American Express Unveils Fashion Partnerships Designed to Help Ignite Commerce Straight from the Runway
American Express Unveils Fashion Partnerships Designed to Help Ignite Commerce Straight from the Runway
American Express Unstaged welcomes its first-ever fashion and music collaboration with Rebecca Minkoff and Janelle Monáe hosted by Kelly Osbourne
Today, American Express announced a series of innovative partnerships designed to bring the excitement of Mercedes-Benz Fashion Week to Card Members and consumers across the country, including an industry-first event with Rebecca Minkoff, recommended looks available for purchase through Vente-Privee and new content platforms that will give consumers an inside-look into the fashion industry.
American Express Unstaged presents Rebecca Minkoff and Janelle Monáe
In a first for American Express, the Company will welcome Rebecca Minkoff to their successful American Express Unstaged livestream platform. Created by American Express as a means for delivering premium music experiences to fans everywhere, “American Express Unstaged” is a cutting-edge live event and interactive digital platform that pairs artistic visionaries for an innovative fan experience. Previously, American Express has matched popular musical artists with renowned film directors and will welcome Rebecca Minkoff and Janelle Monáe as the first fashion meets music collaboration. The show will also transform the runway experience through a convergence of industry and consumer experiences. The live streamed American Express Unstaged event will introduce Minkoff’s Spring 2014 collection during its Mercedes-Benz Fashion Week runway show, set to the music of Janelle Monáe and hosted by Kelly Osbourne to fans globally on September 6 at 3pm EST at RebeccaMinkoff.com.
“We are thrilled to be partnering with an innovative brand like Rebecca Minkoff to create a truly memorable moment for our Card Members and Rebecca Minkoff and Fashion fans everywhere,” said Deborah Curtis, vice president of Entertainment Marketing and Sponsorships at American Express. “We are especially excited to welcome Rebecca Minkoff to our American Express Unstaged family. Together, we will bring the excitement of the Mercedes-Benz-Fashion Week runway directly to our fans alongside an incredible musical performance for a truly a once in a lifetime experience.”
“Digital innovation is instrumental to our brand and we are truly excited to be partnering with American Express this season to be able to provide the consumer with a unique view into our show,” said designer Rebecca Minkoff. “The live musical performance of Janelle Monáe, is going to be incredibly fun and make for a truly fashionable experience!”
“The show is sure to be a fun mix of fashion, music and innovation and I am so excited to be a part of it,” says singer and songwriter Janelle Monáe.
The memorable live streamed fashion and music experience will feature digital innovations to further enhance the experience for fans watching at home.
- Before the Show: In the days prior to the event, American Express, Rebecca Minkoff, Janelle Monáe and Kelly Osbourne will share photos as they prep for the big show with behind-the-scenes photos and insights shared through Twitter and Instagram. Just before the models hit the runway, Host Kelly Osbourne will give fans behind-the-scenes access and commentary and take fan questions from Twitter
- During the Show: Fans at home can see and share a behind the scenes look at the action with a live feed of photos and videos capturing the candid action in real time. There will also be an exclusive backstage camera angle give fans at home an insider look and sneak preview of each item before the models walk down the runway
- Relive the Event: Fans can watch a rebroadcast of the groundbreaking show for 7 days starting on Sep. 6 on RebeccaMinkoff.com. Following the rebroadcast, AmexUnstaged.com will have an exclusive cut of the event with audio commentary from Rebecca Minkoff as well as show and concert highlights
To complement the partnership, beginning September 5, fashion loving Card Members who connect their eligible American Express® Cards with Facebook or Twitter can unlock an exclusive offer to receive a one-time $25 statement credit at RebeccaMinkoff.com. Card Members can load the offer to their connected Card on Facebook at Amex.com/RebeccaMinkoff or by tweeting with #AmexRMinkoff on Twitter. Then, when they make a single purchase of $100 or more with their connected Card at RebeccaMinkoff.com, they will see a $25 credit applied to their statement automatically. To get started, visit sync.americanexpress.com.
In addition, beginning September 6, American Express Card Members can tweet #BuyRMinkoffBag to buy a specially priced Rebecca Minkoff Craig Camera Handbag in Plum once they connect their eligible American Express Card with their Twitter account at sync.americanexpress.com/twitter. The special Rebecca Minkoff offer hashtag and product hashtag will be highlighted as “Favorites” on the @AmericanExpress Twitter page (quantities limited, offer expires 9/19/13 or until sold out).
The American Express Unstaged Rebecca Minkoff event will take place on Friday, September 6 at 3:00PM at Mercedes-Benz Fashion Week at Lincoln Center. The livestream will be available on www.RebeccaMinkoff.com. Tickets to attend this event at Lincoln Center are available exclusively for American Express Card Members at http://event.etix.com/ticket/online/frontDoor.jsp?performance_id=1748195.
Skybox to Retail: American Express Skybox at Mercedes-Benz Fashion Week
Perched above the runways at Mercedes-Benz Fashion Week, the American Express Skybox continues to be a coveted premium access lounge for Card Members to enjoy intimate moments with fashion’s elite and gain industry insights from influencers at Lincoln Center.
For the first time ever, in partnership with the brand’s joint venture with vente-privee, a members-only online shopping destination that offers premium brands at fantastic prices every day, American Express will make it possible for consumers to shop the must-have “Fall Fashion Trends” discussed in the American Express Skybox. Powered by insights from WGSN, a leading trend forecaster, vente-privee will highlight the season’s hottest trends through their many designer boutiques for consumers everywhere to shop directly on venteprivee.com.
Food and Fashion: The Perfect Pairing
FOOD & WINE®, another member of the American Express family, will for the first time ever curate menu items in the American Express Skybox from a roster of well-known chefs that are included in the October 1st release of the FOOD & WINE™ Best New Chefs All-Star Cookbook. Over the past 25 years the magazine has helped launch the careers of hundreds of chefs, and is celebrating this milestone by highlighting a superstar Best New Chef from each year like Thomas Keller (’88), Tom Colicchio (’91) and David Chang (’06) in this new cookbook.
Supporting the Future of Fashion at MADE
At the downtown scene in New York City, American Express continues to support designers through its partnership with MADE. Launching in September, American Express will celebrate the journey and experiences of MADE through the #PassionProject and a collaboration with its founders, Jenné Lombardo, Mazdack Rassi, and Keith Baptista. #PassionProject is a new American Express initiative designed to help enable, inspire and encourage people to pursue their passion projects. Starting September 5 fans can watch MADE’s #passionproject at youtube.com/americanexpress
About American Express:
American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and help build business success. Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, foursquare.com/americanexpress, linkedin.com/companies/american-express, twitter.com/americanexpress, and youtube.com/americanexpress.
About Rebecca Minkoff:
An industry leader in accessible luxury handbags, accessories, footwear and apparel, Rebecca Minkoff’s playful and subtly edgy designs can be spotted around the world on young women and celebrities alike.
Rebecca Minkoff has developed into a global lifestyle brand with a wide range of accessories, footwear, apparel, handbags and jewelry as well as men’s leather goods under the label Ben Minkoff. The brand is distributed in over 900 stores worldwide, and on March 1, 2012, Rebecca opened her first free-standing boutique in Tokyo. In 2011, she won industry recognition when she was awarded the Breakthrough Designer Award from the Accessories Council. Rebecca is an active member of the CFDA and supports multiple philanthropies including Jessica Seinfeld’s non-profit, Baby Buggy.
About Mercedes-Benz Fashion Week:
Mercedes-Benz Fashion Week is the premier fashion event in North America and at the forefront of fashion events globally. Each September and February, industry experts make their way to Lincoln Center to see what’s in store for the following fashion season. Home to leading designers who travel from across the world to show their collections alongside the most important American designers working in the industry, Mercedes-Benz Fashion Week hosts over 100,000 journalists, photographers, VIPs and fashion insiders in four runway venues; the Theatre, Stage, Studio and Box, offering designers an optimal space to debut their latest collections.
MADE Fashion Week started in 2009 to counter the impact of economic recession on designers who could no longer afford the cost of runway shows during New York Fashion Week. Now in its ninth season, MADE is a global, year-round media company that harnesses the energy of creative communities around the world. MADE events include over 40 fashion shows and presentations, events, and concerts anchored by Fashion Weeks in New York and Paris, plus an unrivaled digital presence at MilkMade.com. MADE is at the forefront of a movement that's making fashion more accessible. MADE encourages creativity, fosters growth, challenges convention and connects visionary brands to the creative vanguard of Fashion, Music, Art, and Culture.
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