MAC Creates Shadow Fashion Week
Pun intended. From The New York Times:
During the five years that MAC was the cosmetics sponsor of fashion shows in Bryant Park in New York, the makeup company made headlines with press conferences attended by supermodels and lithe young dancers who wore body paint in the place of clothing. But MAC, while spending millions, had to share a rather circuslike stage with other sponsors who were competing for attention, sometimes including makers of doughnuts, cameras, toilets and Big Macs.
Now the company has decided to end its support of that event — Mercedes-Benz Fashion Week, as it’s called — and will instead present its own shows at Milk Studios in the meatpacking district. Depending on your perspective, it could be viewed as a complement to Fashion Week, or a new competitor. Proenza Schouler, Erin Fetherston and Alexander Wang are among the dozen designers who have already signed on.
The event, with the working title of MAC at Milk, will overlap with the established Fashion Week, beginning Sept. 10.
As John Demsey, the Estée Lauder group president who oversees MAC, described it, the idea was to create a space for emerging and international designers at a time when they need more corporate support. The designers will not be charged for the use of the studios, whereas the Bryant Park shows typically cost around $25,000 for the smallest space.
“Not everybody wants to be in a giant tent environment,” Mr. Demsey said. “And not everybody should be.”
Does this new forum mean that Anna Wintour will be getting the fewer shows that she wants? Ms. Wintour’s wishes aside, this seems to be a win-win situation for everyone; MAC gets their own sponsored event, and emerging designers will be given an affordable option for participating in Fashion Week.
Image credit: MAC Cosmetics
