Barneys New York is staging a “Trunk-a-Palooza” on April 21, featuring 10 fall trunk shows happening simultaneously on the Co-op floor of the Madison Avenue flagship.
This story first appeared in the April 14, 2010 issue of WWD. Subscribe Today.
The event includes designer appearances, some limited edition items and the chance to order fall goods well before they hit the selling floor.
“The Co-op customer runs a little faster and dances to a different beat, so we are reinventing the trunk show concept for them,” said Julie Gilhart, Barneys senior vice president and fashion director. “They are very fashion-hungry customers. The connection between the designer, the clothes and the customer — that’s a very big thing. The younger customer wants to know more about where clothes come from and who designed them.”
A.L.C., 3.1 Phillip Lim, Rag & Bone, Shipley & Halmos, Alexander Wang, Helmut Lang, Richard Chai-LOVE, Vena Cava, VPL and Wayne are participating in the event, with trunk shows from 2 p.m. to 8 p.m. Starting at 5 p.m., there will be appearances by Andrea Lieberman, Marcus Wainwright and David Neville, Sam Shipley and Jeff Halmos, Alexander Wang, Michael and Nicole Colovos, Richard Chai, Lisa Mayock, Victoria Bartlett, and Wayne Lee, joined by DJ Beverly Bond.
Typically, fall runway merchandise from contemporary designers ship in July, and reach stores in August and September.
“We decided to get everybody together and have a party, but do it under the umbrella of a trunk show concept,” Gilhart said. “For these kind of designers, you don’t really have so many trunk shows, but this customer wants to be sure they get that great piece.”