AWGE Fall 26 Runway

AWGE partnered with MATTE Projects to produce its Fall/Winter 2026 runway show at Hall des Lumières during New York Fashion Week. Engaged just nine days ahead of showtime, the brief called for a format that felt both culturally resonant and forward-lookin, rooted in the energy of early New York Fashion Week while pushing beyond the conventions of a traditional runway.

In close collaboration with A$AP Rocky and the AWGE team, MATTE developed a show that collapsed the divide between process and presentation by bringing backstage front of house. Hair, makeup, and fittings were staged within a theatrical set embedded in the show environment, transforming the rituals of preparation into live performance. At the same time, a parallel system of live cameras captured the real back of house, introducing a second layer of perspective that blurred what was staged and what was real.

Bringing this to life within nine days required a fully integrated approach across creative, production, scenic, choreography, and technical direction. Concept development, spatial design, live camera integration, and performance blocking were executed in parallel

The show delivered a format that felt both nostalgic and current, channeling the rawness of early New York Fashion Week while introducing a layered, multi-perspective viewing experience. By making process visible and choreographing the mechanics of fashion in real time, AWGE presented a collection that extended beyond garments into a broader cultural statement.