Tonight: LA on the Runway. A New Era?

Mason by Michelle Mason

The whole conceit of Los Angeles Fashion Week may have suffocated under the weight of vacuous egos and misdirected souls, but the dream to showcase the city’s talent continues.
The wishful include some of the original architects of efforts to organize something, anything, here: designers Cynthia Vincent of Twelfth Street, Michelle Mason of Mason and Nony Tochterman of Petro Zillia. Add to that mix, brand managers Sara Stein and Margaret Schell of S.PR, who, despite trying to remain in the background, can also take credit for creating one of the first formal showcases with their Audi-sponsored marathon in Hollywood in 2001.

I remember covering all of their highly creative, low budget presentations when I began at Women’s Wear Daily in 2000. And, I suppose, like them, I continue to hold out hope that there can be an alternative way of framing the new and original ideas coming out of Los Angeles. For if those of us involved in fashion week efforts here learned anything, it’s that this city shouldn’t try to emulate New York or London. L.A.’s got talent. But any revelation of that talent to the press or public has to be realized in a wholly different format.

Tonight, the whole lot is testing out “Fashion@The Grove,” a concept they hope will be one of a many reconfigured programs that achieve this.

Ever Spring 2009

At that new galleria of L.A. life, The Grove, visitors will be treated to a runway show co-hosted by Barneys New York Co-Op. The program is open to the public, although Co-Op VIP customers will have a reserved seat and after-hours access to shop the store, natch. On view will be the latest collections already in stores—not a preview of fall. But that’s part of the new M.O. If the goal is, ultimately, the charm consumers, then why not take it directly to them? According to S.PR, The Grove attracts nearly 40,000 guests daily, and 92% of whom leave with a purchase.

Along with Twelfth Street, Mason and Petro Zillia, tonight’s event will also feature younger labels such as Ever, Genetic Denim and Trovata. Designers John Whitledge, Jon Rose and Sara Mehrkhast of Trovata, Jason Bleick and Jamie Haller of Ever, and Ali Fatourechi of Genetic Denim are also expected to be on hand.

It’s certainly not the final word on what can happen here. But it’s a start. And champions of this city’s fashion scene can dream.

Fashion@The Grove, 189 The Grove Drive, Los Angeles (off Fairfax, Third and Beverly). Event begins 9 p.m.

Genetic Denim Spring 2009

Photos supplied by Barneys New York Co-Op
Photographer: Nick Haymes