L.A.'s plans for Fashion's Night Out on Sept. 10 are coming together.
This year, the Beverly Center will serve as the official hub for the event, which is being organized in collaboration with the mayor's office. A news conference with Mayor Antonio Villaraigosa is expected next week to announce plans, according to Susan Vance, marketing and sponsorship director for the Beverly Center.
The mall at the corner of Beverly and La Cienega boulevards will host a runway show in its Center Court, with celebrity guests in attendance and trolleys at the wait to transport shoppers to other destinations in the city, Vance said.
The two major local hubs for last year's inaugural Fashion's Night Out event were the Fred Segal Center on Melrose Avenue and Neiman Marcus in Beverly Hills, and with Beverly Hill's ramping up its own efforts this time around (plans include putting a Ferris wheel in the middle of Rodeo Drive), the Beverly Center seems a more accessible Los Angeles option for a couple of reasons.
First, it's within easy trolley distance of the Robertson Boulevard, Melrose Avenue and West Third Street shopping districts. Second, while the mall is home to many luxury brands -- including Burberry, Gucci (soon to be joined by Fendi and Prada), it also boasts outposts of True Religion, Ed Hardy, Forever 21 and H&M.
In fact, Beverly Center's unique mix of retail reflects the trend of high-low dressing, mixing luxury handbags with fast fashion apparel means the mall is likely to draw a more diverse crowd to the event, and Vance notes that the shopping center tends to attract a younger customer -- those in the coveted age 18-to-35 demographic.
Founded in 2009 by Vogue magazine and the Council of Fashion Designers of America as a global celebration of fashion and to help jump-start spending during the economic downturn, Fashion's Night Out celebrations are planned for Sept. 10 in dozens of cities in the U.S. and abroad.
-- Booth MooreRodeo Drive spins the Ferris wheel for Fashion's Night Out
Photo: A runway show staged at Neiman Marcus in Beverly Hills was part of 2009's Fashion's Night Out festivities in Los Angeles. This year, the Beverly Center will serve as the official hub and include a trolley service to take shoppers to other retail districts around town. Credit: Lawrence K. Ho / Los Angeles Times