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Afterpay Offers Consumers the ‘Keys’ to Unlocking New York Fashion Week

  • September 3, 2022

For the third season in a row, Afterpay has partnered with IMG as the official presenting partner of New York.

With each season, Afterpay progresses in its goal of bringing fashion week to more consumers than ever and the company has announced fashion enthusiasts will be able to unlock access to NYFW through specially designed NFTs this September. These digital collectibles, or keys, will give owners an invitation to traditionally exclusive experiences and products and ownership of art created by designers.

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“NFT technology enables new connections between designers, brands and their audience through myriad applications, whether that’s unique and exclusive digital content through to proof of ownership and virtual garments,” said Geoff Seeley, chief marketing officer at Afterpay. “Our goal with New York Fashion Week has been to unlock greater access to fashion, and this season we are looking to eliminate more of the barriers to participation in the blockchain. We are offering innovative ways for customers to feel part of NYFW — both digitally and IRL.”

The NFTs will be offered in limited quantities and retail for $100 with the option to purchase through Afterpay’s interest-free installments. All proceeds from the sale of the NFT keys will be donated to Free Arts NYC, which brings art and mentoring programs to children in underserved communities within New York City.

Participating designers including Altu by Joseph Altuzarra, anOnlyChild, Jonathan Simkhai, Kim Shui and The Blonds, have designed inspiration for the unique NFTs from the inspiration of their spring 2023 collections and each offer different physical elements. For example, The Blonds key offers consumers the choice between an invite to The Blonds’ NYFW after party or a signed copy of “The Blonds: Glamour, Fashion, Fantasy” forthcoming book.

In designing their first NFT, The Blonds told WWD

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