This season Alternative branched out into the designer market with involvement in major New York Fashion Week shows for the very first time. Alternative collaborated with two of today’s hottest names in fashion, Richard Chai and Jeremy Scott, who each designed signature looks that were styled into their respective runway shows. Alternative also created an original video which launched during New York Fashion Week.آ  The video played in NYC taxi cabs on the LX TV screens, throughout the week of February 11–21.آ  The 30-second spots highlighted the latest Alternative styles for women and men, including some of the key spring and summer styles. The film was shot in L.A.’s scenic Laurel Canyon neighborhood.آ  To read more on the inspiration behind the video see below along with press hits we received during fashion week.