We kicked off NYFW yesterday with a guerilla presentation in the New York Public Library. At 3:30 on the dot, a few dozen bespectacled models and friends of Warby Parker—who had earlier taken over the main reading room one by one—lifted up their books to reveal bright blue covers adorned with names of our frame styles. Editors filtered in and out of the reading room to the complete bewilderment of library-goers, and we somehow managed to pull it off with only a few disapproving glances from security.

Along with our company’s ties to learning and literature, this very room is where we came up with the name Warby Parker a few years ago—which made it an ideal location for our first ever presentation. As Esquire said, it was “a great way to share the brand’s DNA: young, highly-visible, and not too concerned with following rules.”

Thank you to everyone who helped us pull this off: our models and supporters; our friends at Partners & Spade; the editors who responded to our cryptic invitation; and of course, our unwitting hosts at the NYPL.

(Photos via Vogue)