Private Policy NYFW FW24 Collection

PRIVATE POLICY New York FW24 collection focuses on new frontiers opened by the emergence of AI. Exploring the dichotomy between fear and excitement, lawlessness and freedom, we look back at classic 19th century Americana but with a modern take, weaving a narrative of aesthetics intertwined with cowboy workwear details from the Wild West.

Through innovative techniques like raised 3D silicone textures to metal ball chain bead weaving, we have achieved a striking contrast between distressed and soft textiles, juxtaposed with romantically draped fabrics and high-shine hardware. This collection serves as a platform to mirror the sentiments and perspectives our community is forming on AI, and aims to traverse what has been and what is still to come.

Private Policy

Photos: Dave Smith

Collection Statement:

For PRIVATE POLICY New York’s FW24 collection, we have set the stage for a groundbreaking exploration at the nexus of fashion, technology, and societal discourse, centering around the dichotomies of AI: a “Wild Wild World.”

Drawing inspiration from the untamed spirit of America’s 19th century Wild West, our runway presentation skillfully interlaces aesthetics with ranch workwear details. Innovative techniques, including raised 3D silicone textured surfaces and metal ball chain bead weaving create a striking contrast of distressed denim and printed plaid cotton, especially against soft, romantically draped fabrics and high-shine metal hardware. The silver pieces, presented in clean silhouettes with utilitarian details, serve as a visual metaphor for the convergence of technology and cowboy aesthetics, embodying the multifaceted nature of the AI landscape.

Our show set features a constructed fashion tunnel, both real and metaphorical: it is the physical structure through which the models enter the runway, but also the embodiment of the idea that our future with AI is still unknown… Yet there is hope at the end of this tunnel! The juxtaposition here between the natural and the technological mirrors modern tensions between fear and excitement, lawlessness and freedom, all of which AI skates the lines betwixt.

And, in an exciting new collaboration, PRIVATE POLICY and Coca-Cola® Creations have created a limited-edition line of apparel and accessories. This collection, a co-creation born out of unexpected moments of real magic, teases the launch of a new Coca-Cola® Creations drop to be released on Feb 20th. Each item in the collaboration collection reflects the electrifying universe inspired by the new Creations drop, which combines the powerful youth culture of PRIVATE POLICY and the creativity and innovation of Coca-Cola® Creations. These exclusive items, adorned with classic PRIVATE POLICY elements like metal hardware and inflated pop-art applique, capture the spirit of innovation and passion.

Fans can pre-order the limited edition pieces on the PRIVATE POLICY e-shop; the collection will be available for purchase in select retail stores worldwide starting March 29th. Participating retailers can be found by visiting


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