NYFW 2025
February 13, 2025
Kendrick wasn’t the only one taking over social media over the past few days. For the last week, the fashion world has taken center stage at New York Fashion Week (NYFW), but it isn’t just because of the runway looks. Brands beyond the fashion sphere seized the opportunity to connect with culture-savvy audiences through creative pop-ups, immersive experiences, and celebrity-driven activations.
From Hidden Valley Ranch’s couture debut to QDOBA’s chip-filled fashion statement, NYFW once again blurred the lines between commerce, creativity, and culture. These activations prove that even non-endemic brands can leave their mark during one of the most-watched cultural moments of the year.
Here’s a look at some of the most unexpected and buzz-worthy activations from NYFW 2025.
QDOBA’s “Chip Pants” Activation is Peak Snackable Fashion / FAZ
QDOBA’s custom-designed Chip Pants became a viral hit at NYFW, complete with edible accessories (yes, bags of chips). While not for sale, these pants did hit the runway, amusing fashionistas who were shocked by the tasty surprise.
Hidden Valley Ranch Dips Into Designer Fashion with MELKE / PR Newswire
Hidden Valley made a bold debut at NYFW through a collaboration with designer Emma Gage of MELKE. Each of the five pieces blended whimsical, food-inspired motifs with high fashion. Designed to celebrate self-expression and sustainability, the collection featured nods to Hidden Valley’s classic branding, including a dramatic gown adorned with ranch dressing packet prints. These pieces made waves across social media and pop culture news outlets.
Walmart’s Pop-Up Showcases Their Elevated Brands / The Double Take Girls
The retailer (which has 0 locations in the Big Apple) hosted a pop-up event featured its elevated fashion lines. Curated by Brandon Maxwell, Walmart’s creative director for their fashion brands Free Assembly & Scoop, the event offered attendees an immersive shopping experience, showing Walmart’s commitment to accessibly stylish apparel.
Shopify’s Photo Shop Captures Fashion Week DIY Looks / Average Socialite
Shopify hosted the free “NYFW Photo Stop” at their Manhattan office. Attendees enjoyed complimentary 5-minute photo sessions against an elegant navy blue backdrop, with four professionally captured images delivered the same day. This activation provided fashion enthusiasts an opportunity to document their NYFW looks in a polished environment.
Redken’s 24/7 ABC Café Offered Nonstop Style in the City that Never Sleeps / CNC
Redken kept the energy flowing at NYFW with its 24/7 ABC Café pop-up—a round-the-clock activation offering coffee and cocktails for three days straight. The café was a hub for influencers and fashion insiders, and allowed patrons to sample their new Acidic Bonding Concentrate (ABC) 24/7 Night & Day Serum.