The carefully prepared marketing campaign for New York's Fashion Week kickoff event, 'Fashion's Night Out' is about to explode onto the city. The buzz about the citywide retail initiative has been steadily growing as more and more stores, designers, and celebrities have signed on to participate. Just in case anyone in any of the five boroughs was unaware of the Sept. 10th event, a public service announcement will air on network TV, in taxi cabs and online beginning Wednesday. Leave it up to the CFDA, Vogue, and the city of New York to create the most glamorous PSA the world has ever seen, including appearances by Sarah Jessica Parker, Sean “Diddy” Combs, Carolina Herrera, Zac Posen,
Chanel Iman, Alexander Wang, Raquel Zimmermann, Karlie Kloss, Coco
Rocha, Daria Werbowy, Tory Burch, Jack McCollough and Lazaro Hernandez
of Proenza Schouler, Oscar de la Renta, Rachel Roy, Vera Wang, Ashley
Olsen, Jessica Stam, Donna Karan, Diane von Furstenberg and Isaac
Mizrahi. That sure beats cable access television!
Trey Laird, of Laird + Partners, developed the concept behind the PSA while
Douglas Keeve, director of “Seamless” and “Unzipped,”did the actual filming. “I had this wish list of people to cast and everyone basically said yes,” said Laird. And why shouldn't they? The event was originally planned as a way to get shoppers back into the stores using creative and fun devices beyond deep discounting. By the designers showing their enthusiasm for the festivities, the consumer in turn gets excited and attends resulting in a win-win situation for all parties involved. Zac Posen, who filmed his PSA segment with model Chanel Iman, said the media has evolved into a
tool for the fashion industry, adding that, while business is still challenged,
there has been evident progress. “It’s about survival till
the end,” Posen said. Other on-screen pairings include Rachel Roy with Sarah Jessica, Diddy with Isaac Mizrahi, and Oscar de la Renta with Coco Rocha.
Each participant was asked to wear the official Fashion’s Night Out T-shirt according to his or her own personal style. The last segment of the film features a huge crowd on 39th Street between Seventh and Eighth Avenues, filled
with hundreds of fashion industry employees, from interns to
merchandisers, clad in the Fashion’s Night Out T-shirts and cheering. Included in the final scene is newly-minted doc star and Vogue chief Anna Wintour who was supposedly, "cheering loudly, yelling louder than anyone else," according to to Laird. Filming is of the public service announcement is set to air all over the city and surrounding areas starting tomorrow.
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