Why Maybelline New York and New York Fashion Week’s Partnership Continues to Work, 10 Years On

Staying together while staying ahead of the curve

At the Maybelline House during NYFW in February 2019.

New York Fashion Week seen quite a bit of change over the past decade. In 2010, the event fled its longtime home in Bryant Park, relocating to Lincoln Center. And then in January 2015, Mercedes-Benz, which had served as NYFW’s title sponsor for eight years, announced its departure. Later that same year, Fashion Week relocated yet again, moving to the downtown Manhattan location of Spring Studios—though several designers now choose to show their collections at other locations.

@dianapearl_ diana.pearl@adweek.com Diana is the brand marketing editor at Adweek and managing editor of Brandweek.