Many fashion designers are outright banning phones from runway shows because of how many people are on them during collection debuts.

During New York Fashion Week, the industry’s premier event, Stella Artois offered an obvious, but over-the-top solution to audience’s distractions—a pocket. We created an entire fashion collection centered around pockets that we sketched, sewed, styled and shot.

 
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CD: Pepe Funegra AD: Alex Nassour CW: Alex Maleski