The headline in today's New York Times B16 reads: "Are They All Here For the 8:27 to Rye?" Next to it there's an image of trendy 20-somethings busting a move on the concourse at Grand Central Station. 

No, they're not waiting for the train. It was the plan of a Brussles-based fashion house to get attention during New York City's Fashion Week. 

What's more, the story got the attention of the headline writers at the New York Times. And the article served as a reminder: when a company makes creative news, it gives publishers a license to develop a creative headline.

In this case, it was the Brussles-based fashion house that won. Because it got me to read their story. And, ask my colleagues, I'm not one for the fashion page.

Contributed by Aaron Kellogg. Follow him@KelloggAaron.