Spring is the New Home of New York Fashion Week

Are fashion shows outdated? Not at Spring, where fashion, beauty, gastronomy, art, film, and design mingle in an exclusive Tribeca hub.

Spring, which began as a fashion production studio in 1996 in London’s Kentish Town and has grown into one of the world’s largest creative agencies and clubs, has been chosen by IMG as the official partner for New York Fashion Week for the next four seasons. The expansive Tribeca space, also home of the Tribeca Film Festival, Independent Art Fair, and pop-ups with Noma and Caviar Kaspia, has hosted several fashion shows such as Opening Ceremony, Tom Ford, and Calvin Klein since opening in 2015, and will host 44 shows this season (including Jeremy Scott and Jason Wu), as well as a series of industry-related showcases, talks, presentations, and parties.

Spring Studios in New York. Picture by Leo Livshetz (Spring Studios).

One week before the shows, the massive industrial spaces at Spring Studios buzz with orderly animation. The doors are covered with sponsor stickers. The technical teams calmly set up stages and sound. The airy makeup room, topped by a skylight, is neatly lined with tables and stools.

On the other side of the building, at the new private club, Spring Place, models and fashion execs finalize last-minute details in bright suites filled with clothing racks. The club – where IMG Senior Vice-President Catherine Bennett is a member, along with other industry heavyweights such as CFDA president Steven Kolb, Tom Ford, Eva Herzigová, and Liya Kebede – will transform into the industry headquarters for the shows, just steps away from the agency that conceives campaigns for luxury brands like Tom Ford and Louis Vuitton. Not too far into the members-only restaurant and lounge, start-up executives and fashion designers discuss business over a plate of hummus courtesy of Michelin-starred chef Fabio Bano, and a cocktail stirred by award-winning mixologist Simon Sebbah. If inspiration struck, they could retire to a private adjacent suite decorated with pink-upholstered Theo Ruth couches and armchairs (sourced by curator and interior decorator Andrée Cooke), where a piano and a guitar await them. Yet another few steps away is a red-velvet covered screening room for their film preview or presentation.

Spring Studios in New York. Picture by Leo Livshetz (Spring Studios).

Luxurious, dynamic, global, Spring has quickly become one of the hubs of New York City’s creative and business industries. While insiders ask whether fashion weeks are passé in the age of Instagram, e-shopping, and see-now-buy-now presentations, the company believes that the fashion industry continues to connect creativity and business, reflecting trends in wider culture, reimagining presentations, and triggering relationships. Ultimately, the new sparks ignited at these events might translate into hard deals on the agency side and off-season activities at the Studio. Next stop in this global expansion: Spring Place in Beverly Hills in April and Spring Studio in Downtown LA in the fall.

“Now, more than ever, people don’t want to simply view a fashion show,” explains Francesco Costa, Spring’s Chairman. “They want to understand how all the pieces come together. They want to identify the key players responsible and where these events stand in the larger cultural thread.” As boundaries between high and low, business and art, street and haute collapse, Spring is a platform for cross-pollination and innovation, where fashion shows morph into interactive cultural moments: accessible to all, yet tucked behind the exclusive aura of the space.

Spring Studios in New York. Picture by Leo Livshetz (Spring Studios).

“An air of transparency has taken over the fashion industry,” continues Costa. “No longer is it enough to publish a glossy photo from an editorial campaign. An Instagram story of a pre-show chat between a designer and her staff holds equal weight in an industry that, thanks to social media, has allowed fashion connoisseurs to become more immersed. People want to see brands as human, so the walls and barriers have to go down. In doing so, fashion, for the first time in history, has become more inclusive, digestible, and cause-driven.”