This year’s New York Fashion Week featured a surprising accessory that you already have: your smile. In conjunction with fashion expert Tai Beauchamp, the American Association of Orthodontics set up a pop-up shop in NYC’s Columbus Circle where the public could come and learn more about how to get their best smile ever.
The pop-up shop featured tooth-friendly drinks (featuring clever names like "smile-tinis" and "grin and tonics") and was a one stop shop for q&a with orthodontic experts and beauty experts alike. Beauchamp held a meet and greet with the public, answering fashion and beauty questions alike, and beauty experts from Sephora helped visitors find the best shade of lipstick to match their tooth color.
The AAO staffed the shop with experts who offered free personalized orthodontic evaluations and before and after computer imaging to guests. The images presented a glimpse of what consumers could expect after orthodontic treatment, and offered suggestions regarding what kind of treatment each visitor should seek out. All guests left with their very own ‘swag bag’ featuring freebies from the pop-up’s sponsors.
Dr. Gary Lederman offers neuromuscular orthodontic services in his Bellmore, NY office. He applauds the initiative between the AAO and the fashion industry. "This is a low-pressure way to get people excited about orthodontics," Said Lederman. "New York is the fashion capital of the world, but it doesn’t matter how well dressed you are if your smile doesn’t match." Dr. Lederman also cites improved posture, balance, and confidence as benefits to orthodontic treatment.