The front row celebs! The parties! The mania! Why does New York Fashion feel like it's on steroids this year?

Has anyone else noticed how big and flashy New York Fashion Week is this season? Not just in terms of scale, but when you add in celeb appearances, parties, special presentations and extra activations. Blame social media, but it seems like NYFW designers this year aren't content just to show their ready-to-wear - no, it's all about multifaceted branding campaigns like the Yeezy Season 4 show/concert/merchandising event from last week.

Not sure what we mean? Take Alexander Wang's show/Adidas collab announcement/after party, which featured food by McDonald's and 7-Eleven and a Nars-branded arcade game, and attracted guests like Madonna and Lourdes and Pamela Anderson and son Dylan Lee. Or Tommy Hilfiger's carnival-themed Tommy x Gigi show, which was set on a pier complete with lobster and French fries stands and looks that could be shopped off the runway. Oh, and Taylor Swift and Martha Hunt sat front row, alongside Gigi Hadid's mum Yolanda Foster and her brother Anwar.

Of course, no expense was spared at Victoria Beckham's show this morning either - husband David sat front row next to son Brooklyn and models wore make-up from the Victoria Beckham Estée Lauder collection. Lastly, the Harper's Bazaar ICONS party hosted by Carine Roitfeld featured so many beautiful models and Kardashians that we're not sure there was any room for non-celebs. Long live the increasingly Hollywood world of NYFW.

Why is NYFW so out of control this season?