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2. 6 New Venues for Los Angeles Holiday Parties

3. Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel

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FROM NEW YORK

Morgan Loft Penthouse: Temporary Venue for Holiday Season

Sustainable Label Opens SoHo Pop-Up With Community Center Sensibility

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News Archive for Ultra HD

EVENT REPORT 10.16.08 12:32 PM

Fashion Week Sponsors Hawk Wares With Focus on Causes, Style

The scene at Smashbox
Photo: BizBash

The five-day swirl of shows and parties that is Mercedes-Benz Fashion Week in Los Angeles kicked off on Sunday at Smashbox Studios in Culver City. And although L.A. Fashion Week is in danger of phasing out in its current capacity if Smashbox co-owner Davis Factor cannot continue to generate the sponsorship dollars necessary to keep it going during the economic downturn, this season's sponsors are still working hard to impress showgoers at the tents. This time around, the bounty of product and service offerings is largely focused on environmental or philanthropic messages, plus—bien sur—stylish presentation.

Title sponsor Mercedes-Benz brought three of its cars to the tent lobby, including a new clean-diesel BlueTEC SUV, next to which a techy touchscreen display allowed guests to visualize their dream cars by personalizing the available options. A hedgerow backed the vehicle. The brand also brought the GLK, which appeared in Sex and the City: The Movie and will be available for sale in January. A film loop showing behind the car showed it traveling through photogenic Southern California locations. Key to the Cure logos and signage surrounded a third car, an example of the vehicle one woman drove across the country to promote breast cancer awareness. "The cars represent talking points, which speak to causes and show our philanthropic side," said Mercedes' western regional PR manager, Larkin Hill. "Stylish people who set the trends [are] our target audience, and we want to show them we have a conscience." MORE >>

Fashion Week, Mercedes-Benz, Key to the Cure, American Express, Rose's, Ultra HD, Flor de Caña, Domino Magazine, BlackBerry, T-Mobile, Sponsorships