New York Fashion: Men’s is, quite naturally, all about men and their style. This season, however, we welcome a refreshing female perspective courtesy of LIFEWTR. The new premium water brand has partnered with the CFDA and NYFW: Men’s to bring the voice of women to the shows via the bold and abstract artists Trudy Benson, Lynnie Z, and Adrienne Gaither whose work is featured on LIFEWTR’s Series 2 bottle labels.
Trudy Benson is known for her large-scale abstract paintings that utilize textures, shapes and bold colors. Lynnie Z’s energetic work features a bold and bright color palette to create enigmatic, seductive creatures and femme fatales. Adrienne Gaither, meanwhile, explores identity and imagination in her work.
Their work is prominently exhibited in a gallery-like installation at Skylight Clarkson Sq for the next three days, expressing the values LIFEWTR shares with the CFDA: the advancement of creativity. For this special occasion, we interviewed Olga Osminkina-Jones, Vice President, Hydration Pepsico Global Beverage Group, about the initiative, LIFEWTR’s ethos, and how the interplay of fashion and art fuels creativity.
What do you hope participation in NYFW: Men’s with the Series 2 Gallery bring to the shows and to LIFEWTR?
Fashion is a living expression of art. So it is only natural for LIFEWTR, a brand committed to advancing and showcasing emerging artists, to partner with the CFDA to create a combined fashion and art experience. The LIFEWTR Series 2 Gallery installation at NYFW Men’s will feature artwork from our incredible female artists bringing a female perspective to Men’s Fashion Week. We feel this merger will provide a dynamic platform for guests attending the shows to discover, engage and ultimately become inspired by artists and different forms of art, gender blind.
How does it play into LIFEWTR’s ethos?
LIFEWTR is a purpose-driven brand. We are dedicated to advancing and showcasing creativity, providing a platform to emerging artists of all forms, including fashion, one of the boldest and most inspiring creative expressions. NYFW Men’s brings together established and emerging designers to showcase their collections each season, this commitment to celebrating creativity is perfectly in line with our core mission.
* Where do you see the intersection of art and fashion?
Fashion, like art, can be inspiring on so many levels. There is a cultural significance to fashion which is resonating with consumers en masse. Not only are we seeing the influences of art on everyday fashion, fashion as an artistic expression is more evident today as designers are recognized and celebrated with exhibitions at cultural institutions across the globe.
* What do you hope will be the main takeaway for visitors to NYFW: Men’s?
Our goal is for the audience to see fashion as an art form and see visual arts as more accessible. Both, in the end, have the power to inspire our daily lives. Separately, and always in line with our purpose, we are creating an opportunity for our artists to be discovered and hopefully, further fuel the importance of celebrating women in arts, even at dedicated men’s events.