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Rebecca Minkoff is heading to the West Coast for her next fashion show.
The designer will stage her next see-now, buy-now presentation at The Grove on Feb. 4, five days before New York Fashion Week kicks off. Minkoff is working with The Grove, the popular shopping destination founded by L.A. developer and billionaire Rick Caruso, on several consumer experiences with retailers located at the outdoor mall. WWD first reported the news.
Minkoff is bringing her upcoming runway show to L.A. since the spring show’s theme involves California and the brand does a lot of its e-commerce business in the Golden State, according to the fashion news trade. Her company also enjoyed showing outside last season. Indeed, the next one will also take place outside “sometime around sundown,” with models from New York and L.A. walking along The Grove’s trolley tracks. If the bystanders from last season’s show are any indication, the presentation will no doubt attract the kind of attention the brand would want from local shoppers.
“Last season, when we took our show to the streets of SoHo, we saw just how eager our consumer was to be a part of the brand experience. There was a three hour line around the block just to get into the store to shop,” CEO Uri Minkoff said of the September show.
“This season we wanted to take the experience to one of our biggest markets: Los Angeles. Besides allowing her to see the runway show and see the collection, we will give her one of the biggest luxuries that we see our millennial consumer craving: the luxury of experience,” he continued. “We’ve seen that our consumer loves the experience of attending our runway shows and shopping the runway, but is there an even bigger opportunity where she can have a full day of experiences hyper focused to her millennial lifestyle? We’re now looking at what our girl likes to do in her down time and we intend to partner with the best health and wellness, beauty and technology partners to bring her the best full day experience.”
Minkoff is the latest designer to trade New York’s frosty February for L.A.’s year-round sunshine. Earlier this month, Tommy Hilfiger announced that he was going to present the next Tommy x Gigi collection on Venice Beach one day before the start of New York Fashion Week.
Much like the “Tommy Pier” fashion carnival in September, the L.A. show will be another extravaganza that will see 3,000 guests, including influencers, press and buyers, as well as consumers, on the Venice Beach boardwalk.
Tom Ford and Rachel Zoe are said to be setting up their February presentations in La-La Land, too.
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