You Need This (YNT)

New York Fashion Week Brand Activation for an Emerging Snack Brand

During New York Fashion Week, snack brand You Need This (YNT) partnered with Highlife Productions to introduce its growing product line through an immersive experiential activation designed to generate buzz, build brand awareness, and create authentic engagement with fashion industry tastemakers.

Rather than relying on traditional sampling, YNT wanted to create an experience that would naturally bring together influencers, editors, creators, and consumers in an environment where the brand could become part of the conversation.

Highlife Productions developed and produced a lifestyle-driven activation that blended hospitality, entertainment, and interactive experiences into one memorable Fashion Week event.

The Challenge

Launching a consumer brand during New York Fashion Week presents a unique opportunity—but also intense competition.

With hundreds of events taking place across the city, YNT needed an activation that would stand out while introducing guests to the brand in a way that felt fun, memorable, and highly shareable.

The objective was to move beyond product sampling and create an experience guests would actively participate in.

Our Solution

Highlife Productions transformed the event into an immersive brand experience where food, fashion, and entertainment came together.

Every guest touchpoint was designed to encourage interaction while reinforcing the playful personality of the YNT brand.

The activation featured:

• Venue sourcing and event management.

• Custom environmental branding and event design.

• Premium catering and curated cocktail program.

• Professional event staffing.

• Interactive custom tattoo station.

• Live fashion illustration experiences.

• Product sampling throughout the event.

• Guest engagement designed for social sharing.

• Complete production logistics and onsite management.

By combining interactive experiences with hospitality and thoughtful event design, Highlife created an atmosphere where guests could discover the brand naturally while enjoying an unforgettable Fashion Week experience.

Creating Consumer Engagement Through Experience

Today's emerging brands compete not only for attention but for meaningful connections with consumers.

Experiential marketing allows brands to build those relationships through participation rather than promotion.

For YNT, the activation transformed product discovery into a lifestyle experience where guests could interact with the brand through creativity, conversation, hospitality, and memorable moments that extended well beyond the event itself.

Results

The YNT Fashion Week activation successfully introduced the brand to influencers, editors, creators, and consumers during one of New York City's most influential cultural moments.

Through immersive event production, interactive programming, premium hospitality, and strategic experiential marketing, Highlife Productions created a launch that generated excitement while positioning YNT within the worlds of fashion, culture, and lifestyle.

The project demonstrates Highlife Productions' ability to help emerging consumer brands break through crowded markets by creating experiences that are authentic, engaging, and designed to leave a lasting impression.