The phone rings just as fashion designer Stacy Morgenstern is on her way to her studio.
Outside the sun is shining, the silhouette of Manhattan is etched against a blue sky like a heap of light sabres. Stacy's head is full of details and things she needs to remember to do with her collection about to be launched in a few days' time.
The caller is Stacy's boyfriend Brian. He tells her to turn on the television and stay indoors. It's September 11th 2001 and American Airlines flight AA11 has just crashed into the North Tower of the World Trade Center.
Stacy is watching as the second plane hits the South Tower.
Stacy phones her friends and family. One after another they tell her they are safe. Across Manhattan, New York, the whole world is frozen with shock and disbelief.
"My life changed that day, like it did for many other New Yorkers," Stacy says.
"The launch of my own first clothing collection suddenly didn't seem to matter."
Things that don't go out of fashion
Stacy's surname is now Igel and her collection has grown into the international Boy Meets Girl brand. Its home is here in the heart of Manhattan in the "garment center", on the 17th floor of an office block. The walls are covered in press cuttings about Stacy's career and the growth of BMG. Stacy, 40, still works as the company's creative director.
The World Trade Center attack changed the BMG brand for ever.
"When I presented my collection after the World Trade Center attacks, I immediately knew what I had to do," Stacy says.
"It just happened that one of the details of the collection was the colours of the US flag and I wanted to donate part of the profits from the collection to the Red Cross who worked to help the victims of the attacks. At the same time, it firmly made up my mind about what I wanted the BMG brand to stand for."
BMG has battled against cancer, highlighted phenomena linked to school bullying and flown the flag for sexual and gender minorities during Pride events.
"Self-confidence and bravery never go out of fashion. It's all a question of connections with other people, working together and about stories."
"Self-confidence and bravery never go out of fashion."
Now BMG is known as a mouthpiece against social injustice. In the top boutiques of SoHo, a denim jacket bearing the brand's logo makes New Yorkers sigh: "What a cool brand."
Getting this far has taken determination and hard work from Stacy.