NYFW plans American heritage brand revival

New York Fashion Week, running Sept. 10 through Sept. 15, will kick off a day early on Sept. 9 with runway shows from Ralph Lauren and Coach as part of a broader push toward American legacy brands. The choice reflects recent momentum at both labels, supported by younger Gen Z shoppers in North America and Asia, who have shown interest in Ralph Lauren’s updated cable-knit sweaters and polo shirts and Coach’s Tabby bag line. Tommy Hilfiger returns to the schedule after a hiatus, launching its runway presence following a collaboration campaign with NFL star Travis Kelce. The lineup also includes about 70 runway shows and designer presentations, featuring established brands such as Carolina Herrera, Christian Siriano, and Calvin Klein, alongside debuts like London-based Conner Ives. Organizers are staging this heritage-focused emphasis amid uneven conditions for global luxury, with Middle East conflict weighing on tourism and demand in Europe even as U.S. growth—driven by domestic brands and younger consumers—helps offset softness. Henry Zankov will open the official week with his first collection for Diane von Furstenberg, while Thom Browne is set to close it.