Designers, Editors and Guests celebrate a successful inaugural season in Damrosch Park as New York reclaims its place as Fashion Capital of the World
New York, NY (September 21, 2010) As the final day of the Spring 2011 Collections came to a close at Lincoln Center, it became clear that over the last week, Mercedes-Benz Fashion Week an IMG event, had made an indelible mark on the fashion industry. The week kicked off with a press conference hosted by Mayor Bloomberg and IMG’s Ted Forstmann, where they proclaimed the 1 subway line, The Fashion Line.
“This was a momentous season for us,” said Peter Levy, Senior Vice President and Managing Director of IMG Fashion Worldwide. “We are extremely pleased with the industry’s response of the Event and its new home as well as the success of the shows this season.”
The event went through a significant upgrade this season, providing news services to all of its designers, guests, the media and sponsors with advanced digital offering, streamlined communication, expedited check in, expanded production capabilities, among others. Overall, these enhancements were incredibly well received by the fashion industry, with many excited by the refined prominence and elegance of the venue.
Over the course of eight days designer runway shows and presentations were hosted by established brands and emerging designers such as Nicholas K, Project Runway, Richard Chai, Ruffian, Christian Siriano, Bensoni, Farah Angsana, VERRIER, Concept Korea, Richie Rich, Guli Collections, Tadashi Shoji, BCBGMAXAZRIA, Duckie Brown, Michael Angel, Buckler, EDITION Georges Chakra, Ports 1961, Alexander Berardi, Nicole Miller, Academy of Art University, Lacoste, Binetti, Cynthia Rowley, Jill Stuart, Prabal Gurung, ADAM, Yoana Baraschi, Vivienne Tam, Mik Cire, Charlotte Ronson, Z Spoke by Zac Posen, Venexiana, Derek Lam, Timo Weiland, Lela Rose, Malandrino, DKNY, Rebecca Taylor, Rebecca Minkoff, Max Azria, Diane von Furstenberg, Trias, Y-3, Global Glam Collection, Custo Barcelona, Tommy Hilfiger, Vassilios Kostetsos, William Tempest, Jenny Packham, Carolina Herrera, Carlos Miele, Diesel Black Gold, Tracy Reese, Donna Karan New York, Monique Lhuillier, Yeohlee, Herchcovitch;Alexandre, Betsey Johnson, Leifsdottir, Perry Ellis, Elie Tahari, Monique Péan, Badgley Mischka, Vera Wang, Rosa Cha, Bibhu Mohapatra, Hervé Léger by Max Azria, Dennis Basso, Luca Luca, Sophie Theallet, Tibi, Narciso Rodriguez, Toni Francesc, Bill Blass, Tory Burch, Michael Kors, Nanette Lepore, General Idea, Adrienne Vittadini, Gottex, Milly by Michelle Smith, Eva Minge, Odd Molly, Anna Sui, Mackage, Zang Toi, J. Mendel, Ralph Lauren, Andy & Debb, Isaac Mizrahi, Davidelfin, Argentina Group Show, Calvin Klein Collection Women’s, Rebecca Moses, Naeem Khan, L.A.M.B. and IVANAhelsinki.
Mercedes-Benz Presents Designer Carolina Herrera showcased her latest collection on September 13th and was recognized throughout the industry for her impeccable style and sophisticated designs. Beyond the runway designs Mercedes-Benz featured two new sleek vehicle displays with 2011 E550 Cabriolet and custom design Mauritius Blue paint and porcelain interior that also incorporated this season’s key visual with Mercedes-Benz Brand Ambassador Milla Jovovich, and a first look at the new 2011 CL63 AMG in Magnetized Black edition paint. A highlight of the event was the collaboration between design consultant Carlos Mota and fashion icon IMAN to create the Mercedes-Benz Star Lounge, the first display of the new IMAN Home design collection. The lounge played host to dozens of celebrities and designers throughout the week.
“Anyone that attended the inaugural season of Mercedes-Benz Fashion Week at Lincoln Center could feel the energy from the runway shows to the lobby — it could not have been more exciting,” said Lisa Holladay, Manager of Brand Experience Marketing for Mercedes-Benz USA. “Along with all the volunteers and supporters, it was the designers that truly made it happen with a range of collections that engage and inspired us all throughout the entire week.”
Celebrities spotted front row to lend their support for their favorite designers included Milla Jovovich, Sarah Jessica Parker, Leighton Meester, Serena Williams, Ed Westwick, Rashida Jones, Kanye West, Jason Lewis, Kristin Cavallari, Coco Rocha, Rachel Bilson, Ashlee Simpson, Kelly Osbourne, Nicky Hilton, Courtney Love, Kimora, Samantha Ronson, Jay Sean, Amanda Hearst, Robert Verdi, Molly Sims, Omarion, Andy Cohen, Elisa Sednaoui, Deborah Cox, Eric McCormack, Iman, Veronica Webb, Katrina Bowden, Kelly Rowland, Debora Cox, Angela and Vanessa Simmons, Mel B, Solange Knowles, Nastia Lukin, Julia Jones, Rachel Zoe, Claire Danes, Olivia Palermo, Jessica Simpson, Heidi Klum, Tyson Beckford, Perrey Reeves, Poppy Delevingne, Jamie-Lynn Sigler, Michelle Trachtenberg, Carmen Electra, Cassie, Jessica Szohr, Alison Brie, Alexis Bledel, Leigh Lezark, Gabrielle Union, Jordin Sparks, Brandy, Denise Richards, Kelly Bensimon, Melissa George, Lauren Bush, Sarah Wynter, Jay Alexander, Michael Urie, Tessa Thompson, Keisha Wittaker, Diddy, Kendra Wilkinson, Shannon Elizabeth, Kerry Washington, Rebecca Romijn, Greta Gerwig, Marin Ireland, Mickey Sumner, Katie Lee, Nigel Barker, Aisha Taylor, Perry Farrell, Alan Cumming, Jay Manuel, Kristin Chenoweth, Stanley Tucci, Peaches Geldof, Elisabeth Hasselbeck, Natalie Morales, Wonder Girls, The National, Marsha Thomason, Noel Marin, Sherri Baum, Marcia Gay Harden, Camilla Romestrand, among others.
American Express® hosted cardmembers in the exclusive American Express® Skybox to view the collections that showed in the Theater and the Stage, with all proceeds of cardmember ticket sales benefiting the CFDA/Vogue Fashion Fund. Additionally, for a special treat American Express® partnered with esteemed Mercedes-Benz Fashion Week designer Tory Burch for an encore presentation of her Spring 2011 Collection to nearly 800 cardmembers with ticket sales benefiting the Tory Burch Foundation. Guests enjoyed a one-of-a-kind event to view the Collection, meet and greet with Tory and have their photo taken at the American Express® photo booth.
Maybelline New York, the #1 make up brand in the world, returned as the brand of choice backstage and on the runway. Lead by global make-up artist, Charlotte Willer, Maybelline created show-stopping looks at some of the best shows of the season, including BCBGMAXAZRIA, Vivienne Tam, Z Spoke by Zac Posen, DKNY, Custo Barcelona, Carlos Miele and L.A.M.B.
Official Logistics Provider of Mercedes-Benz Fashion Week, DHL was on hand to greet guests as they entered the venue at the DHL Information and Guest Services Desk.
W Hotels Worldwide launched the Fashion Next program, sponsoring the presentations of emerging designers including Monique Péan, Bibhu Mohapatra, Sophie Theallet, Timo Weiland and Rebecca Moses. After Mercedes-Benz Fashion Week the partnership will continue with these designers on the road as they take these designers for trunk shows and presentations in W Hotels around the world.
TRESemmé, the official hair care sponsor of Mercedes-Benz Fashion Week returned for its fifth season running, to create some of the most popular runway looks. The TRESemmé Salon & Lounge – the only two-story space inside the tents – boasted a salon on the upper level where TRESemmé celebrity stylists provided complimentary dry styling and downstairs there was a professional photographer to capture guests’ runway ready looks on camera for social networking.
AOL returned as host of the AOL Media Lounge, which was one of the most popular spots in the entire venue. A full-service working media space in the center of the action, the AOL Media Lounge provided a unique environment for press attendees covering Mercedes-Benz Fashion Week to lounge, files their stories, recharge electronics, upload images or just take a break from their busy day.
Cambria Cove “The Official Gift Retailer” of Mercedes-Benz Fashion Week teamed up with designer Rachel Roy to develop a limited edition accessory collection offering chic, print-enthused digital accessories, including an e-reader cover, iphone cover/case and other travel accessories. The partnership was announced on September 14th at a beautiful outdoor reception at the event. Additionally, Cambria Cove designed the Official Event VIP gift bag which was distributed to celebrity guests, VIPs, select media, editors and sponsors.
FIJI Water, the leading imported premium bottled water, held several fashionable activities throughout Mercedes-Benz Fashion Week including collaborations with renowned designers, Christian Siriano and Charlotte Ronson. Both trendsetting designers created exclusive looks inspired by FIJI Water’s iconic square bottle, pristine source and distinctive taste. FIJI Water kept the fashion set hydrated for the 90+ shows at Lincoln Center throughout the week.
Starbucks® Bottled Coffee Frappuccino® supplied delicious, low-fat and creamy Starbucks Frappuccino® coffee drinks to event attendees. Frappuccino products were available throughout the event including the lobby, hospitality lounges and backstage.
For guests who needed something a little extra to relax, EFFEN® Vodka created the perfect cocktails for this season of Mercedes-Benz Fashion Week. Guests had the pleasure of indulging in their two signature cocktails, the “EFFEN® Hautini” and “EFFEN® Picture Perfect.”
Sherry-Lehmann Wine & Spirits, the Official Wine and Spirits Retailer of Mercedes-Benz Fashion Week, poured exciting champagne selections from their cellars for invited guests and VIPs all week long. The height of their involvement was the launch of “The Andy Warhol Collection by Dom Pérignon” which was showcased at a few key private on-site hospitality events.
Kim Crawford Wines, the event’s official wine poured their award winning 2009 Sauvignon Blanc and 2008 Pinot Noir wines from Marlborough, New Zealand in the lobby. Also accompanied with the “Go Vino” stem-less glasses of wine were premium hand massages daily. Using high-end skin-care products, also originating in New Zealand, guests were pampered and primped in-between viewing the industry’s’ hottest trends.
To keep guests from being overly “fashionably late” while enjoying their drinks, Hublot, the official timekeeper of Mercedes-Benz Fashion Week sponsored five wall clocks to keep track of time in the top fashion capitals of the world: New York, London, Paris/Milan, Geneva and Tokyo. Hublot’s Tutti Frutti Collection offered guests the perfect timepiece to follow all shows and allows them to make a fash¬ion statement without having to be “fashionably” late.
First time sponsor ideeli, brought the event to its members by providing incredible “front row” access through an online “shop in shop” featuring daily sales from designers showing at the event as well as other Mercedes-Benz Fashion Week exclusive promotions for members.
The New York Times, dedicated sponsor of Mercedes-Benz Fashion Week since day one, introduced branded video content in New York City taxi cabs, as well as street banners throughout the Lincoln Center BID in addition to their daily play-by-play coverage.
Guests were also invited to celebrate the breadth and depth of designers showcasing collections in the Mercedes-Benz Fashion Week Accessories Exhibit. As a vital, enduring, irresistible facet of the fashion industry, this season’s exhibit features shoes from Spain, couture jewels and much more. Participants included: Allegri, Couture Jewelers (designers: Andrea Fohrman, Gurhan, Paul Morelli, Sally Sohn, Scott Kay & Yossi Harari), ICEX (designers: Biviel, Chie Mihara, Magnanni, Pretty Ballerinas, Pura López & Sendra), Hublot, Lena Erziak, Marcolin (designers: D Squared 2, John Galiano & Tod’s) and Radley London.
As Mercedes-Benz Fashion Week comes to a close, we are reminded that it would not have been possible without the support of our sponsors; Mercedes-Benz, DHL, American Express®, Maybelline New York, TRESemmé, Starbucks Frappuccino® Coffee Drink, W Hotels Worldwide, AOL Inc., Kim Crawford Wines, Cambria Cove, ideeli, FIJI Water, EFFEN® Vodka, Sherry-Lehmann Wine & Spirits and Hublot as well as the following media outlets: The New York Times, Women’s Wear Daily and Getty Images.