California Apparel News

More than 100 designers, show producers and publicists crowded into Hollywood nightclub Vine on Jan. 27 to hear the latest plans for Mercedes-Benz Shows L.A., the Los Angeles Fashion Week event sponsored by the producers of New York’s 7th on Sixth.

Among the designers in attendance were Michelle Mason, who was also named the first of three designers to have their shows underwritten by Mercedes-Benz Shows L.A. Jeremy Scott, Magda Berliner, Cornell Collins, Angela and Jonathan Dean of DeanZign and Grant Krajecki also turned out for the meeting.

Fern Mallis, executive director of 7th on Sixth and vice president of IMG, owner of 7th on Sixth, outlined the events set to take place at the Downtown Standard Hotel Apr. 1–4. (Los Angeles Fashion Week events will run from Mar. 31 through Apr. 8.)

She also outlined the details of the Standard’s three fashion-show venues:

bull; The Atelier, on the hotel’s mezzanine, will feature a 74-foot, U-shaped runway and will seat 160 guests, with room for an additional 40 guests in the standing section. There will be 71 front-row seats in this venue. The cost for the Atelier will be $750.

bull; The Avenue, also on the mezzanine, will feature a 75-foot, straight center runway with 206 seats and room for 40 standing guests.

There will be 90 front-row seats. The cost for staging shows in the Avenue will be $1,200.

bull; The Lot, a tented venue in the parking lot adjacent to the hotel, will feature a 78-foot, straight runway, seating for 475 (including 86 front-row seats) and room for an additional 125 standing guests. The cost for the Lot will be $3,500.

(Mallis noted in comparison that prices to stage a show at 7th on Sixth range from $14,000 to nearly $40,000.)

The show producers will provide the lighting, sound system, seats, backstage lights, mirrors and makeup tables. IMG has also signed Redken as a sponsor, which will provide the shows’ hairstyling. IMG is also looking for a cosmetics sponsor to provide makeup for the shows. The company will be providing trained volunteers to help with seating, dressing and cleanup.

“We know how to do this, and we know what the obstacles are and how to work through them,” Mallis said.

Vogue has also signed on as a media partner and will run a six-page advertorial in its April issue featuring the designers of Mercedes-Benz Shows L.A.

In addition, IMG will be promoting the Los Angeles shows during Mercedes-Benz Fashion Week in New York Feb. 7–14. And IMG’s new show daily, called The Daily and set to launch during New York Fashion Week, will also feature a West Coast edition during Los Angeles Fashion Week, Mallis said.

“I think it’s marvelous you will all benefit by the exposure to thousands of buyers and press in New York,” Mallis said. “The fact that we’re attached to it lends credibility.”

Mallis was vague on the number of shows planned for Mercedes- Benz Shows L.A., first saying that there would be 10 to 15 shows, then amending that number to 20.

The Standard also has other rooms available for other types of fashion presentations, Mallis said.

IMG is also considering holding related art shows at the hotel during the week, and Mallis said that she is in talks with the Council of Fashion Designers of America (CFDA) about the possibility of hosting an opening-night party in Los Angeles.

“CFDA has never done anything on the West Coast officially,” she said.

There were a few admonitions to the crowd. Mallis said that to be selected for Mercedes-Benz Shows L.A., a label must already be in business, able to produce, sell and deliver a collection.

“We are not there to do art shows for new talent that will never be manufactured or sold,” she said.

She also warned the show producers in the room against soliciting sponsorship that competes with any of the event’s sponsors.

“Our corporate sponsors take precedence over [individual] show sponsors,” she said, adding that there can be no signage nor visibility for a competing company.

When asked whether another beauty company could supply items for a gift bag, she said, “For safety’s sake, stay away from hair-care products.”

A packet of information about the shows has been mailed out, and the “beginnings of a cohesive schedule” should be available by the end of February, Mallis said. —Alison A. Nieder