NYFW Highlights American Brands Beating the Luxury Slowdown

Beginner | February 9, 2026

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NYFW American brands are starting strong—With a Different Mood

New York Fashion Week (NYFW) begins February 11 and runs through February 16, and it’s opening the global fashion show season at an interesting time. The luxury industry has been dealing with slower growth, but some American brands are still doing well. This year, NYFW American brands are getting extra attention because they’re keeping customers interested—even when many shoppers are watching their budgets. (Reuters)

Two Big Names: Ralph Lauren and Coach

According to Reuters, two of the most watched shows this season will be Ralph Lauren and Coach. Both brands have been seeing strong demand, even while other luxury labels face a slowdown. (Reuters) One reason is that preppy styles are popular again. Another reason is that some shoppers want a more “reasonable” luxury item—especially handbags—after big price increases from high-end brands like Chanel and Dior. In simple terms: people still want quality, but they’re also trying to get better value for their money.

NYFW Is Trying to Make It Easier for Designers

NYFW has had some challenges recently. Reuters reports that the event has seen less sponsorship from big brands, and some major labels have chosen to hold shows outside the usual NYFW calendar. (Reuters) To help fix this, groups are working on reforms. Imad Izemrane, co-founder and CEO of N4XT Experiences, said their goal is to make it easier for designers to show a collection without worrying so much about funding. They also tried practical improvements—like using a central venue so guests don’t have to cross the city and get stuck in traffic.

What to Watch on the Schedule

Here are a few schedule highlights mentioned by Reuters:

Ralph Lauren will hold a show on Tuesday at the Jack Shainman Gallery.
NYFW officially starts on Wednesday, and designer Rachel Scott will present her debut collection for Proenza Schouler.
Other well-known names on the agenda include Carolina Herrera and Michael Kors.
A new designer to watch: Lorena Pipenco, a young Romanian designer, will close the week with her brand Pipenco’s debut show.

Overall, Reuters says about 60 labels will take part through catwalk shows or designer presentations. (Reuters)

The Bigger Picture: A “Reset” Moment for Fashion

NYFW is more than a runway show—it’s also a business event. Brands use it to build attention, attract buyers, and stay top-of-mind with customers. This year’s message feels clear: even in a slower market, brands can still win by offering strong style, smart pricing, and a smooth customer experience. If NYFW can reduce costs and improve logistics, it could help smaller designers compete and keep the event strong. In other words, NYFW American brands may have a better chance to grow—even in a slower market.

Vocabulary

Spotlight (noun) – special attention from the public or media.
Example: NYFW put several American brands in the spotlight this season.
Luxury (noun) – very expensive, high-quality products.
Example: Some luxury brands saw slower sales this year.
Slowdown (noun) – a period when growth becomes slower.
Example: The luxury slowdown changed how shoppers spend money.
Demand (noun) – how much people want to buy something.
Example: Coach had strong demand for its handbags.
Affordable (adjective) – not too expensive; reasonably priced.
Example: Some shoppers looked for more affordable luxury items.
Price hike (noun) – a sudden increase in price.
Example: After a price hike, some customers switched brands.
Sponsor (noun) – a company that gives money to support an event.
Example: NYFW had fewer sponsors than in past years.
Calendar (noun) – the official schedule of events.
Example: Some designers held shows outside the NYFW calendar.
Debut (noun) – the first time something is shown to the public.
Example: Rachel Scott will make her debut for Proenza Schouler.
Venue (noun) – the place where an event happens.
Example: A central venue helps visitors avoid long travel times.

Discussion Questions (About the Article)

Why is NYFW getting extra attention this year?
What are two reasons Ralph Lauren and Coach are doing well?
What problems has NYFW faced recently?
What changes are being made to improve NYFW?
Which designers or shows mentioned in the article do you want to watch, and why?

Discussion Questions (About the Topic)

When money is tight, what makes you choose one brand over another?
Do you think “affordable luxury” is a real thing? Why or why not?
What role do fashion shows play in business and marketing today?
How important are handbags and accessories in the fashion industry?
If you ran a small fashion brand, how would you compete with big luxury names?

Related Idiom

“Stand out from the crowd” — to be clearly better or more noticeable than others.

Example: Brands like Coach and Ralph Lauren stand out from the crowd because they offer style and value during a slowdown.

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This article was inspired by:

Reuters — “New York Fashion Week spotlights American brands that have bucked luxury slowdown” (Feb 5, 2026)