Expanding its footprint in fashion, Visa has announced its renewed sponsorship of New York Fashion Week: The Shows (NYFW) as its official payment technology partner. The company is leveraging NYFW as an opportunity to expand its efforts in supporting and empowering women who are moving the fashion industry forward to make positive changes, according to an announcement.
Mary Ann Reilly, senior vice president, head of North America marketing for Visa, said in the announcement, “This season, Visa wanted to pause and celebrate the voices who are using their platforms to generate change in fashion today and for future generations. Women have more economic power than ever and are driving a cultural force. At Visa, we hope to be an ally and resource for women in creating a more equal future.”
For its third season as the official payment technology partner of NYFW, Visa is creating the Visa Everywhere Fashion Week Pop-Up Shop, which will feature curated “essential” products from all women-founded brands. The company said 100 percent of the purchase price of products sold will benefit Women’s World Banking, a nonprofit organization that provides female entrepreneurs with financial tools and resources.
According to the company, “The retail experience deepens the connection between She’s Next, Empowered by Visa, Visa’s global initiative to support and champion women in their efforts to run, fund and grow their small businesses, and Rebecca Minkoff’s Female Founder Collective, a network of businesses led by women, supporting women.”
Items from female-founded companies in Visa’s pop-up shop include exclusive products from Appointed, Lingua Franca, Baggu and Sold Out NYC, in addition to other “on-the-go” necessities from Rebecca Minkoff, Kitsch and Rhino Parade. Shoppers will be able to tap to pay with their Visa contactless cards or digital wallets at Poynt payment terminals, featuring Visa’s sensory branding suite.
Beyond its on-site activation, the company said it is “facilitating conversation, highlighting powerful industry voices who are inspiring change for women and the fashion industry at large.” The company is the presenting sponsor of E!’s Front Five panel and docuseries, and is also hosting a panel conversation called “Women on the Move.”