Teased earlier this week, the partnership will include some of SM's stars on the upcoming runway, which will feature womenswear and unisex, as well as the brand's inaugural menswear range. The show will open with NCT member JENO, marking the first time a K-pop star kicks off an NYFW presentation.
"It was a natural choice to have JENO open the show. JENO embodies the Peter Do man -- multifaceted, confident, and a trailblazer," Do shared in a press release. "I have so much respect for these artists because there is so much time put into their craft that people simply don’t see. Few realize the intensity of what is happening behind the scenes to achieve the end product; it’s very similar to fashion so I identify with that process very much. As a brand forging its own path in the industry, we are proud to partner with the leading global player in K-pop to help write the future of fashion."
In addition to special appearances from names like Red Velvet's Seulgi and SMROOKIES Shohei and Eunseok, the collaboration includes show invitations arriving in the form of a cookie tin. Each tin contains an SM-branded disposable camera, as well as a recipe from Do's late father and cookies stamped with "PD" and "SM." Do explained, "This memory box, filled with all these objects that are of a personal emotional significance to me, is a nod to SM’s presence in different stages of my life. There’s the nostalgia of listening to Girls’ Generation songs on the bus on my way to school. When we started the brand, we were listening to Red Velvet on repeat while building studio furniture."
Peter Do's SS23 presentation will take place on September 13.