Downtown Label Puts Fashion Show on Skates

Replay looked to a roller derby for models to showcase its new collection on a catwalk outside its SoHo store.

September 22, 2006

With Fashion Week officially over, fashion label Replay lured clothes-minded folks to its downtown fashion show by putting roller-skaters on an outdoor catwalk. As a contrast to the (typically) more conservative shows at the tents, the Italian brand gave the 500 or so attendees a sexy spectacle by using its relationship with the Gotham Girls Roller Derby (Replay sponsors the roller-skating league) to bring in 35 real women—not professional models, that is—to show off the spring/summer 2007 collection.Held under a tent on the sidewalk outside the label’s SoHo store, the show took place on an elevated runway and featured the skating skills of league members such as Tramp O’Lean and GoGo BaiBai with kinky commentary provided by Ginger Snap and rock music from DJ Lars. Later, at the after-party inside the store, Darlinda Just Darlinda supplied more risqué entertainment—burlesque dancers.

The Promotion Factory, the brand’s PR and marketing firm, worked with independent planner Lynne O’Neill, MannoMedia, and Jono Productions to manage, design, and produce the event.

—Anna Sekula

Posted 09.22.06

Photos: SGP Italia

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