State of the Union
As we enter our third year of life we wanted to pause, reflect on what we’ve achieved and thank you all for your part in it.
In two short years (haven’t they flown by?) we’ve been to London and New York. We’ve shown three seasons of emerging designers on a Los Angeles runway, we’ve had an e-commerce partnership with ASOS and pop up shops with W Hotels. We’ve been featured in Vogue UK, InStyle, the LA Times, H&M Magazine, Racked L.A, WWD and many many more.
Thank you all. It’s because of these publications, it’s because of the support of the bloggers, the stylists, fashion fans, models and of course the designers, that we’re able to continue our work with spirit and determination despite the naysayers. As long as we have designers that want to live, work and show in L.A and people to see them and support them, we’ll keep doing what we do.
With that in mind we want to share a little as to what’s in store for the first half of 2014.
Relaunch of the ASOS Store
Pictured Above: Bohemian Society, Bijou Van Ness.
Today we relaunch our ASOS Marketplace store. This season’s sartorial selections come from Gypsy Junkies, Noelle Nicole, Jenny Dayco, Bohemian Society, Samantha Eng, Linden and Bijou Van Ness. The collections are modeled by the LAFC Official Models 2014.
You can shop the collections here.
Introducing the LAFC Official Models 2014
We work with some fantastic men and women throughout the year in Los Angeles and this year we wanted to recognize the support of some of our favorites and thank them by shining a spotlight on their work by creating an Official LAFC Model group. These models are the face of our work and we will work with them on various initiatives throughout the year.
All four of these ladies are not only gorgeous but are quite literally the sweetest people to work with, rolling with the punches and all the glory that comes with working with emerging designers (aka little to no budget). We’re so grateful for their support and hard work.
Learn more about Lulu Zhang, Elianne Bouchard, Stacy Rae and Heather “Maximum Capacity” Haynes when we share our full shoot and interviews with the girls soon.
We’re pretty proud of this fab city, and not just the fashion, so this year we’re inviting you all to share your Los Angeles. From selfies to sunsets we want you to #ShowOffLA. This week we want to see your sunsets. Tag us on Instagram, #ShowYourSunset and #ShowoffLA.
Fall 2014 Collections
Lastly, this season, we’re excited to revisit our initial mission and #ShowOffLA internationally. When we launched this council we felt very strongly that Los Angeles fashion was suffering from some very bad PR. Whilst L.A is home to some very talented designers, within the US we’re considered the ugly step child of fashion.
It doesn’t matter that some of the most internationally celebrated American designers live, design and in many cases manufacture in Los Angeles (Rodarte, Band of Outsiders, Jeremy Scott to name a few) apparently Los Angeles is filled with merely flip-flop wearing, maxi dress toting beach bums, and whilst they exist (see me most Sundays) we’re home to a hell of a lot more than that and we wanted the world to know.
As a result we kicked off our programming in London in 2012 with our L.A Collections Show Room. Buyers from Harrods were surprised to see more than denim and t-shirts and our designers landed in Vogue and on the Brits Red Carpet (and later were featured in an H&M article).
We returned abuzz, but, invariably switched focus to Los Angeles Fashion Week – where our focus has remained until now. It’s very easy to focus on Los Angeles Fashion Week, it’s something everyone wants, and wants to talk about, and we’re passionate about it. But often we feel that there is too much focus on it, that often removes focus from things that can help our designers much more.
So, we’re incredibly excited to announce that this March we’re taking a group of designers to Japan Fashion Week in Tokyo. We are endlessly grateful to the Japan Fashion Week organization for their support and their belief in Los Angeles fashion.
We’ll be revealing our designers and the details later this month, so stay tuned.
So where does this leave us for Los Angeles Fashion Week this season? We will still be presenting Collections in early March, but in a smaller, more intimate way, understanding that the most important thing we can provide our press, buyers and supporters is access to a platform to see our designers work and we don’t plan on skipping out on that.
Again, thank you all for your support, it means the world to us.
Director, Los Angeles Fashion Council.