For years, it felt like the buzz at Mercedes-Benz fashion week was all about location. Were you at the tents, first at Bryant Park and now at Lincoln Center, or were you in an alternative venue? But this past week, I felt like I experienced more discussion around the alternative presentation. From short films to model presentations in the round at Lincoln Center, there were new ways to see the clothing and accessories that we needed to see -- and there was something delightfully egalitarian about all of them.
Runway shows are a moment of true branding for each of the lines. The hair, makeup, styling, casting of the models, the music selected, all add up to a singular vision. But what if you take that all and put it in the hands of a filmmaker? Do you get an even clearer look at the brand? Camilla Skovgaard debuted a creepy, gothic film entitled Hotel Skovgaard, Room 77, which was directed by F. Mostafa with music by Zebra Katz, to a crowd of downtown insiders. It was a strong and slightly disturbing statement but indelible.
The flip of that video was the cheerful escapist fantasy put out by Orla Kiely, who had editors pile in four at a time to a printed mobile trailer parked in the back of her Mercer Street boutique. As we sipped on Pimm's Cups, we were transported to a bright, delightful place populated by a blonde bombshell and her charming spring wardrobe. Even better, the pieces were actually on display at the store so you could closely examine prints and details.
If you wanted to stay put at the tents, Juicy Couture brought the film to you, accompanying their visual display on the front of the Metropolitan Opera House with a pop-up cocktail party in front. It all made total sense, and you got in and out with a fizzy drink in hand.
As for the presentations of models standing in a room, you do miss the sexy strut of the girls down the runway. But you get to see every detail of every embellishment, the toe of every shoe -- something you miss if you are not one of the lucky few in the front row. So an equal shot for everyone to see. Just remember, no jostling, please. We're all excited to see the new collections.