New York Fashion Week is always about statement moments, and this year, Law Roach has teamed up with The Dominick Hotel in SoHo to deliver one of the most stylish collaborations on the calendar.
Known as an “Image Architect” and the creative force behind Zendaya’s red-carpet dominance, Roach is once again turning The Dominick into a hub for fashion insiders.
For this season, Roach curated Law’s Fashion Week Must-Haves, an exclusive add-on package that blends luxury, personal style, and his signature humor. Guests who book the package will receive a signed copy of his book How to Build a Fashion Icon, along with 1942 tequila, a Sisley Spa treatment, a Diptyque Baies candle, La Roche-Posay skincare, Black Diamond caviar, and yes—Cheddar & Sour Cream Ruffles, one of Roach’s favorite indulgences.
The Dominick, a 46-story hotel located at 246 Spring Street, has become a recurring partner for Roach. The space, once known as Trump SoHo, was rebranded in 2017 and today positions itself as a fixture in the fashion and luxury travel scene. The hotel has hosted multiple Roach activations, but this season’s Fashion Week package is one of its most personal.
In addition to the package, guests and visitors alike can join in on a special giveaway. By snapping a selfie in Roach’s favorite lobby mirror, tagging @thedominickhotel, and following the posted rules, participants have a chance to win a complimentary stay in the hotel’s penthouse suite. The prize also includes Law’s complete Fashion Week Must-Haves package and a signed note from Roach himself.
This collaboration isn’t Roach’s first with The Dominick. Earlier this year, he also co-created the “Luxury on Spring Street” cocktail for the hotel’s bar Vestry—a mix of Johnnie Walker, yellow dragon fruit syrup, turmeric tincture, and orange bitters. As he put it, “The cocktail is sultry like my style, colorful like my personality, and vibrant like all the places we aspire to visit.”