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.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast