CHEYMA #NYFW Debut

Last February, were in NYC for our New York City Fashion week debut. It was a crazy hectic exciting week and we want to share it all with you.  

New York City isn’t a strange city for Cheyma, she used to live there and be back to this magical city was great. How is it possible that cobblestones and fire-stairs can have such an influence on you? Everything is inspiring in New York : the air, the buildings, the blue sky, the dry cold, the people. This experience felt already fantastic.

However, don’t be dupe. Opportunities are usually disguised as hard work and the fashion week is always an intense moment. Especially when you come all the way from far away with all your luggage and (wrinkled by so many travel hours) clothes. As soon as we step foot in the villages, no time to waste, we welcomed our models in a cosy apartment of the Upper West Side close by Central Park to have our fitting session - a fun moment to share with very kind, talented and beautiful girls. Each model got a full outfit to wear during the show, accordingly to her measurements and personality.

Photography by Alexander Kreher

Photography by Alexander Kreher

Cheyma wanted the girls to look fierce, bold yet sweet on the catwalk. To ensure their sense of confidence and smooth runway looks, each of them could chose what she wanted to proudly wear. With her candid air of modern Tinkerbell, Therese got to wear our finale dress for example. Viewing our collection entirely worn by real women (and not Stockmans anymore) brought some of us to tears - we’re so sensitive at CHEYMA.

Photography by Alexander Kreher

Photography by Alexander Kreher

Our official fashion presentation took place on Fashion Avenue (7th Ave), close by Madison Square Garden. After going all the way to the top of our building venue, we went backstage to unpack all our delicate clothes, which have been travelling all the way from Paris.

They were all set in order accordingly to our show order passage board, and then matched with their accessories. We had exquisite antique jewellery, vintage and handmade decades and some centuries ago, all from North Africa.

Photography by Alexander Kreher

Photography by Alexander Kreher

Keeping in mind at all time that the theme was Whimsy Canyon, the shoes and make up were also matched accordingly. The whole team was focused and deep in thought, very efficient and incredibly kind. What a joy, what a blessing to work with amazingly nice and professional people.

The models got dressed with their assigned outfits, after having their tribal make up done.

Heels clicking, chuckles reasoning, heartbeats exploding. And then silence. Silence before the music notes begin of our first theme song. Aaaaand…..GO!