HEDI FOR BUSINESS: Trade shows aren’t traditionally known for their glamour quotient but MAGIC is out to shift that perception, at least a little. The mammoth trade show operator will launch a marketing campaign in trade publications this week using a photo taken by Hedi Slimane. The image of an androgynous female model was originally shot by the Saint Laurent designer for T: The New York Times Style Magazine back in 2011, for a story titled “Boy Crazy.” MAGIC acquired rights to the photo from Trunk Archive, a licensing agency that specializes in the fashion, celebrity and lifestyle arenas.

MAGIC — which is the umbrella market week in Las Vegas for a group of individual shows such as Project, ENK Vegas and WWD MAGIC — will also introduce a stylized new logo in the campaign, using a deconstructed font.

This story first appeared in the September 9, 2013 issue of WWD. Subscribe Today.

“What we love about Hedi is that he represents an incredible force in fashion right now. There’s an incredible modernity to him with him picking up and moving the Saint Laurent studio to California,” said Tom Florio, chief executive officer of Advanstar Fashion Group, parent of MAGIC, which is also based in California. “We thought finding this image was serendipitous and a great metaphor for what we’re doing.”

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For the past two seasons, MAGIC has made a concerted effort to draw designer-level brands to an upscale showcase called The Tents at Project. Last month, Michael Bastian, Todd Snyder, Bespoken, Elie Tahari, Hugo Boss, Public School and Timo Weiland all had booths inside the tented trade show. “What we’ve looked to accomplish over time is to create a more inspirational place where you are immersed in trends. The Tents is as much a presentation space as a place to do commerce,” said Florio.

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