CHICAGO — Fashion industry promoters here posed a promising question: Why not combine one of the Windy City’s top local-talent fashion shows with the city’s top women’s apparel market?
Then, not only will Chicago designers have their moment in the spotlight, in front of hundreds of retailers and buyers, they also will enjoy the opportunity to do some real business. Retailers, meanwhile, always clamoring for fresh merchandise, can choose from some truly undiscovered lines.
That thought becomes reality next month when Chicago’s Merchandise Mart unveils its August StyleMax market, running Aug. 13 to 16, including the sixth annual “Chicago is … Red Hot!” fashion show and a designer incubator.
The incubator will house exhibit space for 19 of the city’s newest designers participating in the Aug. 14 fashion show, which showcases 46 Chicago area women’s, men’s and children’s apparel and accessory designers.
“We thought the best thing we could do for the kids is to put them in front of stores,” said Susan McCullough, vice president of apparel for Merchandise Mart Properties Inc. “Even if they don’t sell anything, they’ve been through the process. If nothing else, they’ve learned something valuable.”
To make this opportunity happen, Merchandise Mart Properties partnered with the Apparel Industry Board Inc., which hosts the fashion show every year.
“Chicago is … Red Hot!” blends a mix of veteran designers, such as Lauren Lein and Caroline Rose, who participated in past shows, as well as emerging lines such as Doris Ruth, Double Stitch and Evil Kitty. Newcomers were selected by a 10-person industry panel and were required to be selling to at least one store.
“We’re extremely excited,” said Erika Simmons, who runs Double Stitch, a line of funky crocheted apparel with her twin sister, Monika Simmons. “For us, it will let a lot of people know that we’re here, and that there’s a lot of talent in Chicago. We’re trying to get as many contacts as possible and we want to build a lot of relationships with people not just from Chicago.”
Participants in the incubator are required to attend a “Trade Show 101” seminar to be held at the Merchandise Mart on July 26 to ensure designers understand the ins and outs of conducting business at the market.
Related Articles
You May Also Like
“By putting these design ingenues in front of buyers at such a prominent trade show, we hope to help them secure space for their lines in the stores, so their businesses will continue to grow,” said Dorothy Fuller, president of the Apparel Industry Board Inc. “We intend to keep the apparel industry in Chicago flourishing and want to promote these rising stars in any way we can.”
Buyers are invited to a free 6 p.m. “Chicago is … Red Hot!” fashion show at the Mart’s Special Events Atrium, while the public attends an 8:15 p.m. show at the same location. Tickets to the second show, reception and dinner cost $150 and VIP preferred seating with reception and dinner costs $250. Proceeds from the event, sponsored by Richard H. Driehaus, Target, Fashion Group Foundation of Chicago, the Stanley Paul Foundation, Nordstrom and others, go toward the Apparel Industry Foundation’s scholarship fund. Some 600 to 700 people are expected to attend each show.
McCullough, meanwhile, hopes the fashion show and incubator will generate excitement and interest in the newest StyleMax market.
“We hear from stores over and over that they want to differentiate themselves,” she said. “This gives them a chance to do that.”
The Mart traditionally hosts StyleMax two times a year, in October and March. Due to the show’s popularity, market organizers added an August show and next year will launch four versions of StyleMax in February, April, August and October.
StyleMax, now held on the Mart’s recently renovated seventh floor, features more than 4,000 lines spread over roughly 100,000 square feet. Buyers have said they appreciate the ease of shopping so many resources on one floor.