Last September, I hit a milestone by showing my collection, Avery Swimwear at New York Fashion Week. Since launching two years ago, this had always been the goal. As one of the selected designers presenting with Runway 7 Fashion, this would mark the biggest show I’ve done to date. I was finally ready to show the Big City what my Avery was made of. What better way than in the fashion capital of the world?

Set to take place at Sony Hall in Times Square, I had exactly five days to pull off the biggest show of my life. From finding the perfect models to walk down the runway in my collection to making sure they showed up on the day of the show – it was hectic to say the least. Not to mention, I decided to do all of this solo. Read on for an exclusive look into what goes on behind-the-scenes at New York Fashion Week including the good, the bad and the ugly in the making of my show!

Taking on New York Fashion Week

Coming into New York City, I knew the days ahead would be jam-packed with model castings, fitting sessions and ensuring everything was perfect for the big day. Similar to planning a wedding but for fashion and at a much faster pace. The first two days were jam-packed with model castings and a fitting with the models. Then it would be showtime in another two days after that. Essentially, there was no time to think – just do.

There were so many times when I wished I had a team with me. However, my assistants/best friends weren’t coming in until the day before the show, which left me fending for myself. A part of me was confident I could pull it off and then there was a huge part of me that didn’t know what I was getting myself into. It was New York Fashion Week after all – this was the big leagues. In the end, I accepted it was ultimately up to me, myself and I to take on New York Fashion Week.

Model Castings

Runway 7 Fashion organized two model castings for the designers to attend during the week of the shows. I was in attendance on both days looking for the perfect models to represent Avery’s brand while sitting through long 8-hour days sorting through hundreds of talent. The lineup of models went on for blocks in New York’s Fashion District, making the options to find the perfect gals endless.

Maybe I was too picky but I’d only managed to scout seven out of ten models by the end of it. The rest, I scrambled to find during the fitting session that followed. This included a lot of cold-approaching to any model who fit the look of Avery. However, my efforts paid off as most of them agreed to walk for me. Wrapping up that fitting session, I had thankfully secured the final ten models who would be rocking my brand at Sony Hall.

Watch: AVERY SWIM X R7F | NYFW SEPT 2023

Fitting Sessions

The fitting with Runway 7 Fashion can only be described as pure chaos, which I’ve learned should be written in subtext when signing on to do any show at New York Fashion Week. We were given one makeshift room where dozens of designers, models and photographers were all crammed into one small space trying to make it work. The racks were fully packed with clothing bags that finding space for your own collection became a limited luxury.

To say I was a little stressed would be an understatement. I spent most of my time trying to maneuver my way into finding space for my garments, while helplessly trying to figure out which look I wanted each model to wear as they stood patiently and waited. All of this reminded me of an episode of Project Runway. Any adjustments in sizing would have to be made within one day’s time. However, in the end, as Tim Gunn would phrase it: I made it work.

Related: How I Started My Own Swimwear Line

Last Minute Chaos

It wouldn’t be New York Fashion Week without some unexpected last-minute hiccups, now would it? To much of my dismay, I woke up on the day of my show to find that one of my models couldn’t make it and another unresponsive to my messages. My show was scheduled in less than eight hours and I was two models short. Of course, this sent me into a deep panic that I feverishly looked for replacements wherever I could.

I have to credit my own models for saving the day. Thankfully, they recommended some last minute additions to the show who were more than happy to fill the spot. When doing New York Fashion Week, you never know what to expect and this was one of those times. Luckily, I had an evening showtime, which allowed for the last-minute models to make it just in time for hair and makeup. Within a few hours of meeting them, they were sent down the runway for Avery’s first show.

Backstage at New York Fashion Week

The best part of New York Fashion Week had to be backstage at Runway 7 Fashion. After getting their hair and makeup done by the amazing team of professional artists, my models were then sent over to the venue. At Sony Hall, the backstage area is very narrow and dimly lit so getting the models dressed was such a challenge. However, by this time, I had my personal assistant with me, which made things a little easier.

Each designer was given our own clothing rack to organize our garments. There were also steamers provided nearby, which was super convenient. After managing to get all ten models dressed in their suits and heels, I fit them individually to ensure everything was set in place. This included adjusting any loose straps and checking that all appropriate accessories were being worn. After that, it was showtime, baby.

The energy exhibited at New York Fashion Week was unparalleled to anything I’d experienced before. Dressed in skin-baring Avery suits, it was obvious the models were feeling confident, in their element but most of all, feeling themselves. If I could encapsulate that moment forever, I would. The adrenaline running through us as we patiently waited for our curtain call; the girls hyping themselves up to nail their walks; and the amount of photographers backstage to capture it all. Fashion Week was a whole new ball game.

I was feeling all sorts of anxiety-ridden mixed with pure joy and excitement. This had been the moment I’d been working towards and now, it was here. Runway 7 Fashion had given all the designers the control in designing their own set. From the backdrop to the lighting and the usage of our own music, the show was essentially all our own. We chose our own models, accessories and everything in between. This was the most personal I’d gotten in showcasing my brand and I’ll forever remember how proud it made me feel.

The Runway Show

Taking place at Sony Hall, a live music venue with surround sound in a lower-level historical building, Avery’s first collection took centre stage. After spending months fine-tuning the production of this show, it was truly amazing to see everything unfold. From deciding on the perfect backdrop to mixing my own songs to set the mood, the show went off without a hitch. It could only be described as a full circle moment for Avery, being a collection that was heavily inspired by the concrete jungle itself.

Attended by an array of fashion industry figures – from stylists to bloggers, influencers and buyers – it was a full-house for Runway 7 Fashion. Not to mention, the hundreds of fashion photographers stationed at the end of the runway to capture all the collections. By far, it was the wildest media pit I’d seen to date. Once the lights dimmed and our intro song came on (Taylor’s ‘Wildest Dreams’), our girls went out and showed New York City what Avery was made of.

Being lucky number one in the showtime’s lineup, Avery did the honours of setting the bar for the collections to come. Situated in the resort/swimwear category, our lineup comprised of all women’s swimwear donning two-piece suits and one one-piece. Naturally, I made sure to send out the best ten looks from Avery’s collections plus a couple of new ones. The pieces have been called bold, feminine and edgy with its usage of vegan leather and contrasting colours all the while being eco-friendly in its materials.

Avery Swimwear has always been about showcasing your feminine side with an unapologetic fierceness. My lineup of amazing models for New York Fashion Week did just that and more. Dressed in a pastel colour palette mixed with vegan leather detailing that’s both soft yet sexy, they encapsulated the collection just by being their badass selves. They understood the assignment and it showed.

Styled with an assortment of minimalist earrings, rings and bangles, the jewelry added just enough glam without taking away from the suits. To finish off the looks, the models wore a range of crystal-encrusted footwear. From wraparound stiletto heels to silver booties, the shoes gave them that extra edge that Avery’s known for. As for the finale – with Avery’s beloved full vegan leather bikini – she was styled with long silver stiletto boots as she walked out to Taylor Swift’s ‘Style’. The crowd absolutely went wild.

Related: Avery Swimwear at the National Women’s Show

Avery on the Red Carpet

The red carpet at Runway 7 was something else. With the adrenaline still running through us, we were ecstatic to celebrate an amazing show with some red carpet madness to follow. This included an exclusive interview with fashion reporter, Julie Werner Xander from @lifestylejules. In the segment, we introduced the looks from the collection as well as what inspired the pieces. It was nerve-wracking being in front of the camera but Julie warmed us all up by having us do a pre-interview dance.

For someone who’s had a major fear of public speaking, this was completely out of my comfort zone. However, I surprisingly felt very much at ease speaking on what led up to this moment after years of hard work. It only felt natural at that point. Then we spent some time getting our photo-ops with the iconic NYFW backdrop to commemorate our success. The night included so many cameras flashing and people coming up to congratulate you that it could only be summed up as a night of beautiful chaos.

Thank You NYFW

Cheers to the amazing models who brought Avery to life. There would undoubtedly be no show without them. Individually, they brought their own spunk to the show and collectively, they encapsulated Avery’s brand perfectly. That is, to be your own beautiful and show the world what you’re made of. With their pastel-coloured suits and crystal-encrusted stiletto heels, they took over New York Fashion Week with a sparkle in their eyes.

A big thank you to the hair and makeup team at Runway 7 Fashion for their hard work in transforming the ladies. For the show, I went with varying shades of pink smokey eye finished with lots of shimmer, blushed lips and highlighted cheeks. It was an ode to old school glamour with a modern-day feminine twist. As for the hair, most of the models wore loose beachy waves for that effortless glam look. The ladies were all glowing from head to toe as a result.

New York Fashion Week was a week-long journey and with it, came many new faces. Though I journeyed to New York City alone, that was definitely not the case by the end of it. Along with making many new friends, I always felt supported and confident that I had a team to reach out to if anything were to go south. From the model castings to the fittings and the show with Runway 7 Fashion, I made so many invaluable connections along the way.

Contrary to what you may have heard and I’m speaking from experience now, everyone you meet in the industry is so kind and welcoming. I was never made to feel like an outsider though I had no team with me. From doing New York Fashion Week, I’ll always cherish the industry friends – from the photographers, models, fellow designers and show coordinators – I made throughout this crazy week. They’re the ones who made this experience worth it and I cannot wait to do it all over again.

Introducing Avery’s Angels

Step aside Victoria’s Secret, there are new angels in town. Introducing Avery’s Angels, born out of my love for New York City and now officially making its mark in the Big Apple itself. The collection speaks to how we are as women – soft yet bold, strong yet feminine but always, fearless. That is what New York City has always meant to me. It’s a city that represents strength and beauty in its imperfections. The Avery woman embodies that wholly and with the utmost elegance. Say hello to Avery’s Angels 2023.

What an amazing experience New York Fashion Week turned out to be. I started the week all on my own, without any models booked and no assistants on hand. The only thing I had with me was a suitcase and my collection in it. Everything was on a time crunch – even worse when it’s on New York time. However, with my perfectionist-self, I sought out to make this the best swimwear collection New York City had ever seen.

Avery’s show was a success. Though there were many expected hiccups along the way, the show went on and I survived the madness that is NYFW. Everything luckily came together for this make-it-or-break-it moment. That in itself warrants a well-deserved pat on the back along with a tall glass of bubbly. Cheers to the city where anything can happen and may there be many more shows for Avery to come.

Check out: Behind-the-scenes at New York Fashion Week

Follow Avery: @averyswimwear

If you enjoyed this post and would like to see more of my travels, please subscribe to my mailing list and follow me on Instagram @michellesinstyle!

Avery Presents at NYFW/Backstage Photo Gallery