Hats Off to IMG and Mercedes-Benz

By Hope Wilkos
South Florida Blogger

New York City is known as the ‘Fashion Capital of the World’. Twice a year, in February and September, the city is engulfed in the frenzy and excitement of what has come to be known as Fashion Week.

Today, the mastermind behind the single largest media event is IMG. IMG Fashion is dedicated to facilitating a gateway to the fashion world. With the sponsorship of Mercedes-Benz, IMG Mercedes-Benz Fashion Week attracts over 200,000 designers, journalists, editors, writers, celebrities, models and buyers. The event generates over $770 million in income for New York City.

Fashion Week got its start in 1943 as ‘Press Week’. The Macklow Hotel, now known as The Millenium Hotel on 44th Street, was the first location to house runway shows.

In the 70’s and 80’s, designers from around the globe moved over to unfolding their collections in lofts, restaurants and clubs across the bustling city. This worked for a multitude of years but then Fern Mallis, Vice President of IMG, came up with the brilliant concept in 1994 to show all designer fashions in one unified location. Bryant Park was unanimously chosen. This was convenient and worked well for over sixteen years. Fashion shows were held in white tents within the Park until the event expanded to the point that it outgrew the Park.

The catalyst of change became September 2010. The most recent successful and much larger venue is now Damrosch Park in Lincoln Center. Spring/Summer 2011 collections were unveiled here this past September.

Thanks to IMG and Mercedes-Benz, they have transformed the Center to a stylish locale with much more lobby and backstage space and more expansive areas for presentations. The elegance is unmatched with the courtyard fountain and the huge white marble Mercedes-Benz Fashion Wall drawing its spectators inside. The attendees enter the lobby on a red carpet and view the schedule of the day’s events projected on the wall. Designers can play videos on a full length screen behind models while they glide down the runway.

IMG and Mercedes-Benz have been instrumental in creating such a successful and organized event.

This past September 10th, New York City celebrated the second annual “Fashion’s Night Out” not only across New York City but this was quite a party and shopping extravaganza in many cities across the world. The evening has become a major milestone for the Spring/Summer Fashion Week for years to come.

Fashion Week attracts designers such as Anna Sui, Badgley Mischka, Betsey Johnson, Vivienne Tam, Derek Lam, Nicole Miller, Odd Molly, Richie Rich, Perry Ellis, Tommy Hilfinger and Vera Wang just to name a few. Designers have the opportunity to let the viewers preview their newest collections for next season.

Celebrities such as Sarah Jessica Parker, Brad Cooper, Jennifer Lopez, Claudia Schiffer, Keira Knightley, Blake Lively, Leighton Meester, Rachel Bilson, Katie Holmes, Jamie-Lynn Sigler, the Kardashian sisters and more flock to see the latest fashions.

The shows are invitation-only and each fashion designer is responsible for the guest list. Journalists are urged to seek accreditation prior to the event.

It has been announced that IMG has a 5 year contract to host Fashion Week at Lincoln Center. Confirmation has also been received stating Mercedes-Benz will stay on as the sponsor until 2013.

The two highly respected companies working in unison deserve a ton of accolades for a great job and kudos for all their efforts, dedication and hard work.

We look forward to a successful Fall/Winter 2011 Fashion Week in February 2011.