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Brief Published: 12 Aug 2013

VFiles to Stage ‘User-Generated’ Show at NYFW


Fashion media site and community VFiles will hold a fashion show during New York Fashion Week in September showcasing the work of three young designers found via a competition hosted by the site’s online network.

VFiles was launched off the back of UK print magazine V by its former executive editor Julie Anne Quay and the site now receives more than 1 million page views per month, working as a hybrid mix of curated content, social media site, publisher and platform for fashion and emerging talent. The site launched a competition in July to scout out young, untapped designers of the internet generation for the show. Applicants had to upload their collection to the VFiles website and tag it with the hashtag #VFilesMadeFashion.

The three designers chosen to feature in the show are whimsical goth-meets-girly Ammerman Schlosber; futuristic monochrome streetwear designer Maria Ke Fisherman; and London-based Sam MC, who focuses on urban, graphic casuals. Select items from the designers’ shows will be sold afterwards at the VFiles store in New York and on the VFiles website.

Quay described the event as “a show, not a fashion show” (Business of Fashion) with an emphasis on entertainment, with music, lighting, sound and open audience enthusiasm making for a more interactive and energetic experience reflective of the VFiles site itself. See New Branding Lessons from the Catwalk and Catwalk to Closet in Anywhere Retailing for more information on the changing dynamic of the traditional runway show.

The VFiles show will be held in New York on September 4 2013.