Gotham once again brought cannabis backstage, front row, and onto the runway with the help of Bloom this season. Gotham’s fourth NYFW season working with Eckhaus Latta was better than ever with Bloom’s support. The collab felt natural; Eckhaus Latta, Gotham and Bloom are all brands committed to pushing the envelope, and we were lucky to be given this platform to show the world again that cannabis and fashion and design go hand in hand. Creative work and cannabis have been bedfellows throughout history for a reason, after all.

Backstage at Eckhaus, models enjoyed Bloom vapes in their Gotham gift bags. As reported in WWD, upon receiving the goods, one model said “I might cry. This is amazing.” Hair and makeup artists, many of whom were on their seventh or tenth job of the week, were especially grateful. Skincare brand Dieux had facialists backstage, and one said, “This is exactly what I need this week,” as we passed off the gift.

As the show began, and everyone was appropriately elevated, social media began to blow up with videos of one of the models smoking a joint on the runway. We’re not exaggerating: you truly could not escape footage of the moment.

Gotham also debuted a co-branded joint case and lighter sheath as part of Eckhaus Latta’s collection. The products are available for preorder now, and went live immediately after the show on Gotham’s website.

“Eckhaus Latta [embodies] a spirit of innovation, community and authenticity that mirrors what we are building at Gotham,” said Rachel Berks, Vice President of Product Development and Partnerships. “Collaborating with them on exclusive products has been a natural extension of that alignment, and this season, bringing cannabis consumption to the runway has taken it to the next level.”

Thank you to Bloom. We couldn’t have done this without you.