Standard Confirms IMG's Fashion Week Plans
New York-based IMG, producer of the 7th on Sixth runway shows, has signed a contract with the Standard Hotel in downtown Los Angeles, with plans to stage runway shows at the hotel and in a lot next to it for three days prior to the Nov. 1–5 Los Angeles Fashion Week, according to a hotel spokesperson.
The Standard will be the “host hotel,” according to Manya Duhoffmann, director of sales for the hotel. The shows will run Oct. 30–Nov. 1 and the hotel will be tenting a parking lot on Sixth Street adjacent to it for some of them, Duhoffmann said. Some shows will also take place on the hotel’s mezzanine. Duhoffmann said she did not know the square footage of the mezzanine but that there was enough space for a large runway.
This will make the Standard the site for a full week of fashion when new alternative trade show POOL sets up in the hotel immediately after the IMG crew. The POOL show of contemporary and streetwear labels will run Nov. 3–5.
Representatives from IMG could not be reached at press time, but talk about the firm’s intention to stage runway shows in Los Angeles has been circulating throughout the apparel business for the past year. Among the questions: Who will show, how many shows will IMG produce and will the Los Angeles shows be limited to Los Angeles designers? Several local designers have been approached by IMG to participate in the Los Angeles event but asked not be named until a final agreement was reached with 7th on Sixth.
Another question concerns title sponsorship of the Los Angeles event. Mercedes Benz, which sponsors New York Fashion Week, declined to confirm whether it will be the title sponsor of IMG’s Los Angeles shows.
“[We’re] trying to be very cautious right now. So far, nothing has been signed and nothing can be finalized,” said a spokeswoman for the automaker.
