|
||||||||||
|
 |
||||||||||||
|
||||||||||||
 |
||||||||||||
|
What Can Brown Not Do? |
|||||||||||
|
||||||||||||
UPS has had a fashion-based initiative for quite some time. As one example, UPS is now apart of a grassroots campaign to bring talented designers to the forefront of the fashion industry via the UPS hub at Bryant Park. It may not be readily apparent why UPS has undertaken such a fashion initiative and so we decided to explore the machinations behind the UPS hub. We sat down with Karen S. Cole, UPS International Public Relations Spokesperson and quizzed her on UPS's involvement at Bryant Park and the future of this initiative. The real question that begs to be asked is why did UPS decide to get involved in fashion? Actually, UPS has always been involved with the fashion industry. UPS already is helping fashion businesses large and small around the world. We understand what it’s like to get a critical bolt of fabric from Italy through Customs, have that sample arrive next day to your Chinese manufacturer, or go direct to stores before the trends change. We’re letting the fashion industry know we can help move their concepts to closets, whether it’s just across the street or around the world. We know you need things yesterday –and so we like to think UPS is reliable as that little black dress. UPS underwrites the bill for all the designers (this season 10 total) and that is a pretty hefty sum. Clearly the designers win because of the allure associated with the tents and the media coverage, but what is the obvious benefit for UPS? UPS wants to show its support of the industry through helping emerging designers. Through UPS Delivering Fashion’s Future at Olympus Fashion Week, our aim is to cultivate and promote new talent from around the world. As fashion businesses grow – whether they’re established or just starting out – UPS can be that partner behind the scenes so they can focus what they do best, design and sell, and not worry about the shipping and logistics. Did you approach Fashion Week or did they approach you with this idea? We had sponsored a few designers at Fashion Week on our own since 2003, including Miguel Adrover and b michael. Along the way, we met Fern Mallis of 7th on Sixth, the creative force behind Fashion Week. We both collaborated on the idea to make a unique opportunity exclusively for emerging designers that was never before present at the Bryant Park shows. It was important for the spotlight to be on these young, deserving designers and we couldn’t be more proud to help fulfill every designer’s dream of showing “under the tents.” |
|
|
|
If memory serves me right, most of the designers showed at 9am, which is one of the hardest times to get press to be present - - did that affect the buzz surrounding any designers and are you planning on showing in some later hours? Actually, the designers showed at different times during the week, but no matter if it was 9am or 9pm, there was no shortage of great attendance by major press and industry influencers. People were really excited to hear about who the next faces of fashion would be. Last year, Project Alabama graced the cover of Women’s Wear Daily during the week, Doo Ri had rave reviews for her collection and Abaete landed an amazing opportunity with Payless after showing in the UPS venue. Everyone has told us that bringing emerging designers to Fashion Week added a great new element to the shows. If a designer is interested in this fabulous opportunity, what is the first step? Is there a website that outlines everything? We distributed a call for designers through a press release and interested designers could submit their portfolios to be reviewed by 7th on Sixth and a fantastic panel that included industry experts from Vogue, Elle, Parson’s, CFDA, GenArt, Fashion Group International, Saks and Henri Bendel. Designers were required to have been in business for at least two years and to have sold a minimum of two collections to a variety of boutiques and department stores. Does UPS get involved in anything else concerning the designers pre or post showing in the tents? UPS held a reception in New York in August to formally introduce the lucky designers chosen to show in the UPS venue to media and fashion industry insiders. A few of the designers will also be participating in “Inside Fashion’s Future,” an event inside the tents to discuss the art and business of fashion with local New York design students. Held during Olympus Fashion Week, the panel will be moderated by Sass Brown, a fashion design professor at FIT. |
|
|
|
What is your hope for this venue as it grows? Are there any similar initiatives outside of NY? I am aware you have something setup in France and Italy, correct? We heard about so many success stories from the designers that showed in the UPS Hub venue, and we couldn’t be happier for them. We hope that this year’s designers enjoy that same success from the attention given to them as a result of showing under the tents…and of course as those orders come pouring, UPS can be there as their global shipping and logistics provider as they grow. We’ve also supported several designers around the world including fashion sponsorships in Paris and Rome. UPS has a strong European network and it makes sense to have a presence in the fashion capitals of the world, so we’ll continue our support there. What has been the most challenging aspect of this initiative at Fashion Week? There are only 10 lucky spots and we wish we could give all the talented, emerging designers a shot! Is there anything about the fashion industry you don’t like? What would you change? We wish Brown would always be in season. We’d like to think it will never go out of style! Note: All ten designers' collections are viewable in our Fashion Week roundup - - enjoy! For More Information: |
|
|||
|
||||||||||||