Tanya Taylor approached this New York Fashion Week in a new way . In lieu of a traditional runway show or presentation,

Taylor worked with VOGUE to invite women who inspire and embody the brand across all industries for a luncheon at her home to celebrate the Spring-Summer 2019 collection. The group included Roopal Patel, Halima Aden, Lizzo, Rachel Blumenthal, Claire Distenfeld, and Giovanna Engelbert. The women will be featured in Taylor spring lookbook, which will be out early next year.

We spoke to Taylor about the project and her goals.

Why did you decide to do this project versus a show or presentation?

We wanted to find a way to connect with our audience that felt more real. Many of our customers do not work in fashion nor do they all live in New York. We wanted to find a way to make them feel like they were a part of fashion week and connected to our brand. We spent the past year identifying 30 women across ages, industries, and lifestyles that represent our customer. We spent the past summer getting to know them and working with them to figure out which style or silhouette fit best into their life. We had them wear a few test-garments during their normal days. We had a chef that tested if she was comfortable enough to cook dinner in a look. We had a farmer test wear a dress to see if it let her move throughout her day and keep cool. We brought this group of 30 women together, all wearing their favorite S19 looks, to a luncheon at my home during New York Fashion Week. We told the story of the women through our digital channels and partnered with Vogue on the project for amplification. It has been one of our biggest successes yet in really connecting with our customer.”

What message do you hope to convey?

That we’re real and so is our customer. We want to use our resources to talk to her, and a glossy presentation didn’t feel real anymore.

What was your favorite part about your new fashion week approach?

The opportunity to get to know a diverse group of 30 women. The process of determining with them which style works best for them. The collection came together as a true meeting of wearable art and practicality.

Why did you pick these women?

They represent our customer and what she cares about. They are diverse group and all do amazing things. We wanted to tune into what they WANT to wear.

What do you hope people learned through the luncheon?

To talk to your customer and make it about them. They are the core of any successful business.