Navigating The Runways And Red Carpets Of NYFW With Victor Cruz

The use of celebrity in advertising, and indeed in all promotion, has been hugely successful for the fashion industry. Celebrity endorsement is currently being explored as the fashion industry examines the impact of using a celebrity as part of New York City’s Fashion week. I would like to discuss the effectiveness of celebrities at evoking a viewer’s ideal self. In short, self-concept is the construction of a consumer’s self through brands and other purchases that reflect the notion of who they are in the eyes of others. You see, we naturally have different roles in life. Therefore, we construct the roles of actual selves, ideal selves and social selves. The latter now having become the most important in just about everyone. Consumers of the fashion brands buy into the outward-facing signals of group membership.

The fashion industries and well as fine-tuned luxury automotive brand BMW work together to create the first phase where the viewer is familiar with Victor Cruz and his significant contribution to the NFL and his involvement as a brand ambassador and collaborator on fashion projects. Unafraid to tackle different genres and changing tides, he is photographed constantly for his cool, confident and diverse style of dressing. His style works for both streetwear fashion brands as well as red carpet luxury labels. To be clear, these associations and significance are attached to Victor Cruz, and the recall and recognition of these meanings are very quick and run very deep. The viewers transfer these meanings upon viewing social media, TV and print campaigns. Subsequently, the consumer will decide if Victor Cruz matches their own notions about menswear and their personal selves in the modern world. In this way Cruz has conveyed a new sense of confidence in style to the male consumer.

The message to the consumer is clear: the use of celebrities many times creates a perfect, macho and proud ultimate self to aspire to. The esteemed status with BMW that they have achieved in society could be ours too, if we buy into the advice and brands they are highlighting to us.

The term ‘editorial’ coverage applies to coverage now applies to online magazines, third-party blogs and influencer feeds. These are the fresh style aggregators. Key influencers will be targeted with press information that they believe in to promote. I return, the fashion industry has seen huge boom of respected influencers reporting on fashion shows, brands and products, recommending them and quite often collaborating with brands- either as part of the design process or by being the new face or style ambassador of the brand.

This New York Fashion Week, BMW highlighted four fashion notables who took the unconventional path to success in a digital content series titled, “The Road Less Traveled.” The series will feature a collection of inspiring gamechangers, including: 

• Christian Siriano – renowned designer and CFDA inductee, Siriano now runs his eponymous brand based in New York City that fosters inclusivity in fashion.
• Halima Aden – famous for breaking new ground in the fashion world as the first hijab-wearing model, Aden is committed to diversity and other inspiring causes on and off the runway; she also serves as a UNICEF Ambassador.
• Jason Wu – world-famous designer of his eponymous fashion line, Wu received critical acclaim for dressing notable, influential women, including Michelle Obama.
• Zanna Roberts Rassi – NYC-based fashion and beauty journalist who, most recently, added entrepreneur to her resume as the co-founder of popular vegan cosmetics brand Milk Makeup. 

Each designer was accompanied on their journey by the first-ever BMW 2 Series Gran Coupe, the brand’s newest expression of BMW at the entry point of the premium market. The BMW 2 Series Gran Coupe’s starring role in the series showcases BMW’s empowerment of discerning individualists that strive to make a unique lifestyle statement, just like those featured in the content.

BMW of North America returned as the Official Automotive Partner of New York Fashion Week (NYFW): The Shows for the 2020 season celebrated the road less traveled, highlighting inspiring voices in fashion and culture who are driving change and pushing boundaries! In its second year of a partnership with IMG, NYFW: The Shows’ owner and lead producer, BMW presented a digital content series highlighting four fashion industry notables and the unconventional paths that led to their success, and hosted engaging experiences on-site throughout the event including two panel discussions.

 “BMW’s presence at NYFW: The Shows stems from our company’s longstanding support of arts and culture, along with a strong belief in individual expression and creativity,” said Uwe Dreher, vice president of marketing, BMW of North America. “We are proud to celebrate and partner with those who are driving powerful conversations and inspiring others with their unique stories.” says Uwe Dreher, VP of Marketing, BMW of North America.

I recently had the privilege of speaking one-on-one with Victor Cruz about his involvement with BMW and IMG respectively, how fashion, business and sports intercept and what the end result in fashion week is all about?

Joseph DeAcetis: How do your different worlds of fashion, business and sports intercept?

Victor Cruz: They all intercept mainly because one always drives the other, football drives business and fashion. All those things, especially with different athletes and the way they are; curating styles to monetize their opportunity. NFL guys are now given the opportunity to collaborate with fashion brands. They are currently sought after in the fashion space and trying to use their resources to monetize it. It makes it better for all parties involved.

Joseph DeAcetis: What is the most interesting part of being involved in all of these industries simultaneously?

Victor Cruz: I think it is interesting that the possibilities are endless, you can literally do whatever you want. The ideas you come up with- they have to listen to them because you come from a certain space that the fashion world might not have tapped into yet. So the fact that I can cross pollinate through all of these different sectors is just fun and exciting. Moreover, no idea can go un-listened to or unheard of because it is all fresh and new. So the brands are going to be thrilled to sit down and listen to you.

Joseph DeAcetis: That’s a story; “Victor Cruz cross pollinates”!

Joseph DeAcetis: Laddering back to BMW and IMG messaging for the season, how have you taken the road less traveled?

Victor Cruz: I think that is my entire career right? I was going to be a free agent until I made it to a Super Bowl, you know what I mean? I have a dance in the end zone like I used to do when I played pro football. I think the path to how I arrived here is the road less traveled. I went from being a football athlete to a host on E television!

Joseph DeAcetis: You’re a fashion icon!

Victor Cruz: From your mouth to God’s ears but yeah I think my entire career has been the road that hasn’t been traveled by anyone just yet. In addition, I would like to continue that trend for the next Victor Cruz to come up in order for his path be a little bit easier than mine!

Joseph DeAcetis: Talk to Forbes about your involvement with BMW and IMG respectively?

Victor Cruz: Well, I have been at IMG for years now- since I have been an athlete and that turned over to endeavor plus I got into TV so I just think that the partnership has been great. Everyone at IMG understands their clients; who they are and what they like and what they are passionate about. The BMW partnership just made sense since they understand the fashion space and understand they want to make their mark. I think IMG is just helping to facilitate that. 

Joseph DeAcetis: You have attended fashion show for years now (and I have seen you there), what trends are you looking forward to seeing this season?

Victor Cruz: I am excited to see some color and brightness, I am thrilled about seeing guys taking risks. I know I talked about that in the panel today but I feel like the more risks the better, continue to push the envelope.

Joseph DeAcetis: What about trends in regards to business for office attire?

Victor Cruz: When I think of business I think of the Wall Street guy wearing a navy suit, blue tie, white shirt, we need to get out of that mode. We are required to create a different mold for that top management professional. If you go anywhere south of 15^th Street in NYC, you’ll see guys looking like a SIMS menswear show-where everybody looks the same. In a word, I think that great menswear starts with fine tailoring and adding some color into the business men’s wardrobe.  

Joseph DeAcetis: Talk to Forbes in detail what fashion week is all about?

Victor Cruz: Fashion week is about bringing guys together and bringing different fashion designers together under one roof. The end result is to show what is happening in fashion now.

Joseph DeAcetis: And what are your duties and responsibilities each day during NYFW?

Victor Cruz: Firstly, I am required to get dressed on time and get to these shows on time. Subsequently, I take many pictures for Instagram as physically possible!

Joseph DeAcetis: And talk to me about your personal style?

Victor Cruz: My personal style is that I try to be diversified in multiple worlds. I dislike calling it street wear however it is what I grew up wearing. I can wear a suit and a tailored outfit. This is the fashion world where I cross pollinate in order to be in both worlds.  

Joseph DeAcetis: Can you give me three adjectives for BMW?

Victor Cruz: Classic, Prestigious and Efficient