Fashion commerce company, The Folklore Group, is poised to expand its presence at New York Fashion Week with the upcoming fall 2024 showroom. Additionally, it plans to extend its influence by organising four showrooms throughout the year in New York, incorporating resort and pre-fall to fall ’24 and spring ’25. The Folklore serves as a platform that equips brands with the resources to grow their businesses and engage in partnerships on a global scale. It caters to diverse consumer product businesses in international markets such as Africa, South America, Asia, and the Caribbean.
The NYFW showroom supports The Folklore Connect’s hybrid showroom or store-in-store approach, a B2B wholesale marketplace utilised by major retailers like Nordstrom, Shopbop, and Revolve to discover diverse and emerging brands. The February and September 2023 showrooms attracted over 1,500 attendees.
The Folklore NYFW Showroom is scheduled to take place from 11th-14th February in SoHo. This season, the showroom will enable retail buyers, media, stylists, and other industry professionals to schedule appointments to view collections from 23 apparel and accessories brands from the US, UK, South Africa, Nigeria, Hong Kong, Colombia, and Côte d’Ivoire.
Amira Rasool, the current CEO of The Folklore Group, expressed her enthusiasm for nearly doubling the number of diverse and emerging market designers this season. “For our brands and the broader NYFW community, it has become a staple on the calendar; so much so that we will be expanding to four physical showrooms in 2024, including resort in June, spring/summer in September, and pre-fall in December,” she added.
New brands joining this season include 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.
