Due to the generally constant upheaval the economy has been in for over a year, many people were wondering what would become of the extravagance that was always known from New York's Fashion Week. Many wondered how struggling designers and troubled fashion houses would be able to pony up the cash to put on a remarkable and memorable show. So instead of going bankrupt in order to pull it off, more and more designers are signing up for runway shoes and presentations away from the traditional Mercedes-Benz tents. Although art galleries, clubs, and even retail spaces have been discussed as venues, the space that's quickly gaining popularity is the M.A.C.-sponsored Milk Studios. The cosmetics company has been sponsoring fashion week in the Benz tents for the past five years and decided to set up the separate Milk Studios space to accommodate smaller, up and coming labels who needed a bit more corporate support.
Now Milk Studios has been branded by New York Magazine as, "The Fashion Week for cool people," as the likes of Proenza Schouler, Alexander Wang, ThreeAsFour, Band of Outsiders, and newest addition Gareth Pugh have all signed on. While most of the other houses will be having runway shows in the space, French designer Pugh will be showing a video installation by Steven Klein. The Milk Studios space is being seen as a complement to the Mercedez Benz tents, and Fashion Week organizers have even scheduled a shuttle bus service to transport guests between the tents and the studio. Now that M.A.C. will be doing the makeup of its own sponsored Milk Studios shows, the Benz tents have gotten Maybelline New York to sign on as their new official cosmetics sponsor. Reps for Milk Studios said recently that more well known designers will be appearing on the roster before the end of the month.
Article and Photo Source: newyorkmag
Tags: Alexander Wang, Alia Rajput, Band of Outsiders, cool people, M.A.C., Maybelline New York, Mercedez Benz, Milk Studios, New York Fashion Week, NY Fashion Week, Proenza Schouler, shows, space, Steven Klein, studi, tents, threeASFOUR