Gowns, Girls & Group Chat Energy: SS26’s NYBFW Creator Event
Written By Yaara Better Pocker
May 4th, 2025
SS26 isn’t just a collection. It’s a feeling. A flirtation. A contradiction you can slip into and wear like a secret. For this season — Kiss & Tell / Don’t Tell — we wanted the experience to reflect the mood: raw, romantic, mysterious and just a little unruly.
So, we opened up our SoHo flagship to a mix of creators, friends, and muses for a day of unfiltered girlhood. Not polished, not perfect — just honest. Think soft glam and smudged liner, floor-length tulle and undone zippers, content being shot in mirrors, girls trying on gowns like they were trying on versions of themselves.
There were no programs or runways. Just rooms filled with racks, champagne, music, movement — and dresses waiting to be discovered. Some were floated in sheer silk, others strutted in sculptural corsets with plunging backs and dramatic slits. It wasn’t about following a vibe — it was about creating your own.
Fittings were chaotic in the best way. Laughter spilled from fitting rooms. Heels were optional. Some looks were captured on film. Others stayed private, meant only for the mirror and the moment. That was the point. The power wasn’t in showing off — it was in choosing what to share, and what to keep for yourself. Whether structured and snatched, or flowy and soft - the power comes from within.
The glam, meanwhile, was soft, sexy, and just a little undone — thanks to the incredibly talented artists from Makeup Therapy, who created flushed cheeks, glossy lips, and barely-there shimmer that caught the light just right. The kind of makeup you wear dancing in the dark or whispering secrets in the backseat.
And to keep the glow going, Tarte came through with goodie bags full of glam essentials — a little sparkle to take home and relive the energy long after the party ended.
Of course, the content was rolling. The Bridal Besties were on-site capturing BTS moments with their signature energy — filming in-between glances, mirror twirls, group chat laughter, and the occasional “wait, do we cry in this dress or scream?” chaos. The vibe was joyful. Wild. Familiar.
Throughout the day, there were girls in the mirror, girls on the floor, girls barefoot in gowns and completely in their element. Some cried. Some screamed over fits. Some stayed in one dress for hours. It wasn’t quiet. It wasn’t contained. It was real.
Because SS26 isn’t about dressing for someone else. It’s about expressing yourself — sometimes boldly, sometimes quietly, always authentically. Whether you kiss, tell, or don’t… the story is yours to write.
And on that day, in that space, they told it — every way they knew how.