Los Angeles isn’t a center of fashion — yet — but the city continues to attract designers.
Made’s first Los Angeles fashion series on June 10 and 11, is an example of the phenomenon. The multifaceted event will kick off with runway shows for Moschino’s women’s and men’s resort collections, and Golf Wang.
Made L.A. will introduce the Stores, a retail component it hopes to replicate in New York and other cities.
The Stores, at L.A. Live’s event deck, will have the ambiance of a bazaar and feature up-and-coming designers such as MISBHV, described as a Polish streetwear “juggernaut”; breakout fashion line Mosaert; Atlanta creative collective Love Renaissance; Rochambeau, progressive men’s wear; Sami Miro’s vintage fashion, and Made, Made Worn, limited-edition rock ‘n’ roll-inspired T-shirts.
“We were very targeted,” Barnett Zitron, managing director of Made. “We wanted to work with brands that weren’t part of New York fashion week. It’s an interesting mix, on a fashion level.”
Also part of the Shops: a MAC cosmetics outpost, Hit City Records, selling vinyl records, and Franks Chop Shop, which will offer complimentary haircuts.
Ford, which is promoting its Fusion model, is sponsoring the Stores and its interactive design project, Fusion Labs, named for the automobile, which comes in a hybrid, eco-conscious model.
“When we were first were speaking to Ford, we agreed that whatever we did would have to be done in a way that’s appropriate for L.A. and for a savvy crowd that isn’t interested in coming to fashion week,” said Zitron said. “It took some thinking and strategizing.”
Fusion Labs will feature three collaborations, including a denim lab, where emerging brand 69 Denim will discuss its sustainability journey and demonstrate the use of recycled materials in each vehicle. While learning about how up-cycled denim scraps were used as sound insulation in the interiors of Ford cars, consumers will have the opportunity to buy custom denim patches and accessories.
At the Fusion Elixery Lab, L.A.-based Sun Potions, which is known for creating organic superfood elixirs, will teach consumers how to make their own original potions. Finally, the Printed Fusion Lab will showcase L.A.-based fashion label RTA Crew and Collective, which will screen print custom Fusion graphics on tote bags made of sustainable materials.
“For years, designers have been asking us to help them figure out how to reach new audiences and new markets,” Zitron said. “Fusion is a very integrated part of that. The event for us is a first. The runway shows for us are new.”
“Fusion has become a true global player in terms of design, and Made has become the preeminent platform for innovative design,” said Anthony Prozzi, senior designer at Ford Motor Company. “Collaborating with Made has allowed us to tap into an incredible network of emerging design talent, fusing the worlds of fashion and automotive in a truly unique, connected, and inspiring way.
“With our Fusion Labs, we’re celebrating the launch of the new 2017 Fusion in a very unique and engaging way,” Prozzi said. “The interactive workshops will bring to life Fusion’s cutting-edge design, smart features and sustainable ethos in collaboration with three new and talented designers.”
L.A. has beckoned designers in recent years. Hedi Slimane, the former creative director of Saint Laurent, moved the house’s atelier to L.A. when he took the job in 2012. Tom Ford showed his spring 2016 collection in L.A., and Stacey Bendet, Alice & Olivia’s creative director, last month held a buy now, wear now runway show in Hollywood.
“L.A. is a really important entry point for pop culture and also fashion. I don’t see L.A. as a fashion capital in the way that Milan or Paris is,” said Zitron. “I think it’s partly because L.A. is such a creative hub right now. That’s very appealing for the fashion industry on many levels.”
Zitron said Made will continue “this model of pairing fashion shows with music and with retail environments. It’s something we’re focused on beyond L.A. How that will manifest in different markets we don’t know yet.”
“New York will have a retail component,” Zitron added. “We’re reacting to what the designers need.”