Serious Biz at Fashion's Night Out
Yves Saint Laurent opened at Beverly Center on Aug. 1.
Fashion’s Night Out is guaranteed to be a party, but the build-up to the event is pretty serious.
Just to spread the word, Los Angeles’ Beverly Center mall took out two billboards, one on La Brea Boulevard, the other on Santa Monicato advertise its corner of the worldwide fashion party scheduled to go off on Sept. 8.
Beverly Center management started organizing the event in April, and for their efforts, they got some pretty heavy duty corporate sponsors to help out with FNO 2011. Luxury auto brand BMW of North America will be sponsoring along with Maybelline.They’ve come a long way. Last year, there were no sponsors for the Beverly Center FNO event.
Mayor Antonio Villaraigosa is scheduled to kick of Beverly Center’s FNO. Designer, actress and all around fabulous person Nicole Richie will host the gala event. She’ll preside over two fashion shows. At 5:30PM, there will be a luxury fashion show which will exhibit a lot of Beverly Center luxe, and there’s some significant new luxe at the Beverly Center. Yves Saint Laurent opened an incredible boutique on Aug. 1. Louis Vuitton debuted a spectacular remodel of its Beverly Center store in June.
On 8PM, the center will produce a contemporary and juniors fashion show featuring the top brands at Macy’s and Bloomingdale’s.
The runway shows will be produced on a $200,000 temporary stage, to be built on the space of Okiba Mozzarella Bar. A massive LED screen will broadcast images of the shows to all levels of the Beverly Center.Black Friday style crowds, more than 25,000 people, are expected to check out the event according to Jeff Brown, general manager of the Beverly Center.
FNO’s scale is spreading to seemingly every city with a mall.There will be a FNO event in Riverside, Calif. Prominent South Coast Plaza in Costa Mesa, Calif. released its schedule of FNO parties which will include a red carpet photo booth, a $1,000 gift certificate and caprinha cocktails at Assouline book store.
Rodeo Drive’s festivities will feature a four story high Ferris wheel, carnival performers, can’t get enough of those stilt-walkers, as well as 15 gourmet food trucks.
City of Los Angeles, contestants for the Miss California Pageant and Fred Jordan Missions will be working during FNO to collect back to school clothes for 5,000 underprivileged school children. This effort’s drop-off locations will be located on Melrose Avenue at Crescent Heights Boulevard, West 3rd Street at Harper Avenue, S. Robertson Blvd at Alden Drive, Abbot Kinney Boulevard at California Avenue and at Dari Boutique in Studio City. For more information, check out the website FNO LA.
