HERE COMES NYFW

...get ready for New York Fashion Week

by Maria Lazareva
Fashion magazines, dishy websites, and stylish stores all provide the mainstream media with a fashion fix; New York Fashion Week takes it to a whole different level. During its most stylish week of the year, the entire city is captivated: newspapers, TV stations, locals and even cabbies know what’s going on in Bryant Park. Last year, the city promised to provide a newer, bigger showcase to house the bi-annual event, moving away from the traditional tents at Bryant Park, which has been home to New York Fashion Week since 1993. Commencing in September 2010, New York Fashion Week moves to Damrosch Park at the Lincoln Center complex, home to the renowned Metropolitan Opera house and New York City Ballet.

This year's upcoming extravaganza - scheduled from the 11th-18th of February will thus be the last New York Fashion Week to take place in the legendary Bryant Park. Expectations are high and the producers are likely to deliver. The A/W 2010 week will see designers gather from around the world to exhibit their collections – runways flooding with the highly wearable and effortless pieces so characteristic of the New York style that even the most wallet-conscious consumer will be craving.

Alongside traditional biggies like Proenza Schouler, Ralph Lauren, Diane Von Fürstenberg, and the younger generations more recent favourite, Alexander Wang, new names will emerge from the upcoming fashion week. Showroom New York, a showroom funded by the state of New York aiming to promote “New York-made” fashion, held their Showroom Designer Jury on January 14th at Stoll Fashion & Technology Center. The showroom sought contemporary ready-to-wear and accessory designers to join them for the Autumn/Winter 2010 season.

The designers were judged based on quality, innovation and marketability. Designers currently housed at the showroom and new designers hoping to join were reviewed by a panel of industry professionals including Tanama Besosa Castillo, Market Editor of Allure Magazine and Joseph Ferrara of Garment Center Supplier Association of New York.

As far as the big guns of the fashion industry go, for his Spring/Summer 2010 collection Michael Kors stepped into unknown territory in the world of pastels. His soft palette of blush-pink, delphinium blue, lilac and pistachio, with watercolour-prints in the same shades looked fresh and sophisticated, a marked change from the clear, bright primaries which usually dominate. But will he come back to the solids for autumn 2010, or play with pastels for one more season?

The pre-fall collections provided certain predictions for fashion editors and fans worldwide. Alexander Wang led the young fashion pack with a youthful focus on layering, throwing shorts or a mini over those skinny pants and adding sexy, leather corsets on top of a shirtdress or under a suit at his showroom.
The colour palette of the Fall shows is anticipated to be a spicy mix of canary yellow, vermillion, pink and ruby, favouring embroideries and bold patchworks to simpler fare, as were seen at the pre-fall shows of Oscar de la Renta and Diane von Fürstenberg.

And as always, there is glitz, glamour and juicy celebrities to be expected also from the upcoming week. Rumour has it that the Kardashians are showing their Bebe line during Fashion Week, and taking place in the Bryant Park Hotel is the debut of Spanx’s menswear line.

Without a doubt, the Big Apple will once again go out of its way to welcome the expected 100,000 attendees, media magnates and Hollywood movie stars who come to see (or perhaps more likely – to be seen at) one of the planet's most celebrated fashion events. Bring on New York Fashion Week!