William Rast Brings the Runway to Project
William Rast Fall 2010, photo courtesy of Imaxtree/Elle.com
New York Fashion Week overlapped the trade shows in Las Vegas this season, but designers such as William Rast found ways to make the timing conflict work for them. Sales reps and retailers gathered at the William Rast booth at the Project Global Trade Show to view the brand's runway show, which was streamed live from New York.
The webcast was sponsored by SONY and offered retailers a way to see the collection styled on the runway while they were placing orders on the trade show floor. The show was also broadcast into William Rast stores, where customers were able to get a sneak peek at goods available next season.
The Fall collection didn’t disappoint. The “New America”-themed collection by Justin Timberlake and partner Trace Ayala offered the brand’s quintessential rock ’n’ roll meets Tennessee grit-infused brand of cool. There were plenty of leather moto jackets, military coats, Navajo prints, leggings and distressed workwear-inspired jeans. Girls epitomized sexy tomboy chic, and guys captured an authentic Americana vibe in an oh, so effortless way.
I caught up with denim designer and creative director Angela Furlong at Project to talk about the collection. According to Furlong, this season it was all about keeping the denim look authentic - even down to oil effects on the jeans. Think biker gear meets workwear to the max with grinding, mending, paint splatters and customized hand-screening.
Khaki pants were new this season – an addition requested by Timberlake, who wore a custom-designed pair on the runway. And there were plenty of fashion elements too – a khaki vest trimmed in fur, slouchy parachute pants, a sexy black leather jumpsuit and plenty of raccoon tails to accessorize the look.
The scene pre-show in New York via webcam.
Denim: disheveled and distressed, photo courtesy of Imaxtree/Elle.com
Runway to Reality: The runway show broadcast live into the sales booth at the Project Global Trade Show.
The scene at the William Rast booth during the webcast.
Creative Director Angela Furlong
Workwear Deluxe: the leather jumpsuit, photo courtesy of Imaxtree/Elle.com
Justin Timberlake and Trace Ayala streamed live into their booth at Project.
