Vogue Business/ Alexandra Mondalek/ February 10, 2020
NEW YORK â€” 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 presentationsÂ 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 Lopezâ€™s Versace dress, one of the seasonâ€™s most viral moments, to promote a few of its products. Amazon Prime served as the exclusive streaming and e-commerce partner for Rihannaâ€™s Savage x Fenty lingerie show. Alibaba, meanwhile, facilitated three â€śChina Coolâ€ť runway platforms in New York, Milan and Paris in an effort to spotlight Chinese designers.
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