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Fashionistas will be able to grab UK fashion on NY Runways
25
Jun '09
UK Designers will be given a unique opportunity to participate in a new fashion trend, set to hit the catwalks of New York in September 2009. The recently formed New York Fashion Week Organisation (NYFW), a non-profit charity that benefits children in need, will stage a series of charitable consumer fashion shows at Madison Square Garden's Theatre venue. NYFW is inviting UK designers to submit their entries and better still there is no participation fee.

Consumers have long been fighting for the ability to buy the latest creations worn by pop icons such as Beyonc Kanye West and Katy Perry on demand. However, the fashion industry has traditionally been ruled by a select few, primarily comprised of top designers and magazine editors, who determine the hottest styles to reach high street clothing chains.

Fast fashion, a term used to describe the immediate release of designer creations straight to the consumer market is rapidly gaining in popularity with customers who are no longer willing to wait the six months or more that it takes garments to make the journey from catwalk to shop window. The concept is becoming popular not only with high street shoppers but also with image conscious celebrities - as highlighted by the US first lady, Michelle Obama, who was recently seen sporting an H&M dress during one of her public appearances.

A shift towards direct-to-consumer marketing will enable customers to become their own fashion buyers. Fashionistas near and far will not only be able to purchase tickets for the exclusive catwalk shows hosted this Autumn by NYFW, but will also be able to buy their favourite designs straight off the runway on their mobile smart phones.

And these events will not only enable designers to showcase their latest cutting edge creations ahead of their competitors, but also to manufacture garments according to consumer demand. Because of this, the new Autumn venue is attracting industry-wide attention from many high end fashion firms and boutiques, both locally and internationally.

Love it or hate it, the consumer is taking control of the fashion industry and events that emphasize the importance of including consumers are rapidly spreading.

With that kind of demand, the industry is becoming more aware that the end consumer is the real buyer, and so designers are now more willing to sell direct to customers.

And the fashion conscious masses will not only be able to fulfil their fantasy of sitting stage side at an exclusive runway show, buying the latest designs at will, but they will also be making a contribution to help others in need. All ticket proceeds from the September event will benefit Garden of Dreams, a charity for children in crisis.

New York Fashion Week Organization is currently teaming up with sponsors and will be sending out invitations to designers shortly. Young designers interested in participating may send their press kits to DesignerParticipation at NYFW 2 Penn Plaza, NY, NY 10121 Suite 1500.

New York Fashion Week


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