“If you are a brand up for the LVMH prize and you have a riot outside of your show, that’s a good thing,” per GQ writer Samuel Hine. Even for those who’ve made it on the vaunted list, attending a “Gia party” is to sign up for spectacle, as fashion writer Emilia Petrarca tells me: “A million people show up, and you have no idea what time it’s going to start, but you wait.” The frenzy’s not not a publicity tactic in itself. Over the week, they’ll shape-shift between traditional press managers, party hosts, and when the door calls for it, something akin to a black-op extraction team. This month, Kuan and her eight-person team will oversee nine NYFW events total, including five runway shows. The triumph of Telfar, and the fashion darling turned ubiquitous It bag brand’s iconic parties the now-consistently mobbed Luar runway shows (which, in 2022, overwhelmed even The Shed’s capacity) the big Ambush x Nike x Spotify show that was a bouncer’s nightmare last spring the Doja Cat concert with Heaven by Marc Jacobs that was pure Bushwickian chaos last fall? Kuan worked them all. Call it wishful thinking, or maybe just pregame prayer: For the 36-year-old publicist, Fashion Week in New York endures as the industry Super Bowl, where her stable of homegrown, cool-kid clients can steal the show. “I actually don’t feel like this season will be as crazy,” Kuan says, her voice barely audible over the whirring AC as she taps the knuckle-length, NewJeans–themed sheaths of her nail extensions. In a few weeks, the rows and columns on Kuan’s screen will transfigure into crucial infrastructure for that high-stakes time of the year known as New York Fashion Week. There’s dim sum on the way and a truffle dog napping in the corner the early August languor betrays little of the tempest soon to descend upon New York-and thus, the professional gatekeepers of her PR shop, Gia Kuan Consulting. On a gleaming morning on Hester Street, where Manhattan Chinatown’s workaday salons and metal shops edge up to Dimes-y designer-ville, Gia Kuan is double-checking spreadsheets.
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