Why Macy's Glamorama Teamed Up With Fashion Rocks

For its 32nd annual fund-raiser, the retailer focused on a new party-centric format in collaboration with the return of New York's televised music and fashion show Fashion Rocks.

By Rose Curiel September 11, 2014, 1:58 PM EDT

Jason Derulo performed to a packed audience at Create Nightclub.

Photo: Chris Weeks/Getty Images for Macy's

New Yorkers weren’t the only revelers to celebrate Fashion Rocks on Tuesday night. The show may have taken to the Barclay Center in Brooklyn, but across the country at Hollywood’s Create Nightclub, Macy’s Passport Presents Glamorama also toasted the event with its first-ever Fashion Rocks party.

It was a move that went well beyond the standard creation of a new theme in order to inject the 32nd annual fund-raiser benefiting AIDS Project Los Angeles with a fresh feel.

Organizers’ decision to host a party—rather than the traditional sit-down fashion show followed by an after-party—made for more informal fashion presentations. Guests gathered around the club’s stage for the opportunity to view collections from Tallia Orange and 2Xist.

A lively performance from Jason Derulo shortly after the presentations contributed to the festive atmosphere, with guests receiving and then waving flashing glow sticks and rings throughout the artist’s three-song set.

Of course, guests could also take in the Fashion Rocks show from on-site screens. In a nod to the Brooklyn-based event, Macy’s senior manager of special events, Chris Dax, and her team also brought a rock ‘n’ roll theme to the nightclub, including unique decor elements such as a step-and-repeat decorated with albums covers and suspended records.

Once inside, guests could channel their inner rock star through such stations as tattoo and fake eyelash bars, or take in a variety of dancers dressed in rocker-chic outfits.

Prior to the Los Angeles leg of the tour, Macy’s Glamorama stopped in Minneapolis and Chicago, where rock themes also prevailed, though Fashion Rocks had no involvement. Glamorama wraps on September 12 in San Francisco.

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