Harlem’s Fashion Row

How Brandice Daniel Created Harlem’s Fashion Row and Secured $1M in Donations

February 4th, 2025

Founded By

Brandice Daniel

Founders

Profitable

Yes

Year Started

2007

Customer

B2B

Founded By
Brandice Daniel: Founders
1

Profitable
Yes: Year Started
2007

Customer
B2B

Who is Brandice Daniel?

Brandice Daniel, the founder of Harlem's Fashion Row, grew up in Memphis and initially pursued a career in pre-med before switching to fashion merchandising at the University of Tennessee at Chattanooga. She later moved to New York City to work in fashion production and became a prominent advocate for multicultural designers in the fashion industry, launching Harlem's Fashion Row in 2007.

Brandice Daniel, the founder of Harlem's Fashion Row

What problem does Harlem’s Fashion Row solve?

Harlem's Fashion Row addresses the lack of visibility for multicultural fashion designers by connecting them with major brands and retail opportunities, solving a critical gap in an industry that often overlooks diverse talent. By providing a platform for designers of color to showcase their work, receive mentorship, and participate in lucrative collaborations, Harlem's Fashion Row empowers its community and creates access where there was little before, making it a vital resource for both designers and consumers interested in supporting diverse fashion talent.

HFR Homepage

How did Brandice come up with the idea for Harlem’s Fashion Row?

In 2007, the idea for Harlem's Fashion Row emerged not from a carefully executed plan, but rather from an epiphany Brandice Daniel had while attending a fashion show in Brooklyn. Envisioning a similar event in Harlem that could showcase talented designers of color, Brandice was driven by a passion to bridge a glaring gap in the fashion industry that left such designers overlooked. Her mission was clear: bring the spotlight to multicultural designers and provide them with opportunities typically reserved for major fashion events.

Brandice's inspiration grew with her discovery of the stark disparity in representation within mainstream fashion. After realizing that less than 1% of designers featured by department stores were Black, despite the significant consumer spending power of Black communities, Brandice's vision sharpened. She understood that there was a deep-rooted issue of representation and equity that she needed to address head-on. The idea of Harlem's Fashion Row solidified, not just as a fashion showcase, but as a movement for inclusivity.

Although the concept was met with initial resistance from potential participants who were protective of their brands, Brandice's unwavering perseverance and genuine approach gradually won them over. By focusing on building relationships and consistently showing up, she gained the trust needed to launch the first event. Her learning journey through trial and error, combined with the support of friends and family, taught her invaluable lessons about resilience, the importance of a compelling mission, and the power of community in overcoming challenges.

How did Brandice Daniel build the initial version of Harlem’s Fashion Row?

Brandice Henderson-Daniel built Harlem's Fashion Row (HFR) through a series of smart and strategic decisions from its initial stages. The process began with Brandice personally reaching out to designers and securing participation through relationship-building efforts. The first prototype of HFR was essentially a well-curated fashion event that brought together Black designers, aiming to give them the exposure similar to that enjoyed at New York Fashion Week, albeit set in Harlem. A key component of building HFR was Brandice's focus on detailed planning and innovative presentation strategies—she famously sent out personalized, beautifully designed letters to pique interest and convey the luxury and professionalism of the brand.

The entire process from envisioning to executing the first event in 2007 was both challenging and resource-intensive. Brandice overcame financial constraints by leveraging personal savings, selling tickets, and gathering support from family and friends. The initial development of HFR also involved a lot of tenacity and persuasion, especially when convincing boutique owners and designers to participate in the fashion shows. The build phase was arduous; everything possible went wrong—from backstage electrical issues to literally painting the runway on the day of the event—but Brandice’s resolve and community support ensured success.

What was the growth strategy for Harlem’s Fashion Row and how did they scale?

Brand Partnerships

Harlem’s Fashion Row has seen significant growth through Brandice Daniel’s expertise in forming strategic partnerships with major brands. By aligning with leading companies like Nike, LVMH, and Gap, HFR has not only gained credibility but also expanded its reach. These partnerships often involve product collaborations that highlight the work of designers of color, introducing them to wider audiences and retail opportunities.

Why it worked: Collaborations with globally recognized brands provided HFR with validation and exposure. These partnerships are mutually beneficial; while HFR gains visibility and resources, the partnering brands can authentically engage with diverse communities and showcase their commitment to inclusivity.

Events and Experiential Marketing

HFR excels in creating impactful events that cater to multicultural designers. Their flagship September Style Awards and Fashion Show during New York Fashion Week, and other curated events have positioned HFR as a premier platform. These events not only provide a stage for designers to showcase their work but also attract media coverage and industry attention.

Why it worked: Events generate buzz and foster networking among designers, buyers, and influencers. By blending fashion shows with unique cultural experiences, HFR creates memorable events that stand out in a crowded industry, enhancing the brand’s influence and attracting potential partners.

Community Engagement

Brandice has fostered a strong community around HFR by providing mentorship and resources through programs like ICON 360. This non-profit initiative supports designers of color by offering financial grants and scholarships, reinforcing HFR’s mission to create sustainable opportunities.

Why it worked: Building a community ensures loyalty and advocacy from those within the network. This community-centric approach amplifies HFR’s mission and generates word-of-mouth marketing, as participants and beneficiaries share their positive experiences with a broader audience.

Content Creation and Storytelling

Brandice emphasizes the importance of storytelling in HFR’s marketing strategy. By sharing the narratives of underrepresented designers, HFR effectively communicates its mission and resonates with its audience. This approach is evident in their content, which spans social media, podcasts, and blogs.

Why it worked: Compelling stories create an emotional connection, making the brand more relatable and memorable. This authentic communication fosters trust and engagement, driving interest from both consumers and potential partners.

What's the pricing strategy for Harlem’s Fashion Row?

Harlem’s Fashion Row employs a sponsorship-driven model, securing partnerships with major brands such as Nike, Target, and Gap instead of charging designers or attendees directly, enhancing Black and Brown designers' visibility without financial barriers.

What were the biggest lessons learned from building Harlem’s Fashion Row?

Prioritize Authenticity and Relationships: Harlem's Fashion Row thrived by building genuine relationships with designers and brands, emphasizing authenticity in their collaborations. Maintaining authentic connections opened doors to long-term partnerships.
Be Resourceful and Persistent: Brandice Daniel faced initial rejections from designers but succeeded through resourcefulness and determination. Continually seeking relationships, she adapted approaches until her vision was accepted.
Diversify Revenue Streams: Initially relying on event sponsorships, Daniel learned the importance of diversifying income. Expanding into merchandise, collaborations, and educational programs helped stabilize and grow the business.
Adapt and Pivot Strategically: The creation of Icon360 during the pandemic highlighted the importance of adapting to immediate needs. Responding to industry shifts by launching new initiatives ensured relevance and impact.
Embrace Purpose and Resilience: Building a mission-driven business empowered Harlem's Fashion Row to navigate adversity. A strong mission not only sustained the founder's drive but attracted collaborators and opportunities aligned with their vision.

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