Mercedes-Benz (IMG), no longer runs
Week in Los Angeles. Here is the description from the past when
they were managing LA Fashion Week : IMG Fashion, a division of international
sports and lifestyle event and management giant IMG, encompasses 7th on
Sixth, the world's premier producers of fashion weeks, IMG Fashion Asia
Pacific, IMG Fashion Europe and The Daily Front Row, the fashion industry's
must read fashion week obsession. 7th on Sixth was originally created in
1993 with a mission to organize, centralize and modernize the American
Collections and provide a platform for American designers to become players
in the global fashion business by providing state-of-the-art venues, an
experienced production team and maximum exposure through a wide variety of
marketing benefits and advertising opportunities. The division produced
Olympus Fashion Week in New York, Mercedes-Benz Fashion Week at Smashbox
Studios in Los Angeles.
IMG's fashion division, which produces Mercedes-Benz Fashion Week in New
York, made its first foray west, with Mercedes-Benz Shows LA
in downtown Los Angeles at The Standard hotel.
Simultaneously, Davis Factor and Dean Factor produced Smashbox Fashion Week
Los Angeles at Smashbox Studios in Culver City. Dozens of designers showed
their collections to journalists, celebrities, family and friends at these
two centralized venues, while others still chose to show their collections
in unique off site venues such as nightclubs, private estates, train
stations, churches and lofts. In 2003, IMG and Smashbox
united under one banner to streamline services and venues, choosing the
Factor-owned Smashbox Studios Culver City location over downtown Los Angeles
venues. The relationship between IMG and Smashbox Studios lasted for five
years, with the October 2008 shows marking their final
presentation together. Journalists faulted the quality of the designer
collections shown; designers faulted the lack of media attendance and the
late date on the international calendar; and most everyone faulted the
isolated venue experience and insubstantial celebrity attendance.
Here is a little bit of trivia about the First
Mercedes-Benz LA Fashion Week.
from the Fashion Industry
Network was actually staying at the
Standard Hotel in
downtown LA the week of the events. However, we he booked his trip
and the hotel, he was unaware that the events were to be taking place.
He was actually in California to visit t-shirt printers. He was
pleasantly surprised when he learned that he was smack in the middle of the
first Los Angeles fashion week event managed by IMG.
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