Delivering The Box
A new studio concept that compliments major runway events with quieter studio visits is being rolled out across IMG Fashion Week events worldwide, giving buyers and industry insiders get their hands on the season’s most sought-after garments.
At Mercedes-Benz Fashion Week Berlin, it’s known as The Stage – a small, dimly-lit room with models posing like mannequins atop raised platforms. Spotlights shine on the dresses, illuminating a designer’s collection the way it might be featured in a department store. Buyers, journalists and fashion industry insiders can get up close and personal with the garments as they make their way through the exhibit, stopping to finger seams to inspect quality or run their hands over an unusual fabric to glean the texture.
It’s a unique showcase for the clothing, a slowed-down, hands-on approach that both contrasts and complements the rock-n-roll runway showings going on elsewhere in the tent. Whereas a tediously-constructed gown would get only 90 seconds of attention as a model makes her way down the catwalk, in the studio the same gown is on display for 20 minutes. Hand-sewn beading or corsetry can be seen up-close-and-personal, giving buyers a greater feel for the painstaking details that go into creating these sample wares.
In the studio concept, the theatrical feel normally associated with a Fashion Week event is replaced by the more reflective air of a visit to a museum exhibit. Though a shift from the norm, by placing greater attention on the clothing being shown, The Studio concept has won fans worldwide and IMG, the management team behind Mercedes-Benz Fashion Weeks around the globe, have begun rolling out the concept in other cities.
Berlin, one of the first cities to introduce the concept, used the secondary staging area to cram 12 additional shows into an already packed four-day schedule.
Mexico City, home of Mercedes-Benz Fashion Week Mexico, was introduced to what is there called The Box during the Autumn/Winter 2013 collection showings in April. And who could do better at delivering The Box experience than DHL, the Official Logistics Partner for the event? As proud supporters of the show, DHL got a backstage pass and a tour through The Box when designer Carla Fernandez was showing. The experience was a highlight, not only because of the high style in evidence, but also because the atmosphere in The Box perfectly reflected the moody, atmospheric tone of Fernandez’s line. Bursts of color in the loose knits were complemented by shades of gray and black that created a classy sobriety – perfectly accented by the low-key appeal of The Box.
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