The first show I attended during LAFW 2010 was the First.LA show in the penthouse of the Cooper Building. First LA was presented by the group, Directives West. Directives West is the West Coast merchandising consulting division of The Donegar Group. Their mission statement is “We provide clients with comprehensive market analysis in all categories of business, including womens contemporary, better, junior, moderate, accessories, mens, young mens and childrens, with the unique perspective and indisputable influence of West Coast fashion and lifestyle.” According to V.P/G.M.M Janine Blain, First.LA was the first contemporary show in LA. Usually the contemporary market doesn’t have the opportunity to show, but nevertheless, the show was a huge success. Of all the Fall 2010’s Seasonal Trends: ‘The Big Stitch’, ‘Luxe Military’, ‘Boudoir Treasures’, and ‘Game On’; Janine felt that ‘The Big Stitch’ and ‘Luxe Military’ were this season’s key trends.
Before the show, I chatted with fellow fashionistas and old friends, while meeting another friend Ashleigh McGrew, who is also a blogger, and her boyfriend Nick.
Ashleigh and I sat in the front row and watched as looks from over thirty brands (from the Cal-Mart, New Mart and Cooper Buildings) sashayed down the runway. My favorites included pieces from Black Collection, warm comfy knit sweaters, fun hippy-inspired pieces by Thursday Island, beautiful natural stone necklaces by Dara Ettinger, bold pieces from Niki Shadrow’s line, “Positively Bold” and willowy sequined tops by Dolan.
Special Thanks: Lauren Stillman of LSPR (www.laurenstillmanpr.com), J, Ashleigh McGrew & Nick, Ilse Metchek of the California Fashion Association (www.calfashion.org), Janine Blaine of Directives West (213-627-8306 110 E. 9th St. Suite A227 LA 90079) and of course, all the designers and models!