SmashBox Proposes Alternative Fashion Week
As an alternative to the upcoming Mercedes-Benz Shows L.A. shows and other events planned for Los Angeles Fashion Week, noted fashion photographer Davis Factor and his brother Dean have announced SmashBox Fashion Week, which will feature about a dozen fashion shows March 31–April 3 at the SmashBox photo studios in Culver City, Calif.
The accent will be on Fall/Winter collections from emerging local designers who may not have the resources to show during Mercedes-Benz Shows L.A., said Smash- Box spokesperson Serene Cicora.
“There are so many great designers out there who don’t have the money to put on a big show. This is for them,” she said, adding that the studio is solidifying a list of designers who will participate.
Davis Factor, who has shot campaigns for Candie’s shoes and others, and his business partner brother Dean wanted to open their studios to the fashion trade to make for a complete fashion week complement to the Mercedes event, said Cicora.
SmashBox’s studio, at 8549 Higuera Street near La Cienega and Jefferson, should be an ideal setting, said Cicora, as it is equipped with three studios with pure white walls, giving designers open options for runway ideas. Two on-site parking lots will be used for a lounge area with food, drinks, music, doggie day care and massages. Free parking will be available at other surrounding parking lots. Cicora said the plan is to have nightly parties as well.
SmashBox has participated in past fashion weeks, having hosted the Eduardo Lucero fashion show this past fall. The company also provides cosmetics for a number of shows.
Cicora said a list of participating designers should be finalized in about a week. About three to four shows will take place daily.
“In order for Los Angeles fashion week to work, you really have to have fashion shows with all the great designers we have here and a good location that’s user friendly,” she said.
For more information, call Cicora at (323) 651-5506. —Robert McAllister
