By D. Channing Muller Posted September 27, 2011, 4:04 PM EDT
Tysons Galleria’s third annual All Access Fashion event took over the Virginia mall this past weekend with presentations and fashion shows from big-name designers like Elie Tahari and Tory Burch. The showcase brought together 50 of the mall's retailers—and nearly 2,000 consumers—for three days of fashion shows, in-store promotions, and business discussion panels on the main stage and ancillary presentations around the mall.
“It was an opportunity for us to move the traffic throughout the center and touch as many retailers as we could, and [allow consumers] to experience all the gallery has to offer,” said galleria general manager Rich Dinning. “Most people aren’t invited to Fashion Week, so this is an opportunity for us to bring that to our consumers and really try to reciprocate some of the excitement that goes along with those events in Paris and New York.”
Coordinated by the Aba Agency, the event began on Thursday night, with about 100 people attending a fashion-focused panel about the state of the industry and new innovations, moderated by Jennifer Berger, editor in chief of The Washington Post’s Fashion Washington publication. Friday night spotlighted Saks Fifth Avenue’s fall 2011 designer evening wear with a special fashion show at center court, preceded by a cocktail reception for 350; the reception included a silent auction, from which 100 percent of the money raised benefited the Make-a-Wish Foundation of the Mid-Atlantic. The foundation also raised money by selling its signature donation stars for $75 throughout the weekend.
Saturday had nine brands including Nicole Miller, Elie Tahari, Karen Millen, and Betsey Johnson hosting fashion shows on the main stage. Advanced Productions also set up roving runways throughout the mall with models from Vineyard Vines, Anthropologie, and other companies posing on three spotlit pedestals.
Sponsors Ritz-Carlton, Capitol File, and Maserati, and a collection of the in-house restaurants created four lounge areas in different spots around the mall. The Ritz-Carlton Tysons Corner provide cooking decorating demos and spa services, the Capitol File lounge offered lipstick touch-ups and a raffle for gift certificates to Vidal Sassoon, and the restaurants provided tastings throughout the day on Saturday. Maserati sponsored the newest activation this year, targeting male consumers with three luxury cars on display and a lounge grouping from BoConcept.