NYFW isn't the likeliest place for an automotive activation, but editorial giant Hearst challenged expectations with a free, one-day pop-up

New York Fashion Week—a time for immaculate street style, perfectly curated guest lists and, thanks to editorial giant Hearst, hundreds of car-focused magazines.

In celebration of fashion's holy week, Hearst's Autos division popped up with a one-day newsstand in Manhattan's Duarte Square, hoping to capture passing fashionistas as they rushed from one show to another. Passersby lured in by the bright yellow facade were greeted with free automotive magazines, plus Hearst Autos swag, snacks and a few fashion glossies for more discerning guests.

Dressed in yellow jumpsuits, employees actively invited everyone that walked past, offering up packs of tissues, ponchos and lip balm on top of titles like Road & Track and Car and Driver. Open for just one day, the pop-up was a cheeky ploy for attention by a facet of Hearst that seems miles away from the fashion crowd.

The approach is certainly against the grain, but it makes sense for an audience already familiar with cultural juggernauts like Town & Country and Harper's Bazaar. As audiences become more and more interested in luxury, they're craving both the best fashion and vehicles. And even if the approach didn't send any influencers racing to read Hearst Autos, plenty of others walked away with a new copy and a pair of flip-flops.

Hearst Autos

New York Fashion Week—a time for immaculate street style, perfectly curated guest lists and, thanks to editorial giant Hearst, hundreds of car-focused magazines.

In celebration of fashion's holy week, Hearst's Autos division popped up with a one-day newsstand in Manhattan's Duarte Square, hoping to capture passing fashionistas as they rushed from one show to another. Passersby lured in by the bright yellow facade were greeted with free automotive magazines, plus Hearst Autos swag, snacks and a few fashion glossies for more discerning guests.