Skip to content

Project Subway at New York Fashion Week

Project Subway New York Fashion WeekSo I had a random assignment for the New York Times to cover a fashion runway show during NY Fashion Week. Normally I get fashion assignments from the Styles editor, but this request strangely came from the Business Desk.

Project Subway New York Fashion WeekWhy? Well it’s because this wasn’t just any runway show, it was Project Subway. As in Subway sandwiches as part of a marketing campaign.

Project Subway New York Fashion WeekProject Subway New York Fashion WeekProject Subway New York Fashion WeekProject Subway New York Fashion Week

The basics were this….Subway had four designers compete in a challenge, like they do in the TV show Project Runway. The designers could only use accessories from a subway restaurant that were provided; napkins, plastic bags, plastic salad bowls, cups, and basic accessories mostly branded with the Subway logo.

I photographed backstage as the models and designers were getting ready for the runway show and was impressed with what they were able to make out of these materials.

Project Subway New York Fashion Week

After the show guest judges including Scary Spice rated the looks with a score of 1-5 footlong subs. #nom

Project Subway New York Fashion Week

After a tie, the one and only Jared, subway’s spokesman who lost 245 pounds on a subway diet voted and Danilo Gabrielli was declared the victor.

Project Subway New York Fashion Week

He won a years worth of Subway sandwiches…and of course the opportunity to have a show at New York Fashion Week.

Comments

comments

Powered by Facebook Comments

Posted in photojournalism on September 12, 2013
Tags: , , , ,