On September 10, 2026, Iconic Magazines – Bouwerie became the setting for a one-night-only New York Fashion Week pop-up celebrating the collaboration between Saratoga® Spring Water and New York fashion label Public School New York.
Taking place immediately following Public School New York’s Spring 2027 runway show, the immersive activation transformed Iconic Magazines’ Bowery location into a Saratoga Signature Blue experience. The event brought the limited-edition Saratoga x Public School New York capsule directly to New Yorkers and NYFW attendees, combining fashion, design, culture, and the iconic New York newsstand experience.
Guests had the opportunity to experience and win pieces from the limited-edition collection, including the Saratoga x Public School New York leather bottle bag, Rivington T-shirt and tote. Attendees also received scratch-off cards with the chance to take home exclusive prizes, while Public School New York designers Dao-Yi Chow and Maxwell Osborne made special appearances throughout the evening.
The collaboration celebrated two distinctly New York brands coming together around fashion, design, and city culture. Proceeds from the limited-edition collection benefited New York City’s High School of Fashion Industries, supporting students pursuing careers in fashion, art, design, and business.
The Saratoga x Public School New York activation added another memorable chapter to Iconic Magazines’ growing history of New York Fashion Week events and brand experiences.
