| EVENT REPORT 08.18.08 12:04 PM |
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| Breaking the Ice |
| To preview its fall/winter line of outwear, Weatherproof staged an ice skating show at Chelsea Piers. |
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When it came time to plan the preview of its fall/winter collection, Weatherproof Garment Company wanted to avoid putting on a dull, formulaic fashion show. So instead, its marketing department—led by marketing and PR director Krista Murden—replaced models with ice skaters and the runway with an ice rink. Held Thursday night at Chelsea Piers Sky Rink and its adjoining Sunset Terrace, the event treated some 100 editors and buyers to a short presentation of its latest outerwear, modeled by 20 dancers from the Ice Theatre of New York.
The intention of the ice show was for the event to be fun, if a little silly, and bring in editors who might want to skip a simple showroom viewing. "We wanted to change it up a little," said Murden. "We wanted it to be kind of cute, a fun thing [to go to]...but we didn't want it to be cheesy." Murden looked to PR agency 5W Public Relations to bring in a wider range of guests and help produce the show and cocktail party. |
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PHOTO GALLERY |
 | The Ice Theatre of New York's 20 skaters showed off Weatherproof's fall/winter collection with twirls, poses, and fancy footwork.
Photo: Keith Sirchio for BizBash |
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 | Despite the rain, Weatherproof opened up the doors to the terrace, allowing guests to view the river and move about more freely.
Photo: Keith Sirchio for BizBash |
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 | As a playful gesture, the company set up a fake coat check area to display items from the fall/winter line.
Photo: Keith Sirchio for BizBash |
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 | In addition to passed hors d'oeuvres, Foremost Glatt Kosher Caterers provided a sushi and sashimi bar manned by two chefs.
Photo: Keith Sirchio for BizBash |
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 | As part of the winter holiday theme, an actor dressed as Santa mingled with the guests throughout the night.
Photo: Keith Sirchio for BizBash |
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About an hour after guests arrived, Weatherproof guided them toward the ice rink, where, one by one, ice skaters twirled, spun, and glided their way to one end to pose for photographers. The lineup of skaters ranged from little girls and boys in parkas to men in leather jackets and women in long coats. Capping off the presentation, all 20 skaters covered the icy surface, showing off their figure-skating skills and the clothes with fancy footwork and leg lifts. As an added activity for guests, the clothing company invited guests onto the ice, providing skates free of charge. (In fact, only one guest made it onto the ice, as few were appropriately dressed for the chilly exercise.)
Following the show, the guests returned to the terrace, where decorations hinted at a winter holiday motif—silver and black ornaments and large snowflake cutouts strung on white ribbon hung from the ceiling, sparkly silver cones sat on tables, and spray-painted snowflake shapes adorned the windows and mirrors. A coat rack holding a variety of coats, jackets, and parkas allowed guests to see the products up close.
To provide the nosh for the party, Murden brought in Foremost Glatt Kosher Caterers, a company that does all Weatherproof's events, to create a menu of hors d'oeuvres and treats. This included frozen hot chocolate and spiced hot cider, and nibbles like fish and chips in paper cones and wontons filled with black beans, scallions, and roasted pepper. For dessert, waiters passed mini oreo Tofutti sandwiches, apple beignets, and banana wontons.
—Anna Sekula
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Weatherproof Garment Company
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