On a late-summer evening in Manhattan, the bright lights of Herald Square illuminated a runway unlike any other on the New York Fashion Week calendar. The models were young, the audience was star-studded, and the energy spilled well beyond the invitation-only crowd as passersby gathered along Broadway to cheer on the evening’s pint-sized stars.
Welcome to “Runway on Broadway: Where NYC Goes Back to School,” a fashion spectacle presented by Macy’s and Rookie Kids in partnership with Haddad Brands and the Second Round Foundation.
Hosted by New York Knicks captain Jalen Brunson, the event transformed the Broadway side of Macy’s iconic Herald Square flagship into an outdoor fashion destination, bringing together children’s apparel, professional sports, entertainment and philanthropy for an evening that felt distinctly New York.
For Rookie Kids, the evening represented considerably more than a traditional back-to-school presentation. It was an opportunity to showcase children’s fashion on one of retail’s most recognizable stages, with an audience extending from invited industry insiders and celebrities to enthusiastic New Yorkers lining the public sidewalk.
Big Brands, Small Models
The runway featured back-to-school looks from Levi’s, Nike, Abercrombie & Fitch, Lacoste and Jordan, offering a cross-section of the established fashion and athletic brands shaping the children’s apparel market.
From sportswear and denim to preppy classics and streetwear-inspired looks, the presentation reflected the increasingly blurred lines between adult fashion and children’s wardrobes.
Behind the production was Haddad Brands, the family-owned children’s apparel company that encompasses the design, sourcing, distribution and marketing of licensed products for some of the world’s most recognizable labels.
For the Garment District and broader apparel industry, the event illustrated the intersection of brand licensing, retail partnerships and experiential marketing. Rather than presenting children’s apparel exclusively through conventional seasonal merchandising, Rookie Kids and Macy’s placed the category within the broader cultural conversation surrounding New York Fashion Week.
A Family Affair Under the City Lights
Celebrity families were an integral part of the evening, with children of entertainers, professional athletes and influencers taking their turns on the catwalk. Several parents joined their children on the runway, creating moments that joyously blurred the distinction between fashion show and family celebration.
But perhaps the evening’s most compelling family moment unfolded before one very famous mother even reached the venue.
Taking a break from her European tour, rapper Lil’ Kim flew from Paris to New York for the express purpose of watching her daughter, Royal Reign, walk the runway. A four-hour flight delay threatened to derail her plans, forcing her to miss the red carpet entirely.
Arriving at West 35th Street and Sixth Avenue with virtually no time to spare, Lil’ Kim was met by security and whisked directly from her car to a front-row seat, arriving just in time to see Royal make her runway appearance.
For a show celebrating children and families, the transatlantic dash provided an unexpectedly touching moment. Royal enjoyed her own spotlight as both a runway model and VIP guest, while her mother’s determination to be there underscored a sentiment that transcended fashion: some moments are simply too important to miss.
The evening’s guest list also included Ice-T and Coco Austin, Craig Melvin, Adrienne Bailon, DaBaby, Jordyn Woods, Jenni “JWoww” Farley, Tiki Barber, Josh Hart, Jose Alvarado, A-Boogie, Fat Joe, DaniLeigh, D’Angelo Russell, David Cone and Fern Mallis, reflecting the crossover appeal of an event that brought together personalities from fashion, music, professional sports and popular culture.
Beyond the invited guests, crowds gathered along Broadway, watching the young models and their celebrity parents beneath the glow of Herald Square’s illuminated signs. Their cheers transformed what might otherwise have been a private fashion presentation into a public celebration.
The Knicks Bring Their Own Runway Energy
Performances by the Knicks City Kids, Knicks City Dancers and Brooklyn United reinforced the connection between fashion and the city’s sporting culture, adding another layer of movement and spectacle to the proceedings.
Brunson’s role as host also connected the evening’s fashion component with its philanthropic purpose.
Following the show, Rookie Kids presented a donation to the Second Round Foundation, established by Brunson and his family to create opportunities for young people through education, athletics and community engagement.
The foundation’s mission emphasizes the confidence, discipline and resources that help young people succeed, giving the evening a charitable dimension beyond its fashion and entertainment programming.
More Than a Back-to-School Fashion Show
For Macy’s, the presentation brought a fresh interpretation of back-to-school fashion to its flagship location. For Rookie Kids and Haddad Brands, it provided a high-visibility platform for children’s apparel during one of the fashion industry’s most closely watched weeks.
More broadly, Runway on Broadway demonstrated how a traditional retail fashion show can become a larger cultural experience when the right elements come together: recognizable brands, a landmark location, celebrity participation, live entertainment and a charitable purpose.
As the young models made their way down the runway and the crowds along Broadway continued to cheer, the evening offered a reminder that fashion’s ability to entertain, inspire and bring people together isn’t limited by age.
Under the bright lights of Herald Square, the next generation had its moment in the spotlight.
And New York, as always, provided the perfect stage.
