Sure, IMG’s Mercedes-Benz Fashion Week in Los Angeles is not known for the high-fashion drama that fashion weeks in other cities like New York and Paris supply, and it's gotten some unfavorable press in recent days for its relatively lackluster appeal and reliance on skin exposure and B-list (or worse) celebrity for punch. Nevertheless, the local happenings, which officially ran from Sunday until yesterday at Smashbox Studios in Culver City, did include a handful of attention-getting entertainment, decor, and gift offerings in an environment packed with earth-minded ideas.
For its production, IMG focused on eco-friendly objectives along the themes of reduce, reuse, and recycle. A fuel-efficient locomotive transported production materials to Culver City, the production team built the tents at Smashbox using materials and staging structures that will be reused for future events, and organizers will donate the vinyl signage to the William Good Company, which will turn it into accessories to benefit Goodwill.This season as always, Smashbox's tented lobby showcased sponsors’ wares and services. DHL set up a shipping spot for showgoers to ship their gift bags (or anything else) to their offices (or anywhere else) without leaving the site. Glaceau Smartwater kept the crowd hydrated in the L.A. spring temps with bottles offered from ice-filled barrels—a useful tool against the stifling heat inside such show venues as the Lightbox, which can feel more like a sweatbox when full. And Rose’s Cocktail Infusions mixed signature drinks with throng-appropriate names like the Diva and the Fashionista.
American Express sold packages via its Web site to its card members to check out designers' collections, gain access to a greenroom hospitality area, and get a gift bag and free valet parking. (Parking at the congested Smashbox is a notorious challenge.) Proceeds from the sale of event packages will benefit the Council of Fashion Designers of America/Vogue Fashion Fund. (American Express unveiled the cardholder-access package at Fashion Week in New York this year.)
Title sponsor Mercedes-Benz entertained its guests in the Star Lounge at Smashbox—in a more spacious room than in past seasons—with production and design by Wendy Creed. Visions Lighting handled the lighting, Good Food catered, and Smashbox cofounder Davis Factor's photographs hung in the space, which featured mirrored coffee tables, Ultrasuede sofas, crystal chandeliers, and abundant white hydrangeas. “We try to change the lounge every year in every city,” said Mercedes-Benz’s New Jersey-based supervisor for brand and lifestyle events, Natascha Wolber. “Our theme overall is reflections, so this lounge is all about reflective surfaces, bold and oversize looks, and [Creed] really brought that to life.”
As to L.A. Fashion Week’s diminutive nature relative to New York (whose fashion week Mercedes-Benz also sponsors, along with Miami’s), Wolber said, “I think we realize that we are working with really different environments, and we respect L.A.’s individual appeal. New York has this seriousness to it; here I would call it a little bit more playful and casual. It’s a wonderful contrast.”
As for the fashion shows themselves, the Green Initiative Humanitarian show presented by the Gallery L.A. featured eco-friendly looks from a variety of designers shown on a bamboo-lined runway. (Some guests lauded the show’s mission; others grumbled that the models, who doubled as interpretive dancers, walked agonizingly slow and the show dragged.) Guests scooped up gift bags from Maine-based sponsor Sea Bags, which makes totes from recycled sails. An after-party took to the nearby Fred Segal Cafe.
Picking up the “Streets of Scandinavia” theme of its collection, Monarchy’s fashion show featured a runway covered in a decal that looked like a cobblestone street, complete with “Monarchy Collection”-emblazoned manhole covers. When the models took their final walks, snow fell on the catwalk in a production feat rare among L.A. fashion shows.
Closing the official slate of shows last night was the Pussycat Dolls’ lingerie debut, which came with a nominal 9 p.m. start time. At close to 10 p.m., the fire marshal turned away a tent full of standing-room ticket holders, saying firmly that the venue had reached capacity.
What that waiting horde of generally patient would-be showgoers missed was a runway show of close to 30 scanty looks, followed by singing, dancing, striptease, and an eight-song performance by the girl singers. (The whole scene was perhaps fodder for critics who dismiss L.A. Fashion Week as nothing more than celebrities of debatable caliber and shameless skin peddling.) Quincy Jones, Dr. Dre, and Diddy were in attendance, along with about 400 others. “We had to build a [performance] stage, so we weren’t able to get as many people in,” said Mike Vargas of People’s Revolution, which handled PR.
Tonight, although Fashion Week's official festivities are over, designer Jared Gold of label Black Chandelier will show at Union Station. The space will get a 190-foot-long catwalk, seating for 1,500, and a pop-up store selling items straight off the runway when the show ends. The event is free and open to the public.
“Normally, there are press and celebrities at these events—but they’re not who buy my clothes. Why not let those people in and let them see the entire line and give them a great place to shop?” the designer said in a press release. “The scale is enormous, bordering on ridiculous, and it is so much fun.” Local act Miss Derringer will play a set after the show. Evolutionary Media Group is handling PR and assisting on the production.
For its production, IMG focused on eco-friendly objectives along the themes of reduce, reuse, and recycle. A fuel-efficient locomotive transported production materials to Culver City, the production team built the tents at Smashbox using materials and staging structures that will be reused for future events, and organizers will donate the vinyl signage to the William Good Company, which will turn it into accessories to benefit Goodwill.This season as always, Smashbox's tented lobby showcased sponsors’ wares and services. DHL set up a shipping spot for showgoers to ship their gift bags (or anything else) to their offices (or anywhere else) without leaving the site. Glaceau Smartwater kept the crowd hydrated in the L.A. spring temps with bottles offered from ice-filled barrels—a useful tool against the stifling heat inside such show venues as the Lightbox, which can feel more like a sweatbox when full. And Rose’s Cocktail Infusions mixed signature drinks with throng-appropriate names like the Diva and the Fashionista.
American Express sold packages via its Web site to its card members to check out designers' collections, gain access to a greenroom hospitality area, and get a gift bag and free valet parking. (Parking at the congested Smashbox is a notorious challenge.) Proceeds from the sale of event packages will benefit the Council of Fashion Designers of America/Vogue Fashion Fund. (American Express unveiled the cardholder-access package at Fashion Week in New York this year.)
Title sponsor Mercedes-Benz entertained its guests in the Star Lounge at Smashbox—in a more spacious room than in past seasons—with production and design by Wendy Creed. Visions Lighting handled the lighting, Good Food catered, and Smashbox cofounder Davis Factor's photographs hung in the space, which featured mirrored coffee tables, Ultrasuede sofas, crystal chandeliers, and abundant white hydrangeas. “We try to change the lounge every year in every city,” said Mercedes-Benz’s New Jersey-based supervisor for brand and lifestyle events, Natascha Wolber. “Our theme overall is reflections, so this lounge is all about reflective surfaces, bold and oversize looks, and [Creed] really brought that to life.”
As to L.A. Fashion Week’s diminutive nature relative to New York (whose fashion week Mercedes-Benz also sponsors, along with Miami’s), Wolber said, “I think we realize that we are working with really different environments, and we respect L.A.’s individual appeal. New York has this seriousness to it; here I would call it a little bit more playful and casual. It’s a wonderful contrast.”
As for the fashion shows themselves, the Green Initiative Humanitarian show presented by the Gallery L.A. featured eco-friendly looks from a variety of designers shown on a bamboo-lined runway. (Some guests lauded the show’s mission; others grumbled that the models, who doubled as interpretive dancers, walked agonizingly slow and the show dragged.) Guests scooped up gift bags from Maine-based sponsor Sea Bags, which makes totes from recycled sails. An after-party took to the nearby Fred Segal Cafe.
Picking up the “Streets of Scandinavia” theme of its collection, Monarchy’s fashion show featured a runway covered in a decal that looked like a cobblestone street, complete with “Monarchy Collection”-emblazoned manhole covers. When the models took their final walks, snow fell on the catwalk in a production feat rare among L.A. fashion shows.
Closing the official slate of shows last night was the Pussycat Dolls’ lingerie debut, which came with a nominal 9 p.m. start time. At close to 10 p.m., the fire marshal turned away a tent full of standing-room ticket holders, saying firmly that the venue had reached capacity.
What that waiting horde of generally patient would-be showgoers missed was a runway show of close to 30 scanty looks, followed by singing, dancing, striptease, and an eight-song performance by the girl singers. (The whole scene was perhaps fodder for critics who dismiss L.A. Fashion Week as nothing more than celebrities of debatable caliber and shameless skin peddling.) Quincy Jones, Dr. Dre, and Diddy were in attendance, along with about 400 others. “We had to build a [performance] stage, so we weren’t able to get as many people in,” said Mike Vargas of People’s Revolution, which handled PR.
Tonight, although Fashion Week's official festivities are over, designer Jared Gold of label Black Chandelier will show at Union Station. The space will get a 190-foot-long catwalk, seating for 1,500, and a pop-up store selling items straight off the runway when the show ends. The event is free and open to the public.
“Normally, there are press and celebrities at these events—but they’re not who buy my clothes. Why not let those people in and let them see the entire line and give them a great place to shop?” the designer said in a press release. “The scale is enormous, bordering on ridiculous, and it is so much fun.” Local act Miss Derringer will play a set after the show. Evolutionary Media Group is handling PR and assisting on the production.
The Fashion Week scene at Smashbox Studios
Photo: BizBash
A clear tent covered the check-in area, which also housed a short step-and-repeat wall.
Photo: BizBash
Mercedes-Benz parked its cars inside Smashbox's lobby.
Photo: BizBash
Smashbox artists did makeup touch-ups in the lobby, at a brightly colored booth in shades of purple.
Photo: BizBash
Sponsor DHL's setup in the lobby offered shipping services.
Photo: BizBash
A decal of a street surface, complete with manhole covers, decorated Monarchy's runway.
Photo: BizBash
Snow fell on the models during their final walk at Monarchy's Thursday show.
Photo: BizBash
Wendy Creed designed Mercedes-Benz's Star Lounge to include crystal chandeliers and Ultrasuede sofas.
Photo: Silvia Mautner
