Saturday, October 11, 2008

L.A.Fashion Week



THE BIRTHPLACE of haute denim and home to red carpet events that beam celebrities in designer gowns into millions of homes from Burbank to Belfast, Los Angeles is unique in its ability to serve up clothes that are not just coveted from afar but are worn by real people. Add to that the 24/7 celebrity exposure of every bag and shoe that steps out to Coffee Bean & Tea Leaf, and the City of Angels is arguably the most influential style city in the world.And yet, Los Angeles Fashion Week has never really taken off, partly because organizers have tried to make it fit the template of other fashion weeks around the globe, where success is a front row stocked with retail buyers and New York magazine editors. Because it's being judged by that yardstick, it falls short, and many influential local designers see no reason to show their work here. It also suffers from being an industry-insiders-only club in a city that thrives on pleasing the masses.


So brothers Dean and Davis Factor's announcement this week that the Mercedes-Benz Fashion Week at Smashbox Studios -- which kicks off today in Culver City -- would be the last under their five-year partnership with events producer IMG (which organizes fashion weeks in New York, Miami, Berlin and Mumbai, India, among other cities) provided an opportunity to dream. What would Los Angeles Fashion Week look like if it were built from the ground up, instead of being cobbled together from competing events, as the 10-season IMG-Smashbox partnership was when it launched in March 2004? What kind of showcase would play to the strengths of L.A.'s $33-billion-plus apparel business at the intersection of popular culture and popular fashion?In the spirit of fantasy football, the Image staff has created a "fantasy fashion week." It's a modest proposal that could raise as many logistical problems as it solves. But it rethinks the basics -- the key elements that have the power to establish Los Angeles Fashion Week as a must-see for the design world and beyond. What would that take?

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