New Drop New York Review

Most brands use a countdown or "teaser" campaign on social media to build hype before the release day.

Events like THIS IS NYC: The Link Up or Friends In Fashion are where designers and influencers often debut new "capsule" collections. The Ultimate "Drop": Times Square New Drop New York

Events like El Souq at Industry City function as massive drop-style marketplaces for independent SWANA and South Asian brands. Most brands use a countdown or "teaser" campaign