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LA FASHION WEEK March 2005 POST RELEASE

From: ASAP

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FASHION WEEK POST RELEASE

Event: SAN PAREDES Installation Show by Paul Magalad Mercedes Benz Fashion Week LA

When: March 17, 2005

Location: Gallery 825 825 N. La Cienega Blvd Los Angeles, CA 90069

(Los Angeles, CA, 17 March 2005) - Australian-born Paul Magalad gave loyal fans more reasons to covet his avant garde San Paredes collection this season, with a highly successful installation show integrating live models, abstract art and dueling guest DJs. Despite formidable competition from the Marc Jacobs store opening just 2 blocks away, the lively party attracted over 500 guests, major press and notables (including Tatyana Ali, Cher Calvin from KTLA, writers from WWD, WGSN, Vogue France, and buyers from Neiman Marcus and Fred Segal) who sipped on Australian wines and premium champagne while perusing the iconoclastic pieces. Three first-time sponsors collaborated on this event, jurying local designers to headline their Fashion Week debut. It was Paul’s iconoclastic style and guerilla-style marketing in previous seasons that won his prominent slot as the featured talent.

Gallery 825, which operates as an arm of the venerable Los Angeles Art Association provided the prestigious location, while online fashion resource Apparel Search (www.ApparelSearch.com) contributed funding and marketing support for the event. The Skyline Studios, a full-service design firm in the Fashion District, hosted the party. “We design for many brands who show during Fashion Week” sites principal Debra Stevenson “but hosting this event was a more visceral way to support local talent.”

Easily distinguished by signature gathering, rouched rosettes, asymmetrical pleating and sculptural draping, the SAN PAREDES collection stands in sharp counterpoint to other West Coast brands. Designer Paul Magalad constructs every piece by hand with tiny tacking stitches, never relying on conventional flat patterns and drapes each one individually on the body. He dressed Mrs. Hubert Davis for her walk on the red carpet (2005 Oscar Nomination “Hardwood”) and Lindsey Lohan in “Freaky Friday.” His impromptu show during October’s Fashion Week took place in a Chinatown parking lot and was featured on PBS: The Huell Howser Show. Footage from Thursday’s phenomenal show was picked up by New York’s La Loca Entertainment and has also prompted a confirmed hosting role on SITV for the designer.

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For more information, please contact: Debra Stevenson, The Skyline Studios at 213.624.1070 or debra@theskylinestudios.com and Joyce Tsang, San Paredes Public Relations at 310 806 2868 or jt@sanparedes.com

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