The Ethereal Show

A NEW YORK FASHION WEEK PRODUCTION

The Ethereal Show is a New York Fashion Week runway presentation that transcends the traditional runway format. The show is an immersive sensory experience where light, sound, technology, and movement merge. Every room and moment is designed to tell a story that extends past just the garments themselves.

Sept. 2025

As a member of The Ethereal Show’s Media Team, I led social media efforts, ensuring every sponsor, designer, and detail was thoughtfully highlighted. I arrived at the venue hours before the event to document the atmosphere and behind the scenes preparations while giving special focus to sponsor brands. I highlighted their products in both natural and styled settings, integrating them into the broader event narrative and creating content that felt authentic yet elevated.

Backstage, I focused on capturing the artistry and energy of the show as it unfolded. I documented models in hair and makeup, garment try-ons, and the overall rhythm of the production team at work. I made our beauty brand sponsors a focal point in my content, such as Astrobabe’s easy paste-on eyeshadow, weaving them into the backstage narrative while editing and posting in real time to Ethereal’s Instagram stories.

As guests began to arrive, I turned my attention to the brand activation areas, where sponsors such as EMRA New York created interactive experiences for guests. I captured these activations throughout the evening and tagged each sponsor, helping increase visibility and encouraging reposts that expanded Ethereal’s online reach.

Once the runway opened, I was positioned front and center to document every designer’s collection. I aimed to produce content that was both polished and immersive, highlighting the artistry of each garment while continuing to integrate sponsor visibility. By the end of the night, Ethereal’s social channels reflected a cohesive story of the event, moving from anticipation backstage to sponsor activations and ultimately to the beauty of the runway.

Watch the full Instagram story: