Oct 15, 2011
On Sat night October 15, 2011, the House of Blues hosted a series of Runway Shows: Will I Am, rugged yet casual menswear; Fredericks of Hollywood, women’s swimwear; NAMI, casual women’s wear; Multeepurpose, casual women’s wear with a message; GLAUDI, couture women’s wear; Lauren Nicole, summery, light colored, and sheer women’s wear; Britboy, an interesting British twist on women’s and men’s wear; APERIRE, from a Japan, and lastly Pentard Couture. In attendance was HRH Princess Theodora of Greece and Denmark.
From the moment attendees arrived at House of Blues Sunset Strip last Friday, they were entertained from every angle. From sponsor AMP Radio’s promo van and a tent full of free giveaways blasting music to start a party in the street to vitaminwater zero’s interactive photobooth. Project Ethos’ pink themed event in honor of National Breast Cancer Awareness Month was a huge success. After crossing the pink carpet guests signed the “Ink It Pink” wall hosted by Sharpie® to raise awareness for cancer research. For every signature, a dollar was donated to the cause.
Former American Idol competitor Julie Zorilla performed a soothing musical set with her guitar as doors opened. As anticipation for the fashion show grew, the always energetic Pete Wentz premiered his new labor of love Black Cards as headliners of the concert. Lead singer Bebe Rexha was sexy and full of girl power as she marched on stage with booming vocals. Hosting the event was AMP Radio DJ Michelle who drew attention to the four interactive art installations which were placed around the venue and featured live painting.
The Industry Meet and Greet in the Foundation Room included a hosted bar from Voli Vodka and gave participants the opportunity to network with media and buyers from places such as the Doneger Group and Milkmade and curators from Gallery Nucleus, Royal-T and more. Motorola featured a technology suite where they demoed their newest bluetooth headset and gifted pieces exclusively to VIPs.
The fall collection for I.AM by Will.I.Am featuring blazers and jackets made of tweed and wool opened the fashion show. The remainder of the showcase inclu ded sponsors and designers Frederick’s of Hollywood Swim and Cardiwrap by Kymaro, in addition to everything from a t-shirt collection benefitting a variety of social causes to couture gowns from the 10 designers. TNT Agency styled the hair and make-up for the 100 models that walked the runway. The garments presented as part of the “vitaminwater zero™ Flavor Fashionista Challenge” took center stage and were announced one by one as the finale of the event naming their designer and inspiration. The text-in voting was a major success and got the audience excited and involved. A record number of votes were captured for the contest with the award going to designer Johana Hernandez (GLAUDI) who stated, “My flavor was vitaminwater zero™ Glow. I am inspired by women in the spotlight who are confident and push things to the limit. I wanted to make an avant garde look so I used a bright fuschia color and tried to make the fabric look like liquid by hand painting the metallic sequins fabric. I was very surprised when I found out that I won. It was a fashionista fairytale.”
$1 of every Pink Carpet ticket will be donated to Stand Up To Cancer (SU2C) and the event will raise awareness for SU2C’s mission. Stand Up To Cancer (SU2C) is a program of the Entertainment Industry Foundation (EIF), a 501(c)(3) charitable organization. SU2C raises funds for “Dream Teams” of scientists collaborating on research that will get new therapies to patients quickly in order to save lives now.
Project Ethos produces events showcasing fashion, music, and art all under one roof, on one night. By merging a fashion show, live concert, and art gallery in one space, we create a unique new experience for participants and attendees. Project Ethos furnishes opportunities for featured participants by arranging an invigorating event attended by key buyers, media and tastemakers.
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