MTV gets fashionable as the audience gets noisy at “Direct Effect Presents: Fashionably Loud.”
This story first appeared in the November 7, 2002 issue of WWD. Subscribe Today.
NEW YORK — When it comes to fusing music and fashion, no network can do it quite like MTV.
Whether it was the sound of cheering fans or blasting tunes, Roseland reverberated loudly Oct. 30 when MTV took over to showcase the latest in urban fashion and the newest in hip-hop music. The show, “Direct Effect Presents: Fashionably Loud,” is scheduled to air on MTV Nov. 28 at 8 p.m., but a lucky group of fans had the chance to see it first as they surrounded the runway to watch models strut and listen to singers Eve, Fat Joe, Ginuwine, Cam’Ron and the X-ecutioners.
The event was hosted by model Molly Sims and MTV veejay La La, with Baby Phat designer Kimora Lee Simmons covering the backstage scene as models dressed for their entrances. Clothing lines featured during the show included Rocawear, Phat Farm, Baby Phat, Triple 555 Soul, Lady Encye, Catch a Fire, JLo by Jennifer Lopez, FJ560 and Sean John.
Last February, MTV aired “Fashionably Loud Presents: Sports Illustrated Swimsuit 2002,” which highlighted bikini-clad Sports Illustrated models showing the latest in swimwear fashions. The program gave viewers a behind-the-scenes look at the newest SI Swimsuit Edition, as singers such as Enrique Iglesias, Tyrese and Crazytown performed.