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."
For its lounge, the brand tapped Wendy Creed to create a bright, springlike space. GoodFood supplied snacks; bartenders served up signature cocktails using organic juices; and Smashbox did touchups. Mercedes-Benz shared press materials with journalists by way of a USB stick encased in plastic made to resemble the automaker's vehicle keys.
Red-clad models from BlackBerry donned trays similar to those worn by cigarette girls, giving guests a chance to check out the brand's phones. They also invited passersby to jot down their names and cell phone numbers on cards, which they entered into drawings to win new Blackberry Pearls. The brand gave away three phones every hour, texting winners with the news.
American Express is back this season, offering its members opportunities to buy packages to preview the collections and get access to receptions, makeup sessions with Smashbox artists, a hospitality lounge, free valet parking, and gift bags. Proceeds from the sale of event packages will contribute to the $500,000 American Express donation to the Council of Fashion Designers of America Vogue Fashion Fund.
"As the shows in L.A. have a more intimate feel than those in other markets, American Express has created tailored experiences that are in tune with the local atmosphere and fashion community," said the company's director of global sponsorship marketing, Jessica Igoe. "For instance, our post-show V.I.P. receptions allow cardmembers to directly interact with the insiders and influencers that are an integral part of the L.A. fashion scene. And this season we have made our packages available to all cardmembers, allowing a broader group that has a genuine interest in the Los Angeles fashion scene the opportunity to experience the shows.”
To keep guests going through the long days and evenings, Rose’s Cocktail Infusion is serving two signature cocktails at Smashbox's bars and lounges: Fierce (Rose’s Pomegranate Cocktail Infusions, vodka, and club soda garnished with edible, organic flowers) and Fabulous (Rose’s Pear Cocktail Infusions, vodka, and 7-Up, adorned with flowers). Flor de Caña is pouring its rum at the bar and in the green room and lounges.
Ultra HD's signature series Full Frontal Fashion is shooting on site at Smashbox, with James Aguiar gathering commentary from celebrities, designers, models, and editors. A one-hour special featuring the coverage of the collections will air in December.
Media sponsor Domino—which debuted its book Domino: The Book of Decorating Tuesday—selected and arranged the furnishings, flowers, and accessories in the space with a nod to this season's runway looks. For the first time in L.A., the shelter magazine will also host its "Domino Bazaar" shopping event, open to the public this weekend at H.D. Buttercup. (A private kickoff party takes to the space tonight.)
So what about that indeterminate fate of Mercedes-Benz Fashion Week in L.A.? "We are still exploring options," said Mercedes' Hill. "We love L.A. And we haven't made any decisions whatsoever." AmEx's Igoe added, “American Express is always looking for new and innovative ways to give cardmembers access. While it’s too soon to say what’s in store for 2009, we are continuously gathering feedback so we can create opportunities to experience fashion in the markets and venues that appeal to cardmembers most.”
