By  on August 17, 2009

Since its inception in February, Premium has come into its own.

“Premium really took off,” Christopher Griffin, WWDMAGIC show director, said, adding that the area dedicated to advanced women’s contemporary resources has more than doubled in size since launching in February.

The concept took shape as organizers of the Project trade show narrowed its focus to concentrate on more directional brands. In turn, they created Premium at MAGIC for brands with broader distribution.

Lines participating include Desigual, Buffalo Jeans, Velvet Heart, Royal Plush, Zoa and Lucky Brand Footwear. One line new on the roster, Divine Rights of Denim, will heighten buzz at the show with an appearance by Audrina Partridge of MTV’s “The Hills.” Partridge is the face of the denim brand, which specializes in jeans that retail for $78 or less.

Partridge, who will be on hand Sept. 1, is a good fit for the one-year-old company because “she’s confident and she definitely knows how to wear denim,” said Marlo Williams, Divine Rights’ sales manager.

At Premium, Divine Rights will show denim with python and leopard prints, denim in colors such as yellow and warm red, as well as dresses, shorts and dresses with jackets.

“The price point has helped us out in this economy,” Williams said of the Gardena, Calif.-based company, which counts Arden B. as one of its main accounts. The company opted to participate in Premium to show alongside its competition.

“We’re definitely among our peers here,” she added.

This edition of Premium is expected to showcase about 100 brands over 10,000 square feet. The area features lower booth heights and creates more of a stadium effect that organizers say is easier to manage. The uniform booths with white acrylic panels and metal trim sit on a floor of polished concrete in somewhat of a square, surrounding a lounge in the center.

MODEL: ERIN ZAJAC/CLICK; HAIR BY JOHNNY STUNTZ AT PHOTOGENICSMEDIA.COM;
MAKEUP by AMY CHANCE for NARS COSMETICS at CELESTINEAGENCY.com; stills by kristin burns; STYLED BY LEILA BABOI

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