LOS ANGELES — A runway show, complete with lights, sound, security, dressers and production for only $750?
That’s the rate 7th on Sixth announced Friday that it is offering for its smallest venue at the Downtown Standard during Mercedes-Benz Shows L.A., April 1-4. The Atelier, as the space is called, accommodates 200 guests and a 74-foot, U-shaped runway.
The other two sites are just as much a bargain. The mezzanine-level "Avenue" space features a 72-foot runway and holds 240 people at a cost of $1,200. The largest venue, The Lot, a tent on the parking lot adjacent to the hotel’s entrance, can seat 475 and fit an additional 125 standing along its 78-foot catwalk. The price: $3,500.
By contrast, the largest tent space at Bryant Park, where 7th on Sixth produces Mercedes-Benz Fashion Week in New York, can accommodate 1,000 guests at a cost of $39,500.
"We knew we had to offer something different to L.A. designers," said Fern Mallis, vice president of IMG and executive director of 7th on Sixth. Complimentary hair services are even being offered as part of Redken’s title sponsorship, also announced Friday. As reported, Vogue is also on board.
Funding is an issue anywhere, but it particularly has been a hot topic in the design community here, which struggles each season to stage shows that have mostly been long on enthusiasm but short on production quality. To wit, Michelle Mason was named Friday the first MBSLA recipient of an underwritten show. Mason’s have always been anticipated events during this city’s presentations; however, the designer had to skip the last two seasons because of a lack of sponsorship.
Across town in Culver City, Smashbox Studios was hatching the final details of its own fashion week series, March 31-April 3. Co-owner Dean Factor confirmed that Rami Kashou and Eduardo Lucero would show there, and that contracts were about to be signed with 12 other designers. Lighting packages start at $500, he said, and participants have complimentary access to Smashbox makeup artists.
Meanwhile, the California Market Center will again do a show calendar this season to keep track of all the events.
Etro’s show, titled “The Tree of Life,” was a celebration of the house’s 50th anniversary. “My father founded the company in 1968, which was the year of counterculture and psychedelia. It’s really a show that celebrates that and the paisley design of India and its origin,” said Veronica Etro. #wwdfashion #mfw #ss18 (📷: @delphineachard)
For @msgm’s spring 2018 show, creative director @massimogiorgetti said “Words, sounds, colors. Synthesis and therapy of a collection,” were the inspirations behind the collection, showing today. Read the rest of Milan spring 2018 inspirations on WWD.com. #mfw #wwdfashion #ss18
For her first solo album in over 10 years, Fergie tapped Carine Roitfeld, Mert and Marcus, Giovanni Bianco and more to create a fashion-focused video approach for the record, Double Dutchess. "Giovanni really helped me get back in touch with my tomboy side, my hardside," said the singer. #wwdeye #wwdfashion ( : @slovekinpics)
“Volumes and Graphic Art of the Nineties are the main inspirations of the new Aquilano.Rimondi SS 2018 collection,” said cocreative directors Tommaso Aquilano and Roberto Rimondi. #wwdfashion #mfw #ss18