Fashion promoter 7th on Sixth to try its NY model in LA

LOS ANGELES: New York fashion-show organizer 7th on Sixth announced last week that it will begin hosting runway shows during LA's fashion weeks, offering more media-friendly venues that could draw greater press attention to the events.

LOS ANGELES: New York fashion-show organizer 7th on Sixth announced last week that it will begin hosting runway shows during LA's fashion weeks, offering more media-friendly venues that could draw greater press attention to the events.

Despite the strong attraction between the fashion and entertainment industries, Los Angeles has long been considered at best a second-tier venue for designers.

Part of that perception comes from a lack of organization around fashion events and the geography of the city, which often forces visiting journalists to spend more time driving to venues than actually viewing new lines of clothes.

"Editors and stylists get overwhelmed," said Jennifer Posner, director of fashion and celebrity branding at People's Revolution PR. "The good thing about having 7th on Sixth involved is that they will pick a central location for everyone to come to."

7th on Sixth, which organizes New York's Mercedes Benz fashion week, announced it will create ready-to-use runway venues at The Standard hotel in downtown LA, a recently opened bastion of hipness, beginning with the April shows.

"We're coming out to do what we started to do in New York 10 years ago - modernize and centralize," said 7th on Sixth head Fern Mallis. She added that there will be a "big outreach" to fashion media to encourage attendance.

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