Cleveland, OH, Feb. 08, 2018 (GLOBE NEWSWIRE) -- Papyrus, the champion of self-expression, enters its 12th season as official sponsor of NYFW: The Shows, elevating the brand’s presence this season with a fully immersive experience. From the Café by Papyrus to a VIP event with Judith Leiber Couture to collaborations with world-renowned fashion designers alice + olivia by Stacey Bendet, Jonathan Simkhai and Prabal Gurung to a socially-shareable installation called Beautiful Statement Walk, Papyrus is leveraging its power of craftsmanship and artistry as a source of everyday inspiration. From Thursday, February 8 through Wednesday, February 14, 2018, Papyrus will entertain guests and influence the conversations around how we can all express beautifully. Follow and join the action on Instagram using #ArtOfPapyrus.
“At Papyrus, we believe that your most important relationships deserve the highest quality, care and regard; therefore, each masterfully crafted Papyrus product is designed to help foster the most beautiful expressions possible,” said Alex Ho, CMO of American Greetings, parent company to Papyrus. “We were founded out of a genuine love for fine art and we rely on our ability to elevate everyday moments. So this season, we wanted to put an emphasis on the power of self-expression - not just for the runway models and those involved with the shows, but also for everyone enjoying this week of fashion in the city - with unique and inspirational activations that will continue to drive our purpose forward.”
The Café by Papyrus at Spring Studios will fuel attendees with specialty coffee and sweet, delectable treats while offering an array of meaningful programming. Guests will enjoy live, custom illustrations; card writing; compliment cards for attendees to share positive sentiments with one another; and a card concierge handing out the latest Papyrus designs, which can be mailed directly from the space, furthering meaningful connections around the world. To celebrate the second installment of the Papyrus X Judith Leiber Couture collection, Papyrus will host an exclusive event on Friday, February 9 to bring this meticulously hand-crafted collection directly to attendees and industry insiders.
The week’s events will be headlined with experiences designed to inspire the most beautiful expression: Confidence. Papyrus will overhaul fashion’s traditional backstage “walking directions”— empowering words which are meant to inspire models, yet are often written casually on paper and lack design and aesthetic—by transforming them into elegant pieces of art accenting elements of the designers’ collection and brand. “The collaboration with Papyrus enabled us to use our voice to share messages supporting female empowerment and positivity during a time when women everywhere look to the fashion world for inspiration,” said Stacey Bendet, CEO and Creative Director of alice + olivia.
“Now more than ever, we feel a responsibility to use our platform to speak out against discrimination, misogyny and adversity,” said renowned designer Prabal Gurung. “This season, to celebrate our models and our entire backstage team, we wanted to create beautiful and bold statements to empower, and Papyrus is the perfect partner to bring this vision to life.”
Beyond backstage, Papyrus will extend the sentiment to the streets of SoHo on Tuesday, February 13, where a Beautiful Statement Walk comes to life as a socially-shareable installation at Grand Street between West Broadway and Thompson Street.
“We are committed to making every expression the most beautiful it can be,” said Alex Ho. “We saw an artistic opportunity to revamp traditional walking directions and are grateful for the chance to work with such acclaimed designers that strengthen our Designer Collaboration Series and further legitimize our position in the fashion industry.”
As the champion of self-expression, Papyrus continues to cement its place in the fashion industry through unique collaborations with notable fashion designers. Started in 2016, the Designer Collaboration Series is complete with collections from some of fashion’s most notable names. Last year, in addition to product collaborations, Papyrus partnered with designer Adam Selman to create a fully immersive runway set made entirely of paper for Selman’s SS2018 runway show.
For more information on Papyrus, please visit https://www.papyrusonline.com and join the social conversation with Papyrus on Instagram @papyrus with #ArtOfPapyrus.
About Papyrus:
As the premiere, preeminent social expressions brand, Papyrus believes that your most important relationships deserve the highest quality, care and regard. Founded out of a love for fine art, Papyrus creates masterfully-crafted greeting cards and gift products designed to elevate everyday moments and foster beautiful expressions. From exclusive collections designed in collaboration with world-renowned fashion designers to the use of cutting-edge, innovative treatments creating custom objects of beauty, Papyrus is committed to uncompromising quality and style. Consumers can find handcrafted Papyrus products online and in retailers across the country. To learn more, visit papyrusonline.com.
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