NEW YORK — MAC & Milk’s logo isn’t the only thing evolving this fashion week.
This story first appeared in the September 2, 2010 issue of WWD. Subscribe Today.
Now in its third season, the initiative is continuing to grow, and this time, there are several developments, including a partnership with AOL, new automotive partner Audi of America and a slew of additional names on the schedule.
“The original concept of MAC & Milk — being a community incubator for emerging design talent — still remains, with many designers that were with us last time returning, and, at the same time, new designers joining us,” said John Demsey, a group president of the Estée Lauder Cos. Inc.
This season, MAC & Milk will host more than 40 shows and presentations. The lineup includes Altuzarra, Vena Cava, TH Redux, Erin Fetherston, Jeremy Scott, Pamela Love, Peter Som, Preen, Proenza Schouler, Costello Tagliapietra, Frank Tell, Alexander Wang, Billy Reid, Gary Graham, Graeme Armour, Juan Carlos Obando, LNA, Matthew Ames, Patrik Ervell, Julian Louie, Kim Ovitz, Jen Kao, Jeremy Laing, Peter Jensen, Rad by Rad Hourani, Richard Chai Menswear, Staerk, Suno and Temperley London.
In addition, Tara Subkoff will mark her return to fashion with her Imitation label, and other newcomers to MAC & Milk include The Row, Mandy Coon, L’Eclisse, The Blonds and Isabella Tonchi, and accessories makers Chris Habana, George Esquivel, Lulu Frost and Made Her Think.
The shows will take place from Sept. 9 to 16 at Milk Studios at 450 West 15th Street.
AOL will live-stream the designers’ shows on its StyleList.com site, which had 5.2 million unique visitors in July.
“We try to speak to a broad audience and translate what they need to know about fashion and beauty,” said StyleList.com director Diane Davis, who added the partnership will bring “these designers and their collections to our readers.”
The shows will also be live-streamed on the designers’ own sites, MAC & Milk’s new site MilkMade.com, as well as MAC’s Facebook page, which has over a million fans.
Parsons The New School for Design students will volunteer at the venue, and shows will be live-streamed at Parsons’ auditorium and closed-circuit television network.
Select industry executives will be given mobile devices to take photos at MAC & Milk, which will be edited and uploaded to MilkMade.com.
“We think all this brings the energy and the vibe about what this is all about to countless people who are fans of fashion, makeup and design, not just in New York City, but all over the world,” said Demsey.
The initiative will also offer a “Starting Your Own Business” panel discussion to students from the city’s design schools, which will also be live-streamed on AOL.
For the first time, MAC & Milk is working with the Meatpacking District Initiative to support events and after parties around the neighborhood and coordinating the show schedules to maximize the opportunities for all businesses in the area. Mazdack Rassi, founder and creative director of Milk Studios, explained that MAC & Milk always had a more comprehensive vision. “It wasn’t just about what went on in the building, but also all the young designers that are downtown and in their showrooms,” Rassi said.
Audi is providing a fleet of 2011 A8 cars to help VIP guests with transportation to and from Milk Studios during fashion week.