-tailer Revolve’s first time participating in the event.
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