LOS ANGELES — Four designers are getting a leg up on the runway presentations here at the end of the month.

Mercedes-Benz Shows LA, the West Coast installment of 7th on Sixth, announced late Monday it is underwriting the venues for Petro Zillia (designed byNony Tochterman), Louis Verdad, Alicia Lawhon and Twelfth Street by Cynthia Vincent. The grant picks up the tab of the location, including lighting, staging and promotion.

“All that’s left for the designers is their show producer, models and clothes,” said Fern Mallis, 7th on Sixth executive director. “We’re not in for the short haul. We just celebrated our 10th year in New York, and look forward to doing the same in L.A. some day.”

Showing Oct. 30 at the 250-seat University space, located inside downtown’s landmark University Club, Verdad and Lawhon save the $2,250 cost; Petro Zillia, $4,500 at the 500-seat Club, also in the building, and Vincent saves $1,250 showing at the 203-capacity Avenue, located across the street at the Downtown Standard Hotel — the hub for Mercedes-Benz Shows LA.

Verdad is a relative newcomer, having bowed last season as part of the Gen Art Fresh Faces show. Stylist Arianne Phillips spotted him there and soon after clothed Madonna in his tailored, Marlene Dietrich-inspired suitings and separates. “It’s really great to be taken seriously about the work you do,” said Verdad. “I feel like I have even double the responsibility to go all the way.”

Vincent introduced Twelfth Street, a chic, street-minded contemporary line, to good reviews at Mercedes-Benz Shows LA last April. Lawhon is known for her craft-intensive designer contemporary women’s and men’s wear, and the Petro Zillia brand’s signature is a romp of color and quirkiness.

Other designers signed on to show at the four-day program, Oct. 28-31, include Nicole Miller, Richard Tyler, Michelle Mason, Sue Wong and Eduardo Lucero.

load comments
blog comments powered by Disqus