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Ralph Lauren shakes up New York Fashion Week with unique show at flagship store

Ralph Lauren front row

Ralph Lauren has become the latest designer to offer a unique and innovative experience at his New York Fashion Week show. The designer transformed his Madison Avenue flagship store to present the February 2017 collection on Wednesday, which was modelled by the likes of Bella Hadid and Kendall Jenner.

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The iconic store has been transformed into a stunning oasis, with an immersive botanical installation covering every wall across the first and second floors. It provided the perfect backdrop for the new collection, which Ralph said was inspired by a "nomadic spirit", and was admired by front row stars including Jessica Biel, Emmy Rossum and former HFM cover girl Olivia Culpo.


Ralph Lauren's flagship New York store was transformed for New York Fashion Week

Following in the footsteps of designers including Burberry and Tommy Hilfiger, the new collection was made instantly available to shoppers online and in the brand's worldwide flagship stores for the second time. "I have always wanted a woman to fall in love with my collection and say 'I can't wait to wear it' and now she doesn't have to," Ralph said. "We are meeting her needs with even greater energy than before and delivering impeccable craftsmanship and luxury to her instantly."

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The designer made the show even more accessible by streaming the event live on Facebook Live and Tencet Live in China. It followed a number of changes to the New York Fashion Week schedule, with many designers including Tommy Hilfiger and Rebecca Minkoff relocating their shows to Los Angeles. Meanwhile DKNY cancelled its New York Fashion Week show, but rather than relocating, the brand will host appointments in its showroom.          

Jessica Biel, Olivia Culpo and Emmy Rossum attended the show

The new approach proved a hit with the front row guests, including Jessica Biel, who told WWD: "I feel like walking into a space like this, you are immediately transported to some kind of fantasy forest, or fairy wonderland. The show has already started for me. We're not in New York in February right now." Bella was also thrilled to be involved in the unique presentation, and took to Instagram to share a photo of herself strutting her stuff on the runway in an oversized tangerine dress, writing: "Thank you for having me again last night @ralphlauren. Such a beautiful show, thank you @johndavidpfeiffer."

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