Designer Audra Noyes has put in hours working at luxury fashion houses Lanvin and Ralph Lauren. But she’s always had her sights set on putting on a fashion show of her own. And her brand, Audra, held a spot on the official NYFW runway calendar for nine seasons.
But this year, she’s taken business behind closed doors, deciding not to host a show but to instead host private appointments with editors, buyers and influencers.
The decision came down to two things: saving money and better communicating her mission.
“There’s so much noise [during New York Fashion Week], and as a young brand, the most important thing is to be wise with my budget, and also to take the opportunity to build authentic relationships with key influencers in the industry,” said Noyes. “Through private appointments, I get to know more about who they are and what they’re looking for, and I can express my inspiration much better than I can on a runway.”
Noyes joined the Glossy Podcast to discuss her departure from the runway, how a wholesale brand can still have a direct and intimate relationship with customers, and what she wishes she had known when she was first starting out. Listen to the entire episode below, and stay tuned for more NYFW coverage on the Glossy Podcast coming up through next week.
