- Title: FASHION-NEW YORK-PREVIEW Big changes are in store for New York Fashion Week
- Date: 8th September 2015
- Summary: NEW YORK CITY, NEW YORK, UNITED STATES (FILE) (REUTERS) VARIOUS OF MODEL FINALE
- Embargoed: 23rd September 2015 13:00
- Topics: General
- Reuters ID: LVA70BRVI1Q0N3YFNN8IZXRROBQT
- Aspect Ratio: 16:9
- Story Text: As quickly as trends come and go, the landscape of Fashion Week in New York is changing.
After roughly six years, Mercedes Benz is out as the lead sponsor and the week has been rebranded as New York Fashion Week: The Shows.
And after five years at Lincoln Center, the shows will now be held at three different locations throughout Manhattan, in addition to some designer's off-site venues.
Fern Mallis, who created New York Fashion Week in 1993 said the bi-annual event is only getting bigger.
"There are so many people showing now, I mean, I have to be proud of what its come. Although I'm still very happy that people still always say to me, 'oh God, we miss Bryant Park, that was so great.' So, that makes me happy," Mallis said with a smile.
The event was held at the Bryant Park in midtown Manhattan for 18 years.
Mallis is hoping the move will restore the original intimate feeling of the event, but is reserving judgment until she sees the new venues.
"I think it's fair to say that the industry didn't love Lincoln Center. It was a little bit too big and became a little bit too commercial. And after five years that contract was up and there were sued by the community board and had to move out and I think that's that probably still somewhere in the courts, I don't know how that's played out. And now we're at a whole new season starting in another day or so and it's a little chaotic I think."
Mallis left IMG in 2010 but is still a fixture at shows and is now President of her own international fashion and design consultancy firm.
The fashion insider, who just published a book titled "Fashion Insider," filled with interviews with top designers and editors said she was intrigued by many of her subjects humble begins.
"The thing that's most common in all of them in the first go around, is that they all really came from nothing. I mean, absolutely nothing and built unbelievable businesses. And that's what intrigued me, finding out their stories, how they did that."
The interviews were taken from a series of talks she host at New York City's 92nd Street Y.
As a veteran of the industry Mallis has seen technology make fashion more accessible.
"I mean you can change the world with them now from the palm of your hand. So many shows are going live, livestream, everybody is Tweeting and Instagraming instantly from the runways. I mean I remember the time when we were trying to stop people with digital cameras because everybody was afraid that the clothes would be knocked off in Hong Kong in 24 hours. I mean, that's like horse and carriages now when you think of it."
One person responsible for this change is HarpersBazaar.com editor Joyann King, who leads the magazine's digital voice.
The website will launch its Snapchat profile on the first day of shows as a way to instantly delivery the latest news to fashion fans.
Givenchy's creative director Ricardo Tisci is giving away 820 tickets to the public to see his Fashion Week show. King said this is a way of inviting those who follow the brand on social media to see it live.
"I think the virtual front row has existed now for several seasons. And I think what Ricardo Tisci is doing he's just taking it really literally and saying, 'look, my show is going to be revealed all across Instagram, all across Snapchat and you know what, I'm just going to take it one step further and invite these fans to come and experience in real life.'"
With seven days of shows that run from as early as 8 in the morning to 9 at night, King said being present is important.
"I think it's about getting more mental prepared than anything. And really clearing off your schedule and really focusing on attending these shows."
For Spring 2016 King and her team are predicting a return to the 60's.
"It's been all about the 1970's for the last few seasons. You know, from the high-waisted flair, sort of the Faye Dunway look. But I think we're seeing a little bit of a return to mod. We saw a snippet of it for the Fall 2015 collection, which is coming into stores now. And I think designers are going to have a lot more fun with that come spring."
New York Fashion Week: The Shows will run from September 10-17.
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