Uber, Lyst Deliver New York Fashion Week Gift Bags

Lyst and Uber's "I've got clothes, in different area codes" gift bag; Image via WWD

New York Fashion Week showcases the hottest new styles in the fashion world. This year, New Yorkers using the popular ride-sharing app Uber can get their hands on some New York Fashion Week promotional items, thanks to Uber's partnership with London e-commerce start-up Lyst.

According to WWD, when Uber users in Manhattan and Brooklyn order a ride tomorrow from 11 a.m. to 3 p.m., they can use the code "FINDNYFW" to receive a free gift bag.

Each bag is customized to the neighborhood in which the user requested it—such as uptown, midtown, downtown and Brooklyn. The bags include a $200 Theory gift card, a beauty kit by Violet Grey, and promotional items, such as sunglasses, scarves, backpacks, and hats from name brands, including Edie Parker, Maiyet and Alezis Bittar.

The promotion, which Lyst calls "I've got clothes, in different area codes," is available through a lottery basis for the promotion's four-hour duration.

"For Uber, this partnership is much larger than previous engagements because we were able to bring together more than 20 brands to participate," Chondita Chatterjee, U.S. senior vice president and general manager for Lyst, told WWD. "The personalization of the bag to neighborhood was inspired by the data we use to personalize the site for each shopper."

This is similar to a promotion Uber held last July, when the company gave out gift bags full of beach-ready items worth $500.