One night only: Fashion's night out
NEW YORK — A few days ago, US Federal Reserve chairman Ben Bernanke uttered the three words we’ve all been longing to hear: “Recession is over.”
Is it? Really?
“Technically,” he claims, yes.
But the fashion industry sure wasn’t ready to take his word for it just yet.
In an effort to inject much-needed financial adrenaline to boost the industry’s sluggish sales, New York City Mayor Michael Bloomberg teamed up with fashion’s powers-that-be to pull off what they all hoped would be the sartorial silver bullet — the one that would shatter the city’s sales slump — if only for one night.
At a press conference last May 20th, with Vogue’s editor-in-chief Anna Wintour, CFDA (Council of Fashion Designers of America) president Diane von Furstenberg, Macy’s Inc. chairman, president and CEO Terry Lundgren, designers Carolina Herrera, Vera Wang, Tommy Hilfiger and Oscar de la Renta by his side, they unveiled Fashion’s Night Out.
Held September 10th — the first night of Spring Fashion Week — over 700 retailers in New York’s five boroughs stayed open until 11 p.m. and offered fashion, fun, food and fabulosity to the eager public.
To ceremoniously kick things off, Wintour started her night at Macy’s in Queens.
Later in the evening, she was seen hopping from one event to another.
The editrix extraordinaire was even spotted egging on an unsuspecting shopper to buy the $30 Fashion’s Night Out T-shirt. “You should buy it — it’s for a good cause,” she whispered.
The proceeds of the promotional T-shirts went to a 9/11 Memorial Fund.
Also around the five boroughs were drop-off locations for gently used clothing to benefit HIV/AIDS organizations.
What was supposed to be one of the biggest income-generating nights of shopping history actually turned out to be one big soirée. Clearly audible were the clicking of cameras and the clinking of champagne glasses. The ka-ching-ing cash registers were few and far between.
According to Women’s Wear Daily, “some consumers sought to connect, if not transact, with the designers making store appearances; others came to socialize and grab a drink, while a minority did actually shop.”
At Barneys New York, jewelry designer Waris Ahluwahlia made an important observation: “It’s mayhem. I see a lot of shoppers — but are they shopping?”
The store was packed with those eager to meet designers. Few seemed to be purchasing, though the shoe department was busy.
Alexander Wang was greeted by a group of shrieking girls as if he were a Jonas Brother, while Manolo Blahnik was besieged by women hungry for autographs.
Books did appear to be selling, with customers snapping up Amanda Brooks’ and Isabel and Ruben Toledo’s tomes, getting them signed as sales associates stood on the sidelines to watch.
“I’m counting the shopping bags,” said Barneys Creative Director Simon Doonan.
“My new rule is: no snaps for your Facebook page unless you’re carrying a Barneys shopping bag.”
More than anything, Fashion’s Night Out gave die-hard fashionistas a chance to rub elbows with their design idols and celebrities.
On Perry Street in The Village, following a multi-label runway show from Teen Vogue and some Barbie giveaways, Taylor Momsen of Gossip Girl (a.k.a. “The Greatest Show of Our Time” per Daily Intel) took to the stage with her rock band The Pretty Reckless.
In the Meatpacking District, Diane von Furstenberg happily took pictures with her squealing fans. She also did some aerobics for the crowd in the DVF store with celebrity fitness trainer Tracy Anderson.
A few doors down, Tory Burch had a super successful block party, complete with tacos and BBQ from La Esquina.
At Stella McCartney, people were noshing on vegan pizza and getting autographs from Kate Hudson.
Crowds of people lined five deep by the bar at Bergdorf Goodman where Mary Kate and Ashley Olsen were serving up cocktails.
Thom Browne, Catherine Malandrino, Patricia Field, and Proenza Schouler’s Jack McCollough and Lazaro Hernandez were also out to entertain.
On Greene Street in SoHo, hip-hop artist Kid Cudi performed songs from his new album for BAPE.
Victoria Beckham, Rachel Zoe and André Leon Talley lingered at Bergdorf’s. Jason Wu was seen at Kirna Zabête. Vogue’s creative director Grace Coddington was practically mobbed at Prada.
‘Twas also a night of freebies and contests: food, booze, swag — you name it.
Adidas held full yoga classes and gave participants free yoga mats.
Saks Fifth Avenue gave out 1,000 cosmetic samples throughout the night. Frédéric Fekkai and Bobbi Brown hung around to give tips.
Bumble and Bumble gave hair makeovers; and the Chanel Nail Bar in SoHo had a free manicure service — using their much-awaited, soon-to-be-released, awesome shade of jade.
The best contest prize award would have to go to Ralph Lauren. At RL’s Bleecker Street men’s store, they raffled off a private polo lesson with their image model, hot Argentinian pro-player, Nacho Figueras.
If polo isn’t your cup of tea (with Nacho Figueras, how can it not be?) also up for grabs were Fashion Week show tickets from Lord & Taylor and a $5,000 shopping spree from Fashion’s Night Out.
Admittedly, success depended on the participants’ expectations. As Women’s Wear Daily reported, jewelry designer Jamie Wold saw it simply as an opportunity to engage with customers. Meanwhile, the CEOs of Macy’s, Brooks Brothers and Bergdorf’s were pleased with the jump in sales they were aiming for.
The latter can’t be doubted with ShopperTrak reporting that Fashion’s Night Out spurred a 3.4 percent nationwide traffic increase in apparel and accessories stores, with nearly a 50-percent rise in Manhattan.
That’s a shot in the arm for New York’s economy and the affected fashion industry. New York is home to 800 fashion companies that employ 175,000 people, and generates $10 billion in total wages per year.
Fashion’s Night Out however wasn’t exclusive to New York alone. It was a global initiative to promote retail, restore consumer confidence and celebrate fashion.
US and international editions of Vogue basically coordinated the whole evening in their respective fashion capitals: New York, UK, Greece, Italy, Russia, France, Brazil, India, Spain, China, Germany, Japan and Taiwan. But most publicized, of course, was the one that took place in New York.
Many in the blogosphere have contended that rather than a stimulus, it was nothing but a shindig. They maintain it was just free-flowing booze, schmoozing and carousing. What did they expect? It was, after all, called a “night out.”
As for the economic upswing they’re all waiting for, it should come soon enough. But expect it to be fashionably late.
