It seems that nothing exists these days without corporate sponsorship, whether itâ€™s a sports teams, blockbuster films, or fashion. Most sponsorships are simple correlations between a product and a specific demographic. MAC, Kinerase, Atkins, and Gap Body are obvious partners for Olympus Fashion Week. And then there was UPS?! The UPS Hub was the fourth venue under the tents this year. The Hub was colored in the unmistakable UPS brown bucking the traditional convention of white and black. Brown delivered in a big way for 10 up and coming designers.
Keep an eye onâ€¦
Project Alabamaâ€™s show opened with a young fiddle player and set the mood for the down-home with a contemporary twist collection. The intricate detailing, like hand-sewn appliquÃ©s employing the talents of over 150 artisans in Alabama, is equal parts socialite and cowgirl chic, with enough flair to flatter an edgy hipster.
Doo.Riâ€™s sophisticated collection attracted top buyers and superstars from fashion media. The beautiful, wearable clothing in a neutral palette with uncluttered layers caught the eye of Robert Burke (Bergdorf Goodman) who was quoted, â€œ[This] was especially beautiful, weâ€™re taking it for the store.â€
Lauren Poretzky of AbaetÃ© (ah-by-ah-tay) presented a collection inspired by the film Black Orpheus and she generated even more buzz with the announcement that AbaetÃ© would be donating 10% of the proceeds from sales of her â€˜Sheilaâ€™ jumper to families of UPS employees displaced by Hurricane Katrina. It is her way of giving back the company underwrote the shows of 10 emerging designers, talent that would not have shown under the coveted tents, if not for UPS sponsorship.
Sheila jumper from AbaetÃ©, designed in specially in ‘UPS brown’ comes in 6 other colors and will retail for $395.00
The UPS Lounge under the main tent displays designer’s spin on the UPS uniform.
Brilliant branding, UPS clad guys hand out brownies to fashionistas, but did they eat them?!
The gals from UPS hooked me up at a swank cocktail reception in The Hub.
With the chaos of last minute deliveries of clothing and accessories coupled with the abundance of beige, brown, and ecru on the runways, it ended up that UPS was the perfect sponsor for Fashion Week begging the question for Spring 2006, “Is brown the new black?”