Tonight was the night of Anna Wintour’s “Fashion’s Night Out”, a global event that invited retailers to extend their hours to fashion lovers everywhere. The premise behind this stylish soiree was to set a time and a place where fashionistas could gather and celebrate the fashion industry with music, entertainment, food, drink and most importantly, shopping. Production of this worldwide event was done in an effort to boost the current economic slump that the fashion industry is drowning in.
Learning about this fashion effort over the past few weeks, I was in full support. It is a great idea to put the “fun” back into shopping and to encourage people to re-open their wallets by reminding them why they love fashion. I would imagine in most places, these retail events were a success. But, here in the City of Angels, I will be interested to see what the boost in sales actually was.
My criticism is referring in particular to the Fred Segal on Melrose party, and by party, I literally mean party. Pulling up, the event seemed amazing – well organized and well populated with young, fashionable LA trendsetters. Throughout the store you had fashion designers (including Chan Luu who was personally showcasing her new line of bracelets to customers), a live DJ, photographers, and of course, open bars throughout the store.
OK, so realistically, what’s a good party without the booze? Especially in the entertainment industry, booze is an essential at any good party, but I think that it becomes a problem when you have people showing up for the booze and the socializing and not for the event itself. As I walked through Fred Segal and drooled over the beautiful clothes throughout the store, I realized I was one out of a handful doing the same thing. “What is everyone else doing,” I wondered, until I realized everyone was either at the bar, or standing by it with drink in hand. I seriously felt like half the people who were there either didn’t know what this “fashion’s night out” event was, or could give a shit less. Hardly anyone was shopping, let alone buying anything.
Walking to my car later in the evening, two guys stopped me on the street to ask what the event was. As I explained, they didn’t seem to care until I said it was open to the public and there was a bar. Where did I see them five minutes later? Walking into the crowded parking lot where the bar was – not surprised and a prime example of my impression of this event.
I think my overall feeling of this event was disappointment. It’s a shame to see such an amazing effort take place, but feel like the whole point of this party was over looked due to a hazy glaze of free vodka tonics and champagne. I hope cities like New York and London had better success, as I doubt LA’s Fred Segal contributed much, based on the time I spent there this evening.
