The digital fashion company VFiles partnered with Ruth Gruca to launch a showroom and brand incubator —VFiles Third Floor — to showcase emerging designers crowdsourced from its social media platform. The showroom guided brands from vision and identity to commerce, with additional merchandising, public relations, seeding and social media support. Ruth opened locations in New York as well as pop-ups in Paris every season during PFW. She would...... Along with running the showroom, Ruth would help concept, cast and produce the VFiles Runway Fashion Show that would kick off NYFW.