7TH ON SIXTH EYEING LOS ANGELES

Byline: Rose Apodaca Jones

LOS ANGELES — IMG, the producer of 7th on Sixth, is looking to expand west and stage a Los Angeles fashion week event in November.
“That’s the game plan,” Fern Mallis, vice president of IMG and executive director of 7th on Sixth, told WWD on Saturday.
“We’re still negotiating with some title sponsors,” Mallis said. “We should be ready to make an announcement in the next couple of weeks with a complete package.”
IMG’s interest in staging shows in Los Angeles has been the insider buzz during fashion week here, which ends Wednesday. A handful of designers and publicists had been contacted by 7th on Sixth to discuss the possibility and a few were set to meet IMG marketing director David Caruso during his visit here, which began Sunday.
This followed a visit Mallis and Caruso made here during November’s shows to explore the idea and meet with the industry. Working with “the community,” said Mallis, is their main mission.
“We don’t want to come out there and be the establishment,” Mallis said.
Mallis would not confirm whether an automaker would help bankroll the shows, as General Motors and Mercedes-Benz have in New York. Yet the auto industry is already making headway in the fashion arena here. Saab sponsored Lotta’s show last week, Jaguar is behind group show Coalition of Los Angeles Designers and participated in Rodeo Drive’s Tribute to Style in 2001. GM staged a celebrity fashion show during Oscar week last month and Audi sponsored five shows last season.

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