The Folklore, which is headed by Amira Rasool, is expanding its footprint at New York Fashion Week with its upcoming fall 2024 showroom. It will also expand its presence by hosting four showrooms throughout the year in New York, adding resort and pre-fall to fall ’24 and spring ’25.
The Folklore is a platform that provides brands with resources to expand their business and collaborate with global partners. The NYFW showroom supports the hybrid showroom approach of The Folklore Connect, the company’s business-to-business wholesale marketplace used by major retailers such as Nordstrom, Shopbop and Revolve to discover diverse and emerging brands. Their February and September 2023 showrooms attracted more than 1,500 attendees
The Folklore NYFW Showroom will run Feb. 11 to 14 in SoHo. This season, the showroom will enable retail buyers, media, stylists and other industry professionals to book appointments to view collections from 23 apparel and accessories brands from the U.S., U.K., South Africa, Nigeria, Hong Kong, Colombia and Côte d’Ivoire.
New brands joining this season are Arch NYC, Boyde, Favelo, Forever Amelia, House of Aama, Kaphill, Kinds, Lab, Macondia, Perade, Ru by Rupal, Sadie + Jean, The Rad Black Kids, Tier, and Twelve Am. Returning brands include Shekudo, V.Bellan, Orire, Rendoll and Elexiay.
A look from Elexiay.
“We are thrilled to be hosting our third season of The Folklore Showroom, and nearly doubling the amount of diverse and emerging market designers this season,” said Rasool, founder and chief executive officer of The Folklore. “For our brands and the wider NYFW community, it has become a staple on the calendar, so much so we will be expanding to four physical showrooms in 2024, including resort in June, spring/summer in September and pre-fall in December.”
Two looks from Favelo.
ourtesy of Folklore
To further engage with the community, The Folklore Connect will host an immersive workshop on Feb. 12 on the importance of designing commercially viable collections that catch the attention of retailers. On Feb. 13, The Folklore will hold a panel discussion focused on developing a powerful influencer strategy and recruiting the right type of influencers.
Footwear from Arch NYC.
Coutesy of Folklore.