Madison Avenue is preparing to demonstrate how much hospitality really matters.

On Sept. 20, the second annual “Step Up for Fashion” returns as the centerpiece for Madison Avenue’s “Welcome Back Saturday” event, which celebrates the return of fall fashion, shopping along the famous luxury retail venue.

The event supports the Council of Fashion Designers of America’s scholarship fund and is organized by the Madison Avenue Business Improvement District, which covers the stretch along the avenue from 57th Street to 86th Street.

“We created our Welcome Back Saturday event during the pandemic just when people were first coming back to the stores. It’s been all about the stores and brands really extending hospitality to their clients who are coming back to city after being away for the summer,” said Matthew Bauer, president of the Madison Avenue BID. Over the years, the programming has involved bringing stylists to the stores, refreshments, music and an antique auto show, which was staged last year.

Step Up for Fashion is a key added component to Welcome Back Saturday. “Last year was the first time we partnered with the CFDA [the Council of Fashion Designers of America] and it went really well,” Bauer said. “People enjoyed it. It not only showed the face of Madison Avenue as one of the world’s great fashion destinations, but also as a welcoming spot for the clients of the stores and brands, as they returned back to their homes in New York.”

In keeping with the group’s tradition of offering a philanthropic component to public events, stores will donate 10 percent of their sales on the day to the CFDA scholarship fund.

Bauer said the number of stores participating has increased to about three dozen so far, and is still growing from the 25 that participated last year. Primarily, it is fashion stores that are participating, though there will be other retailers participating, including those selling home goods, eyewear, jewelry and fragrance.

Models in the latest fashions will appear in stores and be positioned on two-foot by four-foot platforms situated in front of retailers. Approximately 35 models are expected, and they will appear all at once, at 1 p.m., 2 p.m. and 3 p.m., making a big impression. Many of the models at are being provided by the Fenton Models agency.

Visitors will also be able to get photographed by Andrew Werner on a red carpet from noon to 5 p.m. The photos will be available for free via a link.

“Madison Avenue stands at the heart of both American and global fashion and luxury and we are proud to see many young and legacy CFDA brands represented on this world-famous avenue,” said Steven Kolb, CFDA’s chief executive officer and president. “We’re deeply thankful to the Madison Avenue BID for supporting CFDA scholarships and helping us advance our mission to nurture the next generation of American fashion talent.”

“Fashion on Madison Avenue is certainly all about artistry, craft and style, but it is also about connectivity, gracious hospitality and philanthropy,” Bauer said in his prepared statement. “Step Up for Fashion showcases our boutiques’ collections in a warm, welcoming and accessible manner, while supporting the next generation of design leaders through the CFDA’s Scholarship Fund.”

Here’s the list of brands that have signed up for “Welcome Back Saturday” so far: