New York–Is it still fashionable to be fashionably late?
Luxury Swiss watch brand Hublot is the official timekeeper at Mercedes-Benz Fashion Week, which kicks off today. Five clocks will mark time for fashion cities around the globe (New York, London, Milan/Paris, Toyko and Geneva).
To poke fun at desigers’ propensity to start each show off late, a digital Hublot clock will track how close each designer’s show opening is to its stated start time. A daily feature titled “How Late is Fashionably Late” will accompany each time disparity.
Hublot will also be part of Fashion Week’s Accessories Exhibition.