Surf Hut Sets Scene for American Eagle's Summer Preview

By Anna Sekula February 2, 2011, 9:00 AM EST

Photo: Jeeyun Lee for BizBash

American Eagle Outfitters Summer 2011 Press Preview
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Two weeks ahead of New York Fashion Week's showings, American Eagle Outfitters gathered local fashion editors for a preview of its summer 2011 collection. The breakfast presentation on January 26, which didn't seem to suffer a shortage of guests despite the day's snowstorm, showcased more than 100 items from its American Eagle, Aerie, 77kids, and little77 collections in the showroom space above its 34th Street store. To help style the space, the retailer tapped freelance design consultant Scott de la Cruz of DLC Creative, who used driftwood, blown glass, surfboards, and draped fabric to fashion a suitably tropical setting for the event.

Separated by brand, the clothing was arranged into a series of vignettes; a painted wooden signpost helped attendees navigate the space. Soft hues and black-and-white posters established a more feminine setting for Aerie, American Eagle's collection of intimates, while bright colored rugs, leafy plants, and patterned beach loungers produced a vibrant look to match the wares of its namesake brand. Most noticeable was the build-out for 77kids, the year-old line of garments for children, which constituted a free-standing cabanalike structure, complete with a thatched roof, bamboo details, and surfboards.

To complement the decor, the menu of bite-size nibbles from Callahan Catering included tropical flavors, such as coconut smoothies and mini mango lollipops.

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