The Moms are getting into the act at Lincoln Center.

This story first appeared in the January 13, 2012 issue of WWD. Subscribe Today.

A multiplatform lifestyle brand, The Moms will partner with Mom-entum, a women’s focused marketing channel within Big Fuel, a social media agency, and Getting Gorgeous to host the first annual “Strut: The Fashionable Mom Show,” as part of Mercedes-Benz Fashion Week. The show will take place Thursday, Feb. 16, at the New York Public Library for the Performing Arts at Lincoln Center. Some 200 people are expected to attend. According to sources, some of the participating designers are Pea in the Pod and Ramy Brook among others. Real moms will model each runway look.

According to The Moms founders Denise Albert (the daughter of Marv Albert) and Melissa Gerstein, the multimedia event will feature a digital live-stream, a live Twitter feed and real-time blogging. The show is expected to provide moms with fashion ideas that demonstrate how to transform an outfit from hanging out with the kids to a meeting to a night on the town.

Holly Pavlika, managing director of Big Fuel, noted there are 84 million moms in the U.S., 32 million of which are online. “Motherhood triggers social activity. Moms are often a household’s ‘chief purchasing officer,’ making or influencing about 85 percent of all purchases from retail to health care, automobiles, finances and more,” said Pavlika.

Getting Gorgeous, which provides moms with ways to relax and get pampered while connecting on social media sites, will spread Strut’s message through blogs, Twitter, Pinterest and Facebook.

Stephanie Winston Wolkoff, director of fashion at Lincoln Center and a fashion consultant to IMG, said, “I have spent nearly two decades immersed in the fashion industry and have been a mother for about half that time. For me, the worlds of fashion and motherhood are inextricably connected, but navigating a balance between the two is never easy. The Moms make personal style effortless and functional, without sacrificing on-trend glamour.”

All the clothing worn by models at the show will be auctioned off for charity.

Albert and Gerstein started The Moms this year after working together for two years as partners in Moms and the City. They offer reality-based content, entertainment and information on parenting and fashion. For the past year, they co-hosted a TV show, “Moms & the City and a Dad Named David” on WNBC.

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