| EVENT REPORT 02.09.09 10:00 AM |
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| Mutual Needs |
| Designer Victorya Hong collaborated with Schwarzkopf & Henkelto to host a joint event that showcased her fall collection and the German-based cosmetics company's new haircare line. |
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Necessity is the mother of invention. At least that was the sentiment echoed by fashion designer Victorya Hong and Kathy Alaama, the vice president of marketing at Schwarzkopf & Henkel, about the decision for a joint event Thursday night. Held at Arena, the two-hour showcase introduced Hong's fall 2009 Na.be collection and the Guardian Angel line of Got2b hair products from the German-based cosmetics giant.
"I saw it as a great opportunity," said Hong. "Funding a show is always a big hurdle." Alaama added, "More than ever, everyone needs to think about how we can help each other, find a way to progress, and join together with brands that share an affinity with each other."
Indeed, the partnership allowed Hong to cover the costs of showing while giving the Got2b brand a platform to target busy fashion and beauty editors before the flurry of Fashion Week shows. |
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PHOTO GALLERY |
 | During the cocktail reception, Got2b demonstrated its new hair styling products at three stations placed on the venue's tiers.
Photo: Alison Whittington for BizBash |
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 | Following the reception, Victorya Hong debuted her fall 2009 Na.be collection of clothing, using the models with hair that had been styled at the stations.
Photo: Alison Whittington for BizBash |
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 | Partnering with Schwarzkopf & Henkel enabled Hong, a former Project Runway contestant, to showcase her new clothing collection.
Photo: Alison Whittington for BizBash |
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 | The presentation allowed guests to mingle before and after the presentation; cocktails and nibbles were served throughout.
Photo: Alison Whittington for BizBash |
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Inside the venue, producer Frederick Anderson of Anderson Hannant utilized the tiered layout to the advantage of both companies. The setup, which could easily have been an awkward arrangement where one brand overshadowed another, placed three styling stations on the elevated platforms and a short catwalk in separate sections. To integrate the two, hair styling demonstrations during the cocktail reception used models from the runway show; the girls later hit the catwalk with their new 'dos.
"You can't just talk the talk, you've got to walk the walk. There's nothing like seeing and feeling," said Alaama.
As an additional facet to the night, Schwarzkopf & Henkel made a donation to the Global Angels Foundation, which funds programs to feed and educate children in developing countries.
—Anna Sekula
RELATED TOPICS
Victorya Hong, Schwarzkopf & Henkel
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