BMW Signs On as New York Fashion Week’s Official Automotive Partner

BMW is looking to claim a piece of New York’s fashion pie. The German automotive company’s North American division has signed a deal with IMG to become the official automotive partner of New York Fashion Week. BMW hopes the deal will help it “target a new audience within the creative class, a younger target audience and one with more of an urban and creative focus,” according to Uwe Dreher, BMW North America’s vice president of marketing. While New Yorkers are famously hesitant to enter into car ownership, Dreher feels that, “New York Fashion Week has a broad reach outside the city and even outside the U.S. and we believe we can get in touch with the right people with this property.” The sponsorship will see BMW equip select VIP influencers, editors, models and buyers with car service to get them from show to show. This fashion week fleet will include BMW’s “most luxurious cars where aesthetics play a key role,” according to Dreher, including the company’s BMW 7 Series sedan and its BMW X7 sports activity vehicle. The car models will also be on display at a BMW-sponsored concierge tent at Spring Studios, which will host VIP arrivals. The automaker’s fashion week tie-up will

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