Losing the sponsorship of Mercedes-Benz and Davis Factor, co-owner of Smashbox Studios, which has produced the twice-yearly Mercedes-Benz Fashion Week runway shows in partnership with events producer IMG for the last 10 seasons, told The Times that he needed to focus on other things until Fall of 09.
This leaves GenArt and BOXeight the only two putting on multi-designer shows, which in the end decided to team up at the Los Angeles Theatre. In true GenArt Style however, the admission was “general” therefore party-goers were there to well… party and not necessarily work. The event could have done a LOT better with more buyers and stylists that would actually help the businesses of these young designers.
A shame really, as there was some great talent on the runway. Our favorites were Grai (but then again we love Rick Owens and Maya Yogev, the designer, worked under him for two years) for the deconstructionist outlook so famously worn by LA native Mary Kate Olsen. And Raquel Allegra for her almost sandy Galliano does LA type of situation.
Locations packed with reality stars and lots of late 80’s early 90’s influence such as neon and leggings plagued the runway. There was however innovation and a bit of originality coming from CoLA Fashionweek, sponsored by the waist-line conscious Coke Zero.
Creating a space (the Lady Liberty Building was host) where young designers could flourish not only in a party setting, but where viewers who were more professional in nature could actually think about purchasing a garment or two. Retailable collections such as Eksempel and with their new take on the motorcycle jacket and Fremont Apparel Co.who literally “flirted” with the 1920’s genre produced good efforts for both the consumer and press (unfortunately neither line is based in LA).
Here’s hoping that next October things are pulled together, after all we can’t have Hollywood moving to Paris or Berlin just for the sake of clothing now can we?
-Lynn Furge
