Cal Mart Revamps Look, Adds Contemporary
The California Mart announced plans to merge the Look Show and the Contemporary Design Collection show into a dual show called Fashion Fusion to be held during the Fall and Spring markets.
The building is still determining the location for the next Fashion Fusion show, scheduled for Nov. 2–4. The show will either be held in the Cal Mart Fashion Theater or in the building’s new 13th-floor venue. The 45,000-square-foot space, currently under renovation, is an open exhibition area with sweeping views of Los Angeles. The venue will be used for the first time on Oct. 1 for ISAM (International Swimwear and Activewear Market).
In recent years, the Look Show has held up to 80 exhibitors in the junior, young men’s and young contemporary categories and was held on the Cal Mart’s second-floor mezzanine.
Approximately 20 exhibitors make up the Contemporary Design Collection, which included Lilly Pulitzer, Deviations and French Concepts among its exhibitors at last year’s show, held on the Cal Mart’s fifth floor.
Karen Mamont, marketing and public relations at the Cal Mart, said the merger of the two shows would benefit buyers and exhibitors.
“Many buyers are crossing over in their buying in order to give their stores a flavorful mix,” she said.
Mamont said that the two shows’ collections would be merchandised separately, with the contemporary exhibitors on one side and the young men’s, junior and edgier exhibitors on the other side.
The show will also include a small sampling of urban lines. The Cal Mart’s main urban-line event, the Urban Suburban show, will be held Oct. 1–3 on the building’s fourth floor on the C side.—Claudia Figueroa
