Vogue Business/ Alexandra Mondalek/ February 10, 2020

NEW YORK — Tech giants are making their presence known during fashion month, marking a shift in power around who funds, and benefits from, the runway.

This season, payment services company Klarna is sponsoring a set of fashion presentations at New York Fashion Week that lets customers purchase items from collections on payment plans. Thom Browne will debut a rebranded Samsung Galaxy phone in partnership with the South Korean tech giant. Last season, Google appeared during the runway return of Jennifer Lopez’s Versace dress, one of the season’s most viral moments, to promote a few of its products. Amazon Prime served as the exclusive streaming and e-commerce partner for Rihanna’s Savage x Fenty lingerie show. Alibaba, meanwhile, facilitated three “China Cool” runway platforms in New York, Milan and Paris in an effort to spotlight Chinese designers.

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