Hanes Hosiery Teams Up With Bibhu Mohapatra for New York Fashion Week
After seasons of bare legs dominating runways and the red carpet, Hanes Hosiery proudly made its official debut back on the runway this past September. To capitalize on the momentum of legwear making a comeback as a result of the “Kate Effect” and rising popularity of Kate Middleton, the classic legwear brand teamed up with luxury designer Bibhu Mohapatra at New York Fashion Week.
Through this unique partnership, Hanes Hosiery’s seasonless styles were featured alongside Bibhu’s Spring 2016 designs to create a timeless style for women to look and feel beautiful. From runway to realway, Hanes Hosiery styles completed Bibhu’s must-have looks and provided a flawless finish.
“My spring collection is inspired by the Bauhaus movement and because of the bold and confident spirit of that woman, legs became an important part of the look,” said Mohapatra. “Hanes Hosiery helps complete that look.”
To drive momentum of Hanes Hosiery returning to the runway and raise awareness for the brand’s innovative XTemp legwear technology with consumers and retailers nationwide, top-tier media outlets were invited to an exclusive press event to kick off New York Fashion Week and meet the luxury designer. Upon arrival, fashion week survival kits were distributed, which included must-have beauty and feel good products with a full week supply of legwear to wear throughout New York Fashion Week.
At Fashion Week, Hanes Hosiery invited top tier retailers including Lord & Taylor and other upscale stores to encourage key stakeholders to consider a more diverse distribution of legwear with the classic Hanes Hosiery collection. The brand also engaged with outlets including W, Vogue, WWD, InStyle, The Daily Front Row, Family Circle, Woman’s Day, Redbook and People Style Watch (to name a few) to generate over 30 million impressions in broadcast, print, and online outlets.
- To further drive a broad reach to consumers nationwide, a digital integration with EXTRA TV was strategically timed to kick off the first day of Fall and was viewed by over six million viewers. Host and Actor Mario Lopez highlighted the Hanes Hosiery and BIbhu Mohapatra partnership featuring runway show images as well as packaging for the brand’s innovative new XTemp technology.
- In less than three months, the partnership generated almost 40 million media impressions and established interest in additional upscale retail doors. As a result, Hanes Hosiery is continuing the conversation with Bibhu Mohapatra to build upon the partnership for New York Fashion Week in February, 2016.