Some consider New York Fashion Week to be one of the longest weeks of the year. This is perhaps due to the endless catwalk shows that are more and more of the same in terms of presentation. It's admittedly hard to be innovative when the profession itself is wrought with tradition. Opening Ceremony tried something different this time and so far, it's created excitement among fashion week goers. Instead of the traditional catwalk based collection presentation, they instead featured their new clothes as the costuming for a new one act play called "100% Lost Cotton," a collaborative effort from Academy Award winning director Spike Jonze and rising comedy star Jonah Hill.

According to the Washington Post, "the most unusual and delightful presentation for spring 2015 has been that of Opening Ceremony - the collection (and series of shops) created by Humberto Leon and Carol Lim. In lieu of a runway show, they enlisted the help of Spike Jonze, who directed a one-act play that he co-wrote with actor Jonah Hill. Called ‘100% Lost Cotton', the play starred actors Catherine Keener, Bobby Cannavale, John Cameron Mitchell, Elle Fanning, Rashida Jones and the model Karlie Kloss, making her stage debut, playing herself."

Early critical reactions have been largely positive. The Daily Beast states, "the real excitement these days is for the designers who are choosing to eschew tradition and present their collections in creative and innovative ways. We want more like the example set by Opening Ceremony: the drama of clothes made truly dramatic." The Los Angeles Times adds, "‘Lost Cotton' helped us find renewed faith in the transformative power of fashion."

Perhaps this new bold move by Opening Ceremony will spark a new trend in New York Fashion Week in addition to the trends that all designers want to set with their clothing. Based on how tired critics seem to be with the usual fashion week shenanigans, it would be a welcomed divergence from the catwalk tradition.