Starbucks is building a bigger presence in fashion.
The mega coffee house chain is providing financial support to emerging designers Area, Collina Strada, Eckhaus Latta, Sergio Hudson and Zankov to further their design and marketing efforts. Each of the designers will be showing their fall 2026 collections during New York Fashion Week.
Starbucks will continue to collaborate with designers on creating limited-edition merchandise in upcoming seasons. Which designers to collaborate with and what products will be created are to be determined. The five designers have agreed to design coffee “sleeves,” which fit around coffee cups and protect your hands from the heat, and they might be among those creating other products with Starbucks.
The hope is always that instead of just producing run-of-the-mill “merch” any coffee shop could sell, Starbucks takes a fashionable, lifestyle approach that elevates the brand and their designer partners. Among the possibilities: aprons, T-shirts, hoodies, cups, tumblers and tote bags
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Starbucks also will have a presence backstage at runway shows and in showrooms during New York Fashion Week. At the shows of the five emerging designers, Starbucks gift cards will be distributed to models, stylists, VIPs and other attendees. The company declined to specify how much financial support it is providing the five designers.
Starbucks has tied into the fashion world in the past in different ways. At New York Fashion Week last September for the spring 2026 season, Zac Posen, partnering with celebrity stylist Erin Walsh, designed a gown inspired by Starbucks’ iconic green color seen in its Siren logo. Vera Wang and Farm Rio, a Brazilian fashion brand, each once collaborated on drinkware. And just last month, Starbucks introduced its The House of Coffee project — a platform for creative partnerships and projects at the Starbucks Reserve Roastery in Milan, during the city’s men’s fashion week, through linkups with ski gear specialist Nordica, outerwear label K-Way and petwear brand Poldo Dog Couture.
Starbucks conscripted brand consultant Sarah Andelman, former purchasing and image director of cult Paris-based concept store Colette — to curate The House of Coffee project. The Starbucks Reserve Roastery, unlike typical Starbucks locations, provides an immersive coffee experience including on-site roasting as well as innovative beverages, cocktails, better food and unique merchandise. There are currently only a handful of Starbucks Reserve Roastery locations in Milan, New York, Tokyo and Chicago.
“Tapping into cultural relevance matters more than ever,” Tressie Lieberman, chief global brand officer at Starbucks, said in a statement to WWD. “As we continue our journey to get ‘Back to Starbucks’ and ignite the soul of the brand, we’re leaning into moments and partnerships that truly excite our customers.…Fashion is a powerful expression of identity, and we are proud to champion and support the creative voices that are shaping and inspiring trends.”
“Back to Starbucks” is the name of the brand’s turnaround strategy, which seeks to deliver improved customer experiences and revenue gains.
Ana Andjelic, an executive consultant and former chief brand officer at Banana Republic and Esprit, is working with Starbucks on its NYFW activities to amplify its cultural programming.
