Case study · No. 01

PatBO at New York Fashion Week

ClientPatBO

LocationNew York

Timing2021–2026 · seven seasons

CategoryFashion Week

RoleDirector, Marketing, PatBO

PatBO runway presentation with seated audience and a reflecting pool — Fig. 01 · The PatBO runway, New York Fashion Week

01 — Overview

Seven seasons, one team, every detail

PatBO has shown at New York Fashion Week for seven consecutive seasons, and the runway show is the brand’s single biggest marketing moment of each one. Ali owns it end to end: pre-event strategy and logistics, the show itself, and the post-event follow-up that turns a fifteen-minute runway into a season of press and content.

The hallmark of these shows is the room. A guest list of notable influencers and celebrities is built season over season, and PatBO has outfitted more than 100 influencers and celebrities for these milestones.

02 — The approach

The show is the campaign

Guest and talent strategy treated as media planning, not seating
Celebrity and influencer dressing coordinated with the runway looks
Press strategy and follow-up built into the show calendar
Collection storytelling carried through PR, social and e-commerce after the show

Model in a silver gown on the PatBO runway — Fig. 02 · On the runway

PatBO runway look with pink feather details — Fig. 03 · Fall 24

Embellished PatBO runway look — Fig. 04 · Spring 25

Influencers and guests dressed in PatBO at NYFW — Fig. 05 · The room, dressed in PatBO

03 — Ali’s roleDirector, Marketing, PatBO

Strategy through execution

StrategyProduction OversightGuest StrategyTalentCommunications

Directed eight NYFW campaigns and runway shows since 2022, responsible for planning and managing each show from pre-event logistics through execution and post-event follow-up, and securing $1.5M+ in sponsorship revenue across them.

04 — Outcome

7 seasonsconsecutive NYFW runway shows

3.7Ktotal press placements

24Btotal impressions

100+influencers and celebrities outfitted

Credits · Founder and Creative Director: Patricia Bonaldi

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