Roome x Velvet.Co Pop-Up
Time 2025
Location New York, NY
Role PR Manager
Event Management, Creator Engagement, Media Relations
ROOME, a curated multi-brand retail space in New York’s Lower East Side, team up with Velvet.Co successfully launched New York Fashion Week FW25 with an exclusive opening party on February 8th, followed by a month-long designer pop-up running through February 28th.
The opening event gathered industry leaders, designers, and creatives for an evening dedicated to fashion, collaboration, and innovation. Guests had the opportunity to preview collections from a carefully selected roster of emerging designers, reinforcing the shared commitment of Velvet.Co and ROOME to championing the next generation of fashion talent.
Community &
Industry Connection
Impact Metrics
19
emerging
brands involved
5
event sponsors brands
100+
influencers and
editors attended
2.514M UVM of Media Impression
Media Exposure
ESSENSE
" Kicking off FW festivities was Velvet.Co and ROOME’s downtown pop-up opening party, where sculpting ABOAB Studio jewelry that looks as if it grew straight from the earth were place against Danica Zheng’s DANZ, a visual feast of asymmetrical hems, pleats, and flowing drapes made from the warmth of lined wools."
Curated
Fashion Experience
Located in the Lower East Side, the month-long activation offered an immersive retail experience that blended fashion, innovation, and storytelling in a dynamic physical space.
The Velvet.Co x ROOME pop-up reimagined the retail environment as a collaborative space where fashion and community intersect. Positioned at the launch of NYFW FW25, the event offered more than just a showcase—it cultivated a platform for dialogue, discovery, and connection. By bringing together emerging designers and a diverse creative audience, the project nurtured a sense of shared purpose and forward momentum within the independent fashion scene. It became a space where ideas moved as freely as garments, and where community was woven into every detail.