Can a red-carpet look fill a theater seat? Seaview is about to find out. The producers have named Nuuly, the clothing-rental subscription, as the official styling partner for Danya Taymor’s Off-Broadway revival of Spring Awakening. Broadway and Off-Broadway will try almost anything to get noticed by people who don’t already buy tickets, so why not a garment bag?
Nuuly will style six actors for press appearances, red carpets and opening night: Jada Simone Clark, Ashlyn Maddox, Khadija Sankoh, Grace Slear, Amalia Yoo and Lilli Cooper. Nuuly’s “shared closet” offers a hot take for a show about sexually repressed teens.
It wants better content.
Dressed for the step-and-repeat
The first styling sessions ranged from menswear nodding to Zoë Kravitz and Myha’la Herrold to a look described as “farm girl meets Gilmore Girls.” Nuuly also worked with costume designer Kaye Voyce on a rentable edit, so the audience can borrow from the same closet.
Will the partnership sell seats? Nobody knows, including me. Spring Awakening hardly needs the help. It’s also a better send-off for the late Duncan Sheik than Memoirs of Amorous Gentlemen. Seaview says its on-sale was the biggest in Studio Seaview history, and the run already extends through April 4, 2027.
Sales may even flow the other way, since Nuuly promo codes will appear in digital ticket confirmations. The real test is whether someone who clicks on a step-and-repeat for the outfit stays for a rock score about 19th-century German teenagers.
Previews begin November 27, with $40 front-row rush. Open the closet and see who walks out.
Fast facts: ‘Spring Awakening’
- Studio Seaview, 305 W. 43rd Street, New York City
- Previews begin November 27 | Opening night: December 17
- $40 front-row rush: limited, in person, day of each preview through December 12
