Mercedes-Benz Kick-Off Party — LA Fashion Week, 27 October 2003
A Los Angeles fashion week record from Monday, 27 October 2003 — the Mercedes-Benz kick-off party at The Standard Hotel, kept as the historical record.
The Mercedes-Benz kick-off party took place on Monday, 27 October 2003 at The Standard Hotel, which was hosting many of the week's fashion events behind a tented runway and red carpet press area. The report carried below records a smart and sophisticated affair sponsored in honor of the new SLR McLaren sports coupe — bubbly Veuve Clicquot, caviar points, shellfish and Asian delicacies, and the starring vehicle center stage on the runway — kept complete as the record of the night.
The Sponsor's Debut
The party marked the debut of the automotive sponsor in Los Angeles, a fact the report underlines with its staging details: continuous footage of the previous season's shows played on large screens while Mercedes-Benz executives chatted with the young fashion publicists and press photographers examined the car's red leather seats. Speed and style, the review concludes, merged perfectly.
The Standard as Fashion Week HQ
The report also documents The Standard's role that week: its chic rear entrance transformed into the tented runway and press area where much of the week's social business happened. Read with the week's show reports, this record supplies the setting in which editors, publicists and designers actually met.
Sponsorship, Made Visible
Fashion weeks run on sponsor money, but the money is rarely this visible: a car on the runway, executives courting publicists, and last season's footage looping on large screens. This record documents the exact moment a global automotive sponsor presented itself to Los Angeles fashion — the commercial foundation under the week's designer shows, and a piece of fashion-week history in its own right.
The Record
The Standard Hotel is hosting many of the fashion events this week, transforming its chic rear entrance into a tented runway and red carpet press area. Tonight's party, sponsored by Mercedes-Benz in honor of the new SLR McLaren sports coupe, was a smart and sophisticated affair. Continuous footage of last season's shows played on large screens, marking the debut of the automotive sponsor in Los Angeles. Guests sipped bubbly Veuve Clicquot and nibbled on caviar points, shellfish and Asian delicacies while the starring vehicle took center stage on the runway. Mercedes-Benz executives got to chat up the young fashion publicists and macho press photographers were free to fondle the red leather seats. A perfect merger of speed and style!
Photos
Common Questions
What was the Mercedes-Benz party celebrating?
The sponsor's debut in Los Angeles and the new SLR McLaren sports coupe, which took center stage on the runway at The Standard Hotel.
When and where was the party held?
On Monday, 27 October 2003 at The Standard Hotel, which was hosting many of the week's events behind a tented runway and red carpet press area.
What was served at the party?
Guests sipped bubbly Veuve Clicquot and nibbled on caviar points, shellfish and Asian delicacies, while footage of the previous season's shows played on large screens.