Odell Beckham Jr. staged a New York Fashion Week takeover on September 12th with the latest edition of his FRI&NDS series, a project he calls both a cultural platform and a family gathering. Guests arrived at The Highlight Room to find the wide receiver making a full-command entrance, flanked by motorcycles and ready to deliver an evening of music, fashion, and unexpected encounters. The private event reflected the vision Beckham Jr. has been shaping since launching FRI&NDS earlier this year: community built on creativity. DSCENE Co-founder and Features Director Katarina Doric attended the night, capturing the energy and connecting with Beckham Jr. for an interview.
Inside the Bowery venue, Beckham Jr. curated a lineup of DJs including Heron Preston, Austin Millz, and DJ Ruckus, each bringing their sound to the packed room. Friends, family, and collaborators filled the space, dancing and connecting in a high-energy environment. A True Religion fashion truck parked at the event offered exclusive merchandise from the ICONS collection, blending music and fashion into one immersive experience.
The night drew an impressive list of names from music, sports, and entertainment. Among those spotted were Coi Leray, Sevyn, Teyana Taylor, Eiza Gonzales, Carmelo Anthony, Devin Booker, Liz Cambage, Kyle Kuzma, Sauce Gardner, and Kordell Beckham. Landon Barker, Draya Michele, Jalen Green, and Matthew Espinosa also turned out, alongside a cross-section of cultural figures who embody the FRI&NDS ethos of connection and creativity.
Beckham Jr. first launched the series in February during Super Bowl weekend in New Orleans. That debut set the tone with a 100-person marching band, surprise performances from Chance the Rapper, Shaboozey, and The Soul Rebels, and an art installation curated by Brandan “BMike” Odums and StudioBE. In May, the project traveled to the Monaco Grand Prix, where a yacht-side gathering paired DJ HoneyLuv and Paperwater with an exhibition by Underdogs Gallery. Most recently, Beckham Jr. took FRI&NDS to São Paulo, spotlighting Brazil’s booming electronic music scene with performances by Mochakk and Leo Picon.
FRI&NDS continues to grow beyond one-off parties into a global cultural initiative. Beckham Jr. has made clear his intent to keep expanding into cities and cultural moments worldwide, always grounding the experience in local talent while keeping the focus on community. The New York Fashion Week edition underscored that mission: a space where fashion, music, and art met under Beckham Jr.’s guidance, and where DSCENE had the opportunity to document both the night and the vision behind it.
In his conversation with Katarina Doric, Beckham Jr. reflected on New York’s influence from his Giants years, the evolution of FRI&NDS into a platform for talent, and his shift from athlete to cultural curator. He also spoke about fashion, creativity, and his mission to empower emerging voices. Read the full interview below:
FRI&NDS has become a global stage for emerging talent. What does bringing it to New York Fashion Week mean to you personally?
September has been a busy month for FRI&NDS! We hosted our first Brazil event at Soho House Sao Paolo with Mochakk, Leo Picon and more – it was a real celebration of Brazilan energy, culture and music. And then we kicked right onto NYFW! New York has a special place in my heart, it really built me into the man I am today from my days on the NY Giants so I’m always inspired by this city – bringing FRI&NDS here was a dream, it turned out to be an epic night.
You’ve always pushed the boundaries of athlete style, from tunnel fits to front-row moments. How does this event reflect your evolution from player to cultural curator?
For me style is about freedom of expression. I admire people who dress differently and use style as a channel to show who they are. I also want to inspire others with my looks and push the boundaries. It’s about being creative and that applies to how I approach football and curate our FRI&NDS events. We want to celebrate people who put their talents out there and say that’s me.
When you think about your own closet, what pieces or designers feel essential to who you are right now?
I take a very intuitive approach to style, it’s all about what I’m feeling in the moment. Going into fall a leather jacket, tailored shirt and pants is a go-to combination. And accessories are an easy way to mix up your look and add interest – like the pink patent belt I wore for FRI&NDS NYFW.
True Religion is part of the night. How do you see the tension between legacy brands and disruptors shaping today’s fashion conversation?
FRI&NDS is all about uplifting others, there’s a place for everyone. It’s the same in football and fashion – rising stars and legacy players both have something to offer. In fashion, there’s inspiration to be had in the streets all the way up to heritage brands.
On the field, you’re known for precision and creativity. Do you approach fashion with the same mindset you bring to making a play?
I enjoy using fashion as a platform for my own creativity and self-expression, and putting my own personal spin on it. I’m constantly inspired by my friends and what’s happening in culture in terms of coming up with looks off the field.
The FRI&NDS mission is to empower underserved creatives. Who are some of the voices you’re most excited to champion through this New York edition?
Heron Preston is a legend in fashion and I’m excited to see what he does next with his own label. He got our NYFW FRI&NDS event going with a DJ set and is the epitome of what FRI&NDS is all about – a cool hybrid of creativity and passion across different disciplines – fashion, music, art. We were also excited to have DJ Ruckus and Austin Millz play at this NYFW edition and champion their talents- DJ Ruckus is an emerging star and Austin Millz has been killing it lately as well.
Your past events have blurred lines between sports, art, and music. What kind of crossover moments do you want guests to experience this time?
This NYFW FRI&NDS event was all about high fashion and high energy colliding. Music was central to the night with our 3 DJ talent showcase (Heron, Austin and DJ Ruckus), we had the ultimate style inspo in the room thanks to our ‘FRI&NDS’ who turned out (looking at everyone from Kordell Beckham to Landon Barker, Serena Page, Coi Leray, Sevyn and Devin Booker). We also treated guests to custom Don Julio cocktails and exclusive merch from the True Religion ICONs collection from its immersive fashion truck outside the venue.
Looking ahead, how do you see FRI&NDS evolving, as a cultural platform, but also as part of your own legacy beyond football?
We’re always looking at what’s next and what’s hip for FRI&NDS so we can continue to empower the best talent around the world at iconic, A-list occasions. FRI&NDS is more than just a party, it’s a cultural platform with purpose that champions the creative gifts of others, those who don’t get the spotlight. Stay tuned for future FRI&NDS happenings!
