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BMW partners with IMG for New York Fashion Week

Feb 4, 2020

BMW of North America returns as the Official Automotive Partner of New York Fashion Week (NYFW): The Shows for the 2020 season to celebrate the road less traveled, highlighting inspiring voices in fashion and culture who are driving change and pushing boundaries. In its second year of a partnership with IMG, NYFW: The Shows’ owner and lead producer, BMW will present a digital content series highlighting four fashion industry notables and the unconventional paths that led to their success, and host engaging experiences on site throughout the event.

“BMW’s presence at NYFW: The Shows stems from our company’s longstanding support of the arts and culture, along with a strong belief in individual expression and creativity,” said Uwe Dreher, vice president of marketing, BMW of North America. “We are proud to celebrate and partner with those who are driving powerful conversations and inspiring others with their unique stories.”

Content Series: “The Road Less Traveled”
BMW will highlight four fashion notables who took the unconventional path to success in a digital content series titled “The Road Less Traveled.” The series will feature a collection of inspiring game changers, including:

• Christian Siriano – renowned designer and CFDA inductee, Siriano now runs his eponymous brand based in New York City that fosters inclusivity in fashion.
• Halima Aden – famous for breaking new ground in the fashion world as the first hijab-wearing model, Aden is committed to diversity and other inspiring causes on and off the runway; she also serves as a UNICEF Ambassador.
• Jason Wu – world-famous designer of his eponymous fashion line, Wu received critical acclaim for dressing notable, influential women, including Michelle Obama.
• Zanna Roberts Rassi – NYC-based fashion and beauty journalist who, most recently, added entrepreneur to her resume as the co-founder of popular vegan cosmetics brand Milk Makeup.

Each designer will be accompanied on their journey by the first-ever BMW 2 Series Gran Coupe, the brand’s newest expression of pure BMW at the entry point of the premium market. The BMW 2 Series Gran Coupe’s starring role in the series showcases BMW’s empowerment of discerning individualists that strive to make a unique lifestyle statement, just like those featured in the content.

Panel Discussions
On Thursday morning, BMW will present an engaging conversation titled “The New Face of Fashion” featuring Brooklyn-based designer and CFDA / Vogue Fashion Fund winner, Christopher John Rogers. Rogers, whose designs are worn by the likes of Michelle Obama, Lizzo and Cardi B, will discuss his meteoric rise, unapologetic vision, and fearless experimentation.

Later that same day, BMW will host a second conversation with former New York Giants player and designer, Victor Cruz with entrepreneur / beauty journalist Zanna Roberts Rassi to discuss the intersection of business and fashion.