Three years ago in Los Angeles, Lee Trimble (named Gen Art’s fashion director at the beginning of this year) created a different format for the organization’s fashion program, dubbed “the New Garde,” and this year she brought it to February’s New York Fashion Week. The museumlike presentation at the Waterfront, with models posing in display booths and vignettes, eliminated the risk of delayed starts and poor views from the back row—allowing guests to view the designs up close over a two-hour period, examining the fall lines from Geren Ford, Form, and ChrisHabana. XA, the Experiential Agency’s creative director, Darren Andereck, and executive producer Jessie Loma worked with Trimble, and the designers to produce the event. The event drew some 1,400 attendees, including Project Runway winner Jay McCarroll.
—Anna Sekula
—Anna Sekula
GenArt did away with the traditional catwalk show, introducing its “New Garde” format that gave guests and photographers unobstructed views of each show.
Photo: BizBash
Models interacted with props at each of the four areas of Geren Ford’s installation, which was created by Trimble, commercials director Olivier Gondry (brother of Michel), and the Experiential Agency.
Photo: BizBash
The design was stark for design collective Form’s vignette, with white-on-white staging where the models stood motionless on large, slanted letters that spelled out the label’s name.
Photo: BizBash
A small tiered structure encircled with votive candles marked ChrisHabana’s area at the rear of the long, narrow venue.
Photo: BizBash
Even the product display at Peroni’s bar had a museum-style look.
Photo: BizBash
White lounges interspersed throughout the space allowed guests to mingle during the cocktail hour and relax between vignettes.
Photo: BizBash
