PAIN
NYFW

New Yorkers love pain. How else do you explain paying $7K for a windowless shoebox apartment with six roommates, standing in line for hours to try a “viral” bagel, and inhaling the sweet smell of human pee on a daily basis? 

So during New York Fashion Week, we turned this masochism into the main attraction with PAIN: a Soho installation built around one claw machine, housing one impossible-to-win, $20,000 authentic vintage Birkin bag.

Many came.
Many tried.
Many lost.
Many learned the brutal meaning of metaphor. 

Coverage

Made with Uncommon Creative Studio.

And also Katie DiNardo, featured as “a person” here in The Post.