LOS ANGELES — This time it’s for real.

That was the resounding message 7th on Sixth executive director Fern Mallis and her team delivered at a news conference Friday evening here in downtown, attended by 200 industry representatives, including designers as disparate as Rick Owens and Randolph Duke, Peter Cohen and Henry Duarte. And it was their mantra through the weekend as they made the marathon rounds of runway shows and parties.

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