Goodbye Maritime, hello highway. Fashion week insiders hoping to get invited to an after party at a trendy three-star restaurant with a superstar chef will likely have to wait until next year. There’s a DIY attitude sweeping through this season, with most opting for rented raw spaces, preferably as close to the West Side Highway as possible. Have no idea where you’re going? That probably means you’ll have a better time.
On Thursday, DKNY Jeans hosted a party in an unfinished venue at 547 West 21st Street, the same location Calvin Klein is using next Thursday for the launch party of its new fragrance, Euphoria.
“It’s literally a raw space. There’s nothing there except toilets,” said Malcolm Carfrae, a spokesman for Calvin Klein.
So what did the design house find attractive about it? Senior vice president of global advertising and communications Kim Vernon weighed in, claiming it was the ability to create an “experience” from scratch.
“The whole idea of a fragrance is to bring people into a dream and there’s no existing space that can convey that,” she said. “A restaurant is the dream of Jean-Georges or Keith McNally. That’s their dream, this is ours.”
By the time the team at Calvin is done, they promise the room will look “very lush and very beautiful.”
Stephen Gan, the editor of Visionaire, has no such hopes for MisShapes, a dank West Village nightclub he’s rented out for a party tonight.
“Personally, I am yearning for a dive,” he said. “I feel like things have gotten too polished and too slick. You don’t hear the word ‘yuppies’ anymore, but many of these big restaurants tailor to today’s equivalent. I’m looking for more underground spaces that have a vibe that’s closer to the New York I knew when I first moved here in the early Nineties.”
Other Fashion Houses Partying This Week — but at more established event spaces:
MONDAY: Marc Jacobs after party at Cipriani 23rd Street.
TUESDAY: Matthew Williamson after party at Guest House.
This story first appeared in the September 10, 2005 issue of WWD. Subscribe Today.
WEDNESDAY: Cartier’s “A Night in Cartier Paradise” at Gotham Hall.
THURSDAY: Zac Posen after party at the Soho Grand Penthouse.
FRIDAY: Proenza Schouler dinner at La Esquina for Corzo Tequila.
And for those loathe to hop off the social merry-go-round, there’s always another party around the corner, literally. The Director’s Council of the Museum of the City of New York and Nina Ricci are hosting “The Three Graces” fete on Sept. 19.