For three days only, independent designers are taking over the Upper East Side in a direct-to-consumer pop-up that challenges traditional retail with a focus on creativity and community.
This weekend, New York’s Upper East Side will host a fashion event that feels more like a movement than a pop-up. From May 18 through 20, The Collective, a designer-led initiative, will transform the Hindman Gallery into a retail space where 14 American brands sell directly to customers, bypassing the usual middlemen.
The project is the brainchild of designer Jonathan Cohen and his business partner Sarah Leff, who saw an opportunity to shift the power dynamic in an industry facing rising tariffs, shrinking wholesale orders, and an increasingly uncertain retail landscape. “We didn’t want to wait for a solution, we wanted to create one,” they said.
The lineup includes names like Christopher John Rogers, Rosie Assoulin, Ronny Kobo, Batsheva, Studio 189, Theophilio, and Gigi Burris. Each designer will be on-site, selling ready-to-wear, accessories, and archival pieces. All proceeds go directly to the designers, with no retailer cuts or fees.
14 Designers Bring ‘The Collective’ to NYC Gallery Pop-Up | Source: Jonathan Cohen
“This is about taking control of our work and turning an industry challenge into an opportunity to grow together,” Cohen explained. The event kicks off with a cocktail reception on May 18, offering attendees a chance to engage with designers and explore pieces that emphasize craftsmanship and creativity.
The Hindman Gallery donated the space, with production support from Christina Neault and PR services provided by the Hinton Group. The initiative reflects a growing trend among independent designers to find innovative ways to connect directly with consumers and build community.
For those in New York, The Collective offers a unique opportunity to experience fashion in a more personal and direct way.
