Ralph Lauren, Coach Lead NYFW as Gen Z Lifts American Heritage Brands

New York Fashion Week is set to showcase a resurgence among American heritage brands, with companies like Ralph Lauren and Coach leading the charge by successfully capturing the Gen Z market. This trend provides a bright spot for investors amid a challenging period for the global luxury goods sector.

Heritage Brands in the Spotlight

The event will feature prominent runway shows from Ralph Lauren and Coach, both of which have reported strong growth in recent months. According to the report, younger shoppers in North America and Asia have shown a strong appetite for Ralph Lauren's updated polo shirts and cable-knit sweaters, as well as Coach's popular Tabby bags.

Adding to the theme of American legacy, Tommy Hilfiger is returning to the NYFW runway after a hiatus, supported by a new collaboration with NFL star Travis Kelce. "It’s kind of a nice fit back into that family," said Tori López, the Fashion Market Editor at W Magazine, on Hilfiger's return.

A Divergent Luxury Market

However, the revival is not uniform across all U.S. premium apparel brands. Michael Kors, which is also hosting a show, has continued to grapple with sluggish sales in recent years. This divergence reflects broader pressures on the luxury industry, which has been weighed down by factors including the war in the Middle East impacting tourism in Europe.

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Consultancy Bain & Company noted this summer that growth in the U.S. market, driven by domestic brands and spending from younger consumers, is helping to partially offset the slowdown seen in Europe and the Middle East. This positions the U.S. market as a key area of resilience for the sector.

NYFW Schedule and Highlights

The week's official events run until September 15 and will include about 70 runway shows and designer presentations. Key events include:

• Henry Zankov's debut collection for Diane von Furstenberg to officially open the week.
• Established brands like Carolina Herrera, Christian Siriano, and Calvin Klein are also on the schedule.
• Thom Browne will close out the event.