Lexus is expanding the scope of its New York Fashion Week sponsorship with a live photoshoot for Interview Magazine sponsored by the company.

The campaign, “Lexus: Set in Motion,” which will run September 8 and 9, will allow viewers to be styled and photographed by top fashion talent. The shoot set was created by industry mainstay Stefan Beckman, who looked to the new Lexus LC 500 for inspiration. The day before it opens to the public, photographer Fabien Baron will use the set as a backdrop for shooting five cultural influencers, including Hari Nef, for a six-page fashion feature in Interview’s December 2017/January 2018 issue.

Of the style and photo talent that will be on hand for the public, Lexus — which has sponsored NYFW since 2015 — could only confirm that it will be a pool of Interview’s top contributors.

“The atmosphere of the activation will invoke that of a real shoot casting,” said Greg Kitzens, the gm of marketing at Lexus. When guests enter the venue, their Polaroid will be taken — the photo functioning as their “ticket” to the official shoot — before they’re led into a green room–like lounge, where they can enjoy free food and assorted swag. From there, they’ll be brought on set for their final “photoshoot” and encouraged to share the results on social media.

LEX_LIT CAR GRAND CENTRAL_1461A Lexus activation at NYFW in February

“NYFW is typically seen as an exclusive moment for key industry players,” said Kitzens, “and it was important for us to find a way to make this moment inclusive — something the public could enjoy and partake in.”

Although Lexus could not comment on its yearly investment in NYFW, it’s safe to assume this initiative will deliver more bang for its buck — spreading its marketing message outside the elite confines of show attendees. Until now, its fashion week sponsorship, dubbed #HowFashionTravels, has revolved mainly around the fleet of 100 or so Lexus vehicles the company provides to VIPs traversing the city during NYFW. “It’s given us the opportunity to reach some of the most influential people in the world,” said Kitzens. Lexus has also collaborated with designers like Nicole Miller and Tome on custom-printed vehicle exteriors.

Partnering with a magazine like Interview, which bridges the worlds of fashion, art, entertainment and literature, will allow Lexus to expand its reach beyond fashion during this time, said Kitzens.

The partnership is mutually beneficial, according to Jason Nikic, the chief revenue officer of Interview. “Lexus is taking our readers behind the scenes, bringing our signature editorials to life,” he said. “It gives readers more than just their 15 minutes of fame; it lends an appreciation for all the hard work that goes into creating the stunning images for which we’re so well-known.”

The goal for both partners, he said, is to make fashion more accessible, an effort that echoes that of Cadillac, which has sponsored the New York men’s shows since 2015. Last April, for example, the car company launched the Retail Lab space with the CFDA, an initiative open to the public that allows young designers to custom design a retail space. “What impressed me about Cadillac House [which houses the Retail Lab] is that anyone can walk into it and be a part of it,” InStyle fashion news director Eric Wilson told Glossy in July. Perhaps Lexus was taking notes.

Photo via Lexus

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