New York Fashion Week puts American heritage brands in the spotlight

The upcoming edition of New York Fashion Week will open with runway presentations from Ralph Lauren and Coach, two American heritage houses that have seen recent sales momentum. The event kicks off on Wednesday, one day before the official calendar begins.

Over the past few months, both brands have attracted younger consumers in Asia and North America with refreshed takes on classic styles. Ralph Lauren's revamped cable-knit sweaters and polo shirts, along with Coach's Tabby handbags, have helped drive growth.

Tommy Hilfiger is also returning to the New York runway after a hiatus, adding to the Americana-heavy schedule. The brand recently launched a collaboration with NFL star Travis Kelce, generating added buzz among younger audiences.

Tori López, fashion market editor at W Magazine, said Tommy Hilfiger's comeback feels like a natural fit alongside other American heritage brands that remain active. "Tommy being back is a great addition into the American heritage brands that are here and that are still alive," she said. "It's kind of a nice fit back into that family."

While the show calendar highlights this group of legacy names, demand for premium U.S. apparel has been uneven, even as luxury spending weakens globally. The resilience of these brands will be a key storyline as industry watchers monitor the week's presentations.