Mac Cosmetics, owned by Estee Lauder Cos. Inc., confirmed in WWD today that it has joined forces with Milk Studios to create a sponsored show venue for New York Fashion Week (scheduled September 10-17). The space, known formally as Milk Studios’ Photography is located at 450 West 15th street in downtown New York City.
In this bold move made by MAC, it’s clear that the competition for gathering and hosting the shows for the nations hottest designers just got tougher, thanks to the new alternative location, other than the tents at Bryant Park.
MAC, with its MILK Studio collaboration, has truly capitalized on the economic climate, frugality of fashion houses, and a shift in presentation styles, that many designers are taking. With this new venture, the most noted benefits are financial; MAC and MILK gives out the space for free, apposing to the traditional Bryant Park venue that runs from $26,000 to $50,000. And it seems like all the cool kids are doing it! Alexander Wang, Adam Lippes, Vena Cava, Band of Outsiders and Peter Som, are just a few feeling the downtown vibes, and gearing up to show their Spring/Summer 2010 collections at MILK.
For Demsey, the President of Estee Lauder (the parent company to Mac) the goal is to create an environment that will foster more creative capabilities. The strategic approach for MAC has taken a 360 turn from its 5 year sponsorship stint with IMG at the Bryant Park Tents, into a new direction that the company describes as “ an integrated support of fashion and makeup artistry” providing MAC with a more active role with the designers and their presentations.
All in all, this move will provide more brand control and exposure for the multimillion-dollar make up company and on its own terms. This news comes at a time, when fashion week at Bryant Park has come under siege as being “tired.” As a result of designers looking to add a lot more jolt to their business (go big or go home!), MAC's collaborative effort will be refreshing for the fashion community and for commerce in general. At a time, where fashion has taken a rough hit, MAC and MILK studios are representing the new American spirit-that creativity and ingenuity are essential in achieving economic prosperity.
Now only 48 days until New York Fashion Week…
No comments:
Post a Comment