France's designer jeanswear labels Red Soul and Soul Edge, together with clothing distributor Outsourcing International/F.L.A.G., wanted to create awareness of their entry into the North American market. So as the venue for their launch party, they selected the Drake Hotel's outdoor lounge, the Sky Yard. For good measure, they added a few special attractions: sexy greeters in French maid costumes from Moxie Promotions, models in street gear from Nam and Elmer Olsen with hair by Salon Jie and makeup by L'Oreal, soulful house beats by DJ Joe Rizla, and a surprise musical performance by Haydain Neale, the dynamic front man of funky pop outfit Jacksoul.
Brill Communications director of communications David Hopley worked with Jasmine Baker, the Drake's director of special events, to organize the event. In addition to creating an evening that would help build awareness of Red Soul and Soul Edge, Hopley and Baker also sought to underscore the labels' French origins-a key factor differentiating them from their competitors in the crowded North American jeanswear sector. So they incorporated a host of French touches, from the Aliz? Bleu cocktails to the mini baguette appetizer squares made with peameal bacon and Dijon mustard, to the packages of imported French cigarettes on the tables.
As hip-hoppers Matisse and the Playgroundwere setting up, graffiti artists from Skam went to work on blank canvases at the front of the space. Initially, the seen-it-all crowd was skeptical, but they were quickly won over as the artists transformed the canvases into intriguing works of art in yellows, oranges, and blues.
The evening ended with the customary handing out of gift bags-only in this case, the primary loot was the bag itself. Organizers supplied a custom-designed canvas shoulder bag shipped from France for the occasion. Inside, guests found a range of goodies, including condoms, cell phone charms, and T-shirts emblazoned with the Red Soul and Soul Edge labels.
—Robyn Small
Brill Communications director of communications David Hopley worked with Jasmine Baker, the Drake's director of special events, to organize the event. In addition to creating an evening that would help build awareness of Red Soul and Soul Edge, Hopley and Baker also sought to underscore the labels' French origins-a key factor differentiating them from their competitors in the crowded North American jeanswear sector. So they incorporated a host of French touches, from the Aliz? Bleu cocktails to the mini baguette appetizer squares made with peameal bacon and Dijon mustard, to the packages of imported French cigarettes on the tables.
As hip-hoppers Matisse and the Playgroundwere setting up, graffiti artists from Skam went to work on blank canvases at the front of the space. Initially, the seen-it-all crowd was skeptical, but they were quickly won over as the artists transformed the canvases into intriguing works of art in yellows, oranges, and blues.
The evening ended with the customary handing out of gift bags-only in this case, the primary loot was the bag itself. Organizers supplied a custom-designed canvas shoulder bag shipped from France for the occasion. Inside, guests found a range of goodies, including condoms, cell phone charms, and T-shirts emblazoned with the Red Soul and Soul Edge labels.
—Robyn Small
Greeters in French maid costumes from Moxie Promotions served green cocktails to arriving guests at the Drake Hotel's Sky Yard during the North American launch of the Red Soul and Soul Edge jeanswear labels.
Guests received French cigarettes, condoms, and cell phone charms to underscore the French origins of the Red Soul and Soul Edge labels.
Models from Nam and Elmer Olsen strutted in designer gear with hair by Salon Jie and makeup by L'Oreal.
Graffiti artists from Skam created cool works of art as guests watched.
