East London brand AllSaints will appear at New York Fashion Week for the first time in September.
The retailer will showcase its spring 14 collection across September 8-9, using a presentation that will “disrupt the format of the traditional fashion show and integrate product, digital and music”.
Press and buyers will also be able to arrange one-on-one appointments with AllSaints chief creative director Wil Beedle.
British label Belstaff also opted to show at New York Fashion Week and earlier this year Victoria Beckham debuted her collection at the exhibition.
Shop Style marketing manager Sian O’Flaherty said: “The US are having a love affair with all things British at the moment. I think New Yorkers will appreciate the East London aesthetic of AllSaints – it’s urban and edgy, and from the press materials, it looks like their fashion show’s going to provide something a bit unexpected and innovative.”