The American Association of Orthodontists (AAO) is headed to New York’s Fashion Week this September to throw its first-ever pop-up fashion event, “Your Smile Is Your Best Fashion Accessory.”
“We’ve seen a stunning increase over the past decade in the number of adults who are seeking orthodontic treatment,” says DeWayne B. McCamish, DDS, MS, president of the AAO. “We created this concept to connect with potential patients in an entirely new way. This one-of-a-kind, interactive event will encourage attendees and the online fashion community to discover the life-changing power of a healthy, beautiful smile, and that it can be achieved, regardless of age, by working with an orthodontist. We’ve designed this event to reach a national audience from a top-tier venue in the heart of Manhattan. Our guests’ exploration of the latest fashion, beauty tips, and health information during the event will be shared by top fashion bloggers nationally in real-time.”
The event will be held September 7, 2016, from 4 pm to 8 pm, at the Shops at Columbus Circle at the Time Warner Center in New York. The event, which falls on the eve of New York’s Fashion Week, is free and open to the public and pre-registration is recommended.
Align Technology Inc, a presenting sponsor, will offer free computer imaging sessions to give participants a look at their post-treatment smile. And to broaden the event’s reach and amplify its messaging, the AAO is partnering with InStyle magazine. The AAO will work with the magazine’s celebrity style trend expert, Tai Beauchamp, to give style tips and “do’s and don’ts” throughout the event. In addition, a number of key fashion influencers will be in attendance interacting with their social media followers as well.
Retailers from the Center will also participate, showcasing the latest trends in fashion and accessories.
“We can all agree that a healthy, beautiful smile is a timeless fashion accessory,” says McCamish. “We want to help our guests visualize how achieving a healthy, beautiful smile can be life changing. We hope this event inspires our guests to discover how orthodontists can help achieve the confidence and poise that comes with a gorgeous smile.”