New York Fashion Week, held Sept. 10-15, packed 70 runway shows and designer presentations into six days. Around them, brands built activations ranging from a $3.99 chicken-nugget purse to a pop-up laundromat. Here is what marketers need to know from the season's buzziest experiential plays.

Burger King's Le Nugguette. The fast-food chain released 100 limited-edition nugget-sized purses with a dipping-sauce charm daily from Sept. 12-16, priced at $3.99 — the same as a 10-piece chicken nugget order. Each drop sold out within seconds.

Alani Nu x Christian Siriano. The energy drink brand leaned into spooky season with designer Christian Siriano, who debuted a couture gown inspired by its Witch's Brew flavor during his NYFW show. The purple gown with a green hem mirrored the product's color palette and green apple taste. Alani Nu also ran The Coven Club, a multistory immersive experience open Sept. 12-13, with product tastings and interactive moments.

Barilla's pasta dress. Designer Rachel Antonoff created a dress for Barilla Al Bronzo's partnership with Cherry Bombe, modeled by Maryah Ananda. The garment featured bucatini and radiatori pasta, individually hand-stitched. It remained on display at Cherry Bombe House in New York City through Sept. 18, where Barilla Presents: House of Al Bronzo also ran a three-day pasta tasting experience.

Calzedonia hits the streets. The Italian fashion brand promoted its tights with a Williamsburg billboard (agency: Blindspot) and a custom branded taxi driving around with two sets of 3D legs emerging from the roof. The taxi delivered passengers to The Stoop, Calzedonia's exclusive SoHo pop-up, open Sept. 12-13, where editors, models, stylists and creators could browse new legwear collections, get products personalized with embroidery, refresh at a Beauty of Joseon salon station, drink matcha, shoot photo booth pictures and pick up goodie bags.

Estée Lauder launches Glimmer. The brand hosted a cocktail evening on Sept. 9 with Hailee Steinfeld, face of the new Glimmer Eau de Parfum global campaign. From Sept. 11-12, a pop-up built around sensorial, interactive moments encouraged social sharing.

IPSY's Beauty Week. IPSY operated across sidewalks, parties and its own dedicated space, the IPSY Social House, taking over Maison Welles for a creator experience with beauty touch-ups, refreshments and all-day activations (agency: in-house). Its Beauty Week Touch-Up Cart handed out on-the-go essentials to creators, attendees and consumers. The run closed with the IPSY x Daily Front Row Cocktail Party.

Method on the runway. Method partnered with designer Jane Wade, whose outdoor spring 2027 show featured Method products as accessories: body wash incorporated into a rolled-towel utility harness, plus Skin Spritz Face Mist and Simply Nourish Shampoo, Conditioner + Body Wash packed in a transparent bag. Attendees received clear totes with Method products.

A law firm walks the runway. Morgan & Morgan, America's largest injury law firm, surprised the fashion community with a five-look runway collection by Lawrence Cooper inspired by personal injury scenarios: Hospital Gown (reimagined medical wear), Dog Bite Denim (torn and reconstructed denim), Ember (charred textures), Black Ice (a dark, sleek look) and Gauze (elevated medical wrapping). "We've made it our business to go where law firms haven't gone and collaborate in ways they haven't before," Chief Creative Officer Carlos Wigle said in a statement. "The Slip & Fall Collection is exactly that: an unexpected collision of personal injury and culture designed to make people stop, look and think."

Poshmark Dry Cleaners. Poshmark converted a SoHo storefront into a pop-up laundromat to launch its Try Yourself On campaign and in-app Tastemaker curation featuring pieces from celebrity closets (agency: nice&frank). On Sept. 12, Chief Revenue Officer Elizabeth von der Goltz hosted a VIP night for tastemakers, editors and creators, with DJ Francesca Keller on the decks and vintage pieces to take home. The next day, consumers received a "Ready for Pickup" claim ticket for the chance to win finds sourced on Poshmark and items from Tastemakers' personal closets.

Saratoga Spring Water goes luxury. The water brand teamed with luxury menswear label Public School New York on a capsule collection. Designers Dao-Yi Chow and Maxwell Osborne reinterpreted the Signature Blue bottle into four accessories: a leather lanyard bottle bag, a t-shirt, a cassette tape and a canvas tote. After the collection's Spring 2027 runway debut on Sept. 10, a one-night-only pop-up at Iconic Magazines drew a line around the block, with attendees scoring limited-edition pieces and other prizes.

W Concept's W Together. The Korean fashion and lifestyle platform is introducing more than 80 Korean fashion, beauty, music, wellness and lifestyle brands to New Yorkers through a two-week SoHo pop-up running through Sept. 23. Since the Sept. 9 opening celebration, attendees have explored seven themed zones — Fashion, Beauty, Music, Play, Wellness, Ritual and Heritage — created AI-styled lookbooks with participating brands' pieces and shared them on social media for prize draws. A Photoism photo booth, a keycap customization station and a tennis clinic with SMAXH rounded out the experience.

Source: Chief Marketer (https://www.eventmarketer.com/article/top-experiential-brand-collabs-new-york-fashion-week-2026/) / Source: lenugguettebk.com (https://www.lenugguettebk.com/)