Buyers and Stylists Added to MBFW Registration
Organizers of Mercedes-Benz Fashion Week at Smashbox Studios announced plans to begin registering buyers, retailers and stylists on July 25 for its Oct. 16–20 run in Culver City, Calif.
This is a new move for the event’s organizer, New York–based 7th on Sixth, which requests that the print, broadcast and free-lance media register prior to attending the show. 7th on Sixth added the registration requirement to all its shows, including Olympus Fashion Week in New York (Sept. 9–16) and Sunglass Hut Swim Shows Miami Presented by LYCRA (July 16–20).
“As event organizers, we have realized the need to be able to speak more specifically to our designers and sponsors regarding the attendance of buyers, retailers and stylists,” said Fern Mallis, executive director of 7th on Sixth and vice president of 7th on Sixth’s parent company, IMG. “Historically, our role has been to help designers by credentialing relevant media outlets, but increasingly, designers have asked us to organize these additional groups to insure they are not missing key individuals and companies interested in attending the shows. It also then allows us to bring a higher level of service to these guests, alerting them with information regarding the overall event, individual shows and other appropriate information.”
Retailers, buyers and stylists will be charged a registration fee, as will media. The fee ($50 for early registration, $75 for late registration) gives registrants a list of contact numbers for the designers participating in the shows and a gift bag. Anyone who registers is placed on the 7th on Sixth mailing list and has his or her contact information distributed to the designers and show producers participating in the runway shows.
Registration for Olympus Fashion Week and Sunglass Hut Swim Shows Miami is already open. For more information, visit www.olympusfashionweek.com or www.sunglasshutswimshowsmiami.com. Retailers, stylists and press can register for Mercedes-Benz Fashion Week at Smashbox Studios beginning July 25 at www.mercedesbenzfashionweek.com.
