How the New York Fashion Week Embraces QR Codes on the Runway
New York Fashion Week (NYFW) is a global spectacle of iconic designs and the pinnacle of the latest style trends. Established in 1943 by Eleanor Lambert, it has since become a major cultural moment that sets the tone for global style, media, and retail.
Over the years, NYFW has embraced QR code technology into its shows to adopt transparency, storytelling, sustainability, and customer engagement beyond fashion runways.
Let’s take a look at how QR codes are shaping the future of fashion events like NYFW. Also, learn how to improve your brand with the best QR code generator.
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What to expect at the New York Fashion Week 2026
Fashion icons, enthusiasts, and media from all parts of the world gather once again in Manhattan to see fine garments that won’t hit stores for another six months, as the official dates for the New York Fashion Week 2026 have been finalized.
NY Fashion Week is known for offering fresh opportunities for brands and designers to debut their collections. Attendees can look forward to seeing them launch Fall and Winter collections starting from February 11 to 16, 2026.
Here’s what to expect:
- February 11: Fashion Week officially kicks off with Proenza, featuring Rachel Scott’s debut runway show for the New York Label. Familiar names such as Calvin Klein, Collina Strada, and Coach are also expected to appear.
- February 13: Derek Lam welcomes new creative director Robert Rodriguez, who will present his debut collection for the brand, while Public School by Maxwell Osborne and Dao-Yi Chow returns to the New York Fashion Week events calendar.
- February 16: The week concludes with Pipenco, which is set to host the event's grand finale, starting in the afternoon of the last day.
- New Inclusions: The Council of Fashion Designers of America (CFDA) also mentions first-time additions to the official Fall 2026 schedule for Fashion Week in New York, including 7 For All Mankind, Alix of Bohemia, Andrew Curwen, Contessa Mills, and more.
The schedule for NYFW 2026 Spring and Summer collections has also been officially announced, running from September 11 to 16.
Brands attending the event can experience firsthand the amazing modern designs being showcased while also gaining valuable opportunities for business connections and brand promotions.
The New York Fashion Week and its adoption of QR codes
Previews for New York Fashion Week 2026 (left) and New York Fashion Week 2025 (right) (Source: Forbes.com and voguearabia.com)
While QR codes in fashion have also been used alongside modern designs, they also keep events running smoothly.
At the New York Fashion Week 2025, shows like Runway 7 used QR codes for their digital ticketing service, enabling easy scanning and validation and preventing ticket fraud.
In 2021, the fashion brand Markarian also incorporated QR codes into NYFW by working with Bublehouse to offer guests jewelry boxes filled with bubbles and a single QR code to scan for a personal NFT.
QR codes also appeared outside runway shows, including at NYFW: The Menu Sweepstakes, where participating restaurants placed them on their tables, allowing people to scan and register directly.
More ways to use QR codes in NY Fashion Week shows
The NYFW successfully showcases a global display of creativity, innovation, and style, combining emerging technologies.
Using the best QR code generator, brands can create a memorable way for people to experience both the brand and the product.
1. Interactive lookbooks
Gone are the days of static, paper-based lookbooks. New York Fashion Week designers can use QR codes to breathe new life into these fashion catalogs.
By scanning a QR code in a designer's lookbook, attendees can access 360° videos of the outfits, designer interviews, and direct shopping options.
This interactive experience will strengthen the connection between designers and their audience while offering a convenient way to shop for the latest trends.
2. Seat-specific experiences
The seat at a NYFW show offers more than just a view; it’s a chance to connect with brands on a personal level.
Assign each attendee a QR code for seating assignment. For instance, a VIP seat can provide access to exclusive content, a backstage tour, or a personalized gift.
This customization ensures that every guest feels valued and appreciated.
3. Donation drives
NY Fashion Week serves as an excellent platform for raising awareness and funds for important causes.
QR codes can streamline donation drives, allowing attendees to easily contribute to a charity of their choice by simply scanning a code.
This setup makes giving back convenient while enjoying the fashion show. Beyond facilitating donations, QR codes can also provide information about the supported charities.
Attendees can learn about the causes they care about, see how their donations will be used, and understand the impact they can make. This approach creates a more informed and meaningful giving experience.
4. Exclusive after-party access
For those lucky enough to attend afterparties, QR codes can enhance the experience even more.
Let guests scan the QR code on their invitation to unlock exclusive perks, such as VIP entry, complimentary drinks, or a private meet-and-greet with the designer.
This brings an extra level of exclusivity and excitement to the post-show festivities.
5. Social media integration
Using a social media QR code generator allows brands to seamlessly integrate social media into the fashion week experience.
Attendees can scan the QR code to quickly share photos and videos from the show on their social media platforms, generating buzz and connecting fashion enthusiasts online.
This social media integration can also offer extra content and behind-the-scenes looks at the show.
For instance, designers can use an advanced QR code generator to link to exclusive interviews, fashion tips, or live streams of the show via a dynamic QR code that lets the embedded content be edited.
This approach keeps attendees engaged and excited about the event, even after it concludes.
6. Sustainability tracking
Sustainability is becoming an increasingly important theme in the fashion industry, and QR codes offer a practical solution.
Scanning QR codes for sustainable fashion lets consumers access information about a garment’s materials, production process, and the brand’s sustainability efforts.
This transparency empowers consumers to make informed choices and supports brands committed to ethical practices.
QR codes can also drive sustainable fashion practices by providing garment care instructions and offering recycling programs for old clothes.
By fostering these practices, designers can help reduce the New York fashion industry’s environmental impact.
7. Digital ticketing
Many New York Fashion Week ticket sellers have now transitioned to using digital tickets and passes in the form of QR codes.
This approach improves event security, as each QR code can easily be scanned and verified upon arrival at the venue.
Digital tickets are also easier to distribute, allowing organizers to simply email attendees their QR code along with relevant event details, helping to streamline the entire check-in process.
8. Augmented reality experience
Through augmented reality (AR), interested buyers can digitally try on their favorite New York Fashion Week looks by simply scanning a QR code.
This interactive experience lets fashion enthusiasts see how pieces fit and move in real time, bridging the gap between runway inspiration and personal style.
9. Networking
New York Fashion Week models and neophyte designers also see the event as an opportunity to connect with designers and show organizers, and to showcase their talent to a wide range of brands and modeling agencies.
With a vCard QR code, networking during the event is easier, and models can build relationships or explore new deals with different fashion houses.
Notable QR code use cases at New York Fashion Week
QR codes have already made a significant impact on the fashion industry, especially at international events like NYFW.
Here are four of the most notable fashion shows where QR codes seamlessly integrate with the event:
11 Honoré and Shopify collab (2019)
During NYFW last 2019, luxury retailer 11 Honoré partnered with Shopify to bring real-time shopping straight to the runway.
Each attendee received a printed catalog showcasing the featured runway looks, along with embedded QR codes that linked directly to 11 Honoré’s online store.
By scanning the QR code, attendees could instantly explore and purchase the featured pieces, creating a seamless transition between digital and in-person retail.
This partnership helped to show how QR codes are now reshaping marketing in the fashion industry and shortening the process between buying and selling fashionable items.
Rochambeau Fall-Winter collection (2016)
In 2016, Rochambeau, an NYC-based designer label, introduced the 'BRIGHT BMBR' smart jacket.
This jacket came equipped with an NFC tag and a unique QR code, both discreetly tucked into a zipper pocket on one sleeve.
Scanning the smart tags with a smartphone gave wearers access to a range of exclusive experiences, including VIP event passes, signed artwork, and entry to Rochambeau's NYFW runway show.
They could also receive free gifts by scanning the QR code when within 500 meters of any The New Stand location.
Vivienne Tam’s Fall collection (2013)
Vivienne Tam, a Chinese fashion designer, creatively integrated QR codes into her Fall 2013 China Chic collection at NYFW.
She incorporated QR code aesthetics into the designs of her clothes, delicately woven or printed onto the fabric of dresses, tops, and other attire.
When scanned, the QR codes directed users to Tam's official website, offering a seamless digital experience.
This innovative move showcased Tam's embrace of new technologies and her talent for merging cultural themes with contemporary design.
Fashion GPS QR code at NYWF (2010)
In 2010, Fashion GPS introduced QR codes to NYFW for seat assignments. Attendees who RSVP'd in advance received an email with a QR code, which they could print and bring to the show.
At Lincoln Center, kiosks equipped with QR code scanners and printers were conveniently placed throughout the main lobby, allowing attendees to print their seat assignments easily.
This innovative system streamlined check-ins and enabled real-time seat reassignments. It was also reported that 80% of designers showing at Lincoln Center adopted this system for their Spring/Summer 2011 events, highlighting its effectiveness and popularity.
Top fashion brands leading the fashion QR code revolution
The fashion industry's growing fondness toward QR codes is visible than ever as brands use them to connect with customers, boost transparency, and promote sustainability.
These real-life use cases prove QR codes work:
Ahluwalia
Ahluwalia is enhancing the customer experience by integrating QR codes in fashion garments.
When customers scan these codes, they can access behind-the-scenes footage, discover the designer’s inspirations, and receive care instructions.
This approach enriches the customer experience and provides the brand with valuable insights into how customers interact with its products.
Ahluwalia’s use of QR codes illustrates how technology can improve the fashion experience.
The brand creates a more engaging and memorable experience by offering additional content and information.
Moreover, the data collected from these QR codes helps improve its products and marketing strategies.
PANGAIA
PANGAIA is another brand at the forefront of QR code innovation. These QR codes guide customers through a product's entire lifecycle, from its origin and purchase to transportation and care.
This interactive experience helps consumers gain a deeper insight into the product's journey and its environmental impact.
Additionally, PANGAIA’s QR code strategy allows customers to effortlessly resell their garments through the brand’s ReWear platform.
The brand’s digital passports are more than just a marketing play—they are a key tool in promoting sustainability.
By offering detailed information about each product’s journey, PANGAIA encourages more informed purchasing decisions.
The ReWear platform further supports this by making it simple for customers to resell their garments, extending product lifespans, and reducing waste.
Nobody’s Child
British clothing brand Nobody's Child is leading the way with QR codes, offering consumers unmatched transparency into its products.
By scanning a QR code on a care label, customers can access in-depth details about the materials, manufacturing process, and environmental impact of their clothing.
This transparency helps consumers make informed choices and supports brands that emphasize sustainability.
Nobody's Child also integrates QR codes into their online shopping experience. Customers can scan QR codes on product images to view detailed descriptions, reviews, and styling tips.
This interactive approach enhances the shopping experience and helps customers find the ideal items for their wardrobes.
QR codes on the runway
As the New York Fashion Week dates approach, fashion brands continue to shape upcoming trends by employing QR codes.
From runway shows and campaigns to clothing labels, brands can create immersive experiences that captivate their audience with the help of an advanced QR code generator.
These codes unlock access to exclusive behind-the-scenes content and interactive product catalogs, offering endless opportunities to engage consumers and boost sales.
With the New York Fashion Week show leaning into digital innovation, QR codes are set to become a key asset in every modern apparel brand’s toolkit.
FAQ
Can anyone go to New York Fashion Week?
Yes, anyone can attend NYFW by purchasing tickets to any public fashion show or event during that time.
However, major fashion brand shows remain largely invite-only for industry insiders, including editors, buyers, and PR professionals.
Is it hard to get invited to NYFW?
Yes, getting invited to major NYFW fashion shows is highly competitive and most often reserved for established editors, buyers, celebrities, and major influencers.
Invitations to their smaller or less popular fashion shows might be more attainable; however, it still requires reaching out to PR firms and building connections through networking skills and a strong social media presence.
