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With next month’s New York Fashion Week fast ap-proaching, MAC Cosmetics & Milk Studios are revving up for their second go-round with an expanded roster of shows, presentations and special events.
This story first appeared in the January 29, 2010 issue of WWD. Subscribe Today.
Already at capacity, MAC & Milk will have 32 runway shows and presentations at the West 15th Street space this time around, a significant uptick compared with the 25 held in September. Among the newcomers will be Jeremy Scott, who has shown in Paris and London in recent seasons; McQ by Alexander McQueen; Patrik Ervell; Richard Chai Men’s Wear; Suno, and Johan Lindeberg’s new collection Paris68.
MAC & Milk will host the after party for another newbie, LnA. Designed to double as a kick-off party, the event will feature Ryan Gosling’s band, Dead Man’s Bones, and other performances as well as DJ sets by Harley Viera-Newton, Cassie Coane and Zach Shields.
Surf Lodge, the popular Montauk hangout, will set up a pop-up outpost on the eighth floor, with chef Sam Talbot debuting new delicacies for a Thursday-through-Sunday menu. BMW is returning as the official automotive sponsor and students from Parsons The New School for Design will once again serve as volunteers.
As his company heads into its second collaborative season with Milk Studios, the Estée Lauder Cos. Inc. group president John Demsey said, “We really wanted to make MAC & Milk a one-stop shop with makeup artists, show and event space and a restaurant space.”
In addition to the aforementioned downtown lineup, MAC will be involved with 45 other shows and presentations in Bryant Park or off-site for a total of 77, Demsey said. To mark their partnership, MAC & Milk has developed a limited edition collection of 14 key backstage products used by MAC makeup artists. From Feb. 2 to 22, this MAC & MILK collection will be sold on maccosmetics.com.
Gwen Stefani’s L.A.M.B. label will be one of the lines returning to the downtown space, as are Vena Cava, Band of Outsiders, Threeasfour, Costello Tagliapietra, Temperley London and others. Stefani is planning to host a cocktail party there too, according to Milk Studios founder and creative director Mazdack Rassi.