The Tamesis
For example, Abercrombie hosted a lecture rather than a fashion show. “We were inspired by the Tunnel Walk, which has become a new track; athletes are now as impactful off the field as they are on it,” Krueger said. exist Q Thom Browne chose a more traditional runway format to showcase his Spring/Summer 2026 collection, and surprisingly launched a collaboration with Asics for the first time.
“The A&F show is a well-curated presentation with just the right tone. It doesn’t take itself too seriously but heavily incorporates NFL players and their partners into the runway casting and keeps everything super small and intimate,” Miller said. “This was less of a typical full-on fashion show and more about demonstrating A&F’s new positioning at the heart of the NFL’s marketing engine, and I think it worked.”
The only downside to a brand showing up before Sunday’s game is that despite a lot of buzz over the weekend, the ratings couldn’t compete with the bowl game itself. Additionally, Hill warned, the week leading up to the Super Bowl is already packed with events. “If brands want to stand out, they need to stage a fashion show before game day to match the energy,” she said. this Q Bowl models embody that spirit: It’s not just a show – there’s a red carpet beforehand and a party afterwards.
Smart brands will pay attention to these trending events, such as Q Bowl, Miller said: It gives brands a platform to engage without having to plan an entire campaign from scratch themselves. Instead, they can leverage existing, fashion-friendly infrastructure.
This weekend in San Francisco, interest in fashion is strong in and around Super Bowl weekend, Miller said. “This is the most fashion-infused Super Bowl to date, and speaking to people who were there, we hope there will be more involvement from the fashion community in the coming years.”
Smith expects next year’s LA Fashion Week to be even bigger, given fashion’s deep roots in the city and the number of brands built in Los Angeles. “A lot of brands will be watching this year to see how successfully the brands here activate and how they can become even bigger next year.”
More from this author:
Ralph Lauren sales soar 10%, raises forecasts
Is fashion becoming political again?
Capri beats sales expectations in post-Versace era
