LOS ANGELES — A new player is looking to own Los Angeles Fashion Week after the departure last year of event producer IMG.

This story first appeared in the May 6, 2009 issue of WWD. Subscribe Today.

Rock Media and Entertainment, which produces runway shows in New York and Miami, plans to present Rock Fashion Week L.A. at Paramount Studios here Oct. 28 to 31.

“We are not bringing New York to L.A.,” said Nicole Purcell, president of the New York-based firm. “We want each event to reflect the city it’s in.”

Purcell plans to schedule three to four runway shows a night followed by an after party. She said the majority of designers would be local, but the event would be open to those based in other cities. Richie Rich, who shows at Rock’s New York and Miami venues, will close the event.

“We are a turnkey solution for designers, providing the venue, front and back of house production, hair and makeup,” Purcell said. “We also bring in sponsors, who in some cases, may sponsor an entire show.”

The business model is similar to IMG’s, which left Los Angeles in 2008 after five years because profits, which were shared with partner Smashbox Studios, were too small and the event never gained traction with buyers, celebrities and editors.

Purcell said Rock would reach out to celebrities, editors and retailers, and Paramount employees could extend invitations to their contacts. Tickets will not be sold to the public.

Paramount Studios soundstages have been home to one-night fashion events for brands such as Giorgio Armani, Louis Vuitton and Montblanc, but Rock Fashion Week represents the first multiday runway event. A Paramount spokesman declined to comment.