LaQuan Smith is offering Marriott Bonvoy loyalty program members an exclusive opportunity to attend his spring 2025 show during New York Fashion Week on Sept. 9 as well as his after party. The collaboration with Marriott Bonvoy is part of the company’s “One Point Drop” moments, which gives members exclusive access to once-in-a-lifetime experiences for just one reward point.
“Collaborating with Marriott Bonvoy experiences is a great way to open up the brand,” Smith told WWD. “Fashion has never really been open to the public. It’s always very private. The concept is for people to encompass the world of LaQuan Smith. I’m really excited to be able to continue to expand the idea of what American luxury looks like.”
Starting at noon Thursday EST, Bonvoy members can log in and purchase for one loyalty point an experience that includes two second-row seats at Smith’s show, invites to an exclusive pre-show reception with the designer, plus access to his after party at The Edition Times Square.
“It’s important in the fashion industry to expand and broaden our horizons and do collaborations that are unexpected,” said Smith. Marriot’s “One Point Drops” allows members the opportunity to win curated once-in-a-lifetime “money can’t buy” experiences through the brand’s loyalty program. Other experiences include access to Marriott Bonvoy’s suite during the Super Bowl and coveted Taylor Swift concert tickets. This is the first time the company is offering an opportunity to attend a runway show.
“I’ve always done things in a non-traditional way,” said Smith. “I’m someone who likes to think outside of the box and try different things and it has worked to my advantage.”
Smith’s post-show celebrations are one of the hottest tickets during fashion week. “I never thought I would be at the forefront of nightlife,” he said. “But there is something extraordinary about getting sexy after 9 p.m. The way people shop my clothes, it’s always for a night out on the town, for a date night. Yes, people see the collections on the runway, but then reinforcing that in real time is something else. It just kind of brings the world together.”
Smith’s parties attract major celebrities, but, he says, its not about that in it’s essence. The world of LaQuan Smith is about inclusive luxury. “From McDonalds to caviar and Champagne, burlesque dancers and great DJs, we like to give people a cool experience that allows them to be free.”
“It’s just really about feeling unapologetically sexy and glamorous, that’s what we want to celebrate. Wearing LaQuan Smith is about female empowerment and there are different ways to activate that.”