Supermodels Sean O'Pry and Helena Christensen Ignite Coofandy and Ekouaer’s Stellar NYFW Debut

Coofandy and Ekouaer, the menswear and women’s sleepwear brands, made a significant impact at their New York Fashion Week debut with the help of supermodels Helena Christensen and Sean O’Pry.

O’Pry opened for Coofandy and Christensen for Ekouaer, marking the models’ major returns to the runway and only walks this NYFW season. The presence of these iconic models, along with the carefully curated styling of Charlie Ward and Matthew Mazur, firmly positioned the brands as premium yet accessible.

The brands’ NYFW debut was thoughtfully orchestrated, highlighting their fashion narratives while amplifying their market presence. The strategic choices in garment selection, model lineup and stylist partnerships blended traditional runway expectations with innovative fashion marketing.

Asked what he thought of his looks, O’Pry said, “I love it! What man doesn’t love a white tuxedo? It’s that James Bond moment.”

 As e-commerce leaders in their respective categories, Ekouaer is poised to exceed $250 million in revenue this year, while Coofandy is projected to surpass the $300 million mark. Their fashion week entrance signals the beginning of an exciting phase of growth. “Spotlighting the collections at NYFW jumpstarts our branding efforts and heralds a new chapter for both brands,” said Oliver Chen, founder of Coofandy and Ekouaer.

The decision to have models such as Christensen and O’Pry open the shows brought undeniable star power, blending high-fashion fantasy with a grounded appeal that resonates beyond the catwalk. Meanwhile, the involvement of star models such as Rafael Miller, Joao Knorr and Mingus Reedus (Christensen’s son) offered another perspective, showcasing the brands’ alignment with both traditional and modern fashion sensibilities. Miller offers, “what I love about Coofandy is the versatility it offers. From sharp tailoring to more relaxed looks, each piece makes you feel prepared for anything, and that’s the kind of confidence I look for in a brand.”

Inspiration for the Ekouaer collection aimed to encapsulate the essence of the Ekouaer woman—effortlessly blending comfort with chic sophistication. Drawing inspiration from style icons such as the Olsens and Carolyn Bessette-Kennedy, the collection pays homage to the off-duty city girl spending her summer in the Riviera. The collection artfully combines playful, quirky elements like flip-flops and wide-leg jeans with the luxurious textures of silk and satin, showcasing a style that is both understated and deeply personal.

Mazur said Christensen was a dream to work with. “Her look was elevated with some bold accessories such as a lace catsuit she chose. [This]was a standout of the runway as only one was produced for her. For the collection, I chose to see what sleepwear and loungewear could look like if we got dressed to go to bed as if we did when we wake up — matching accessories to colors, prints, etc.”  

Christensen added that for her, “walking the runway in my silk PJ set layered over a lace bodysuit was such a fun mix of comfort and edge. It was all about taking something cozy and giving it a bold twist. The Ekouaer team was amazing and seeing them debut at New York Fashion Week was so special.”

Inspiration for the Coofandy collection focused on a jet-setting cosmopolitan sophisticate: hair is sleek, and there’s nonchalance and effortlessness in the details — but it’s intentional. He’s in Milan for business and flying to Portofino after, so he packed for both and there’s Italian leanings in this particular wardrobe.

O’Pry, in particular, perfectly embodied Coofandy’s classic elegance. ‘Sean is always such a joy to dress because he understands what the clothes are trying to say and convey. It really was an obvious choice to have him in the classic white tuxedo jacket to close the show,’ said Ward.

“My overall goal was to show the wide range of Coofandy’s offerings,” Ward adds. “We wanted to highlight the classic tailoring and suiting while also showing some of the more causal or beach ready looks as well. From start to finish, the goal was to demonstrate the versatility of styles and the ease of wearability of pieces that could slot into any wardrobe while elevating it at the same time.”

Looking forward, the two brands are exploring avenues beyond conventional e-commerce, including direct-to-consumer sales and brick-and-mortar establishments, embodying a strategic diversification that promises to redefine their market trajectory.

Original source of the WWD article: https://wwd.com/business-news/business-features/sean-opry-helena-christensen-coofandy-ekouaers-nyfw-1236612257/

Images and article content are co-created and co-owned by COOFANDY and CFC.