Viva Los Angeles: Looking Back on Fall/Winter 2017
Last week we wrapped our fourth(!) Fall/Winter tradeshow in Los Angeles and could not be more excited! This time around we played host to 150 brands that ran the gamut of fashion with lines that featured ready to wear, accessories, active wear, shoes, and even hats. We had some incredible brands join us for the very first time like LoveShackFancy, Poppy + Pima, Jean Shop, and Shona Joy. And, of course, we were also glad to welcome back some of our favorite veterans including Korovilas, Ace & Jig, Pared Eyewear, LemLem, and many more.
Each season we like to take a look back at the process of crafting the show's theme, how we made it happen, and the end result. This season's theme combined quite a few things we love here at BA. Warm weather + anything shiny or sparkly + a good cocktail = VEGAS! We brought some 'viva' to Los Angeles with eclectic decorations, pops of color and, of course, sparkles.
Each piece of furniture and decor was carefully chosen by our master Show and Community Director, Adam Eisenhut, to evoke the spirit of Vegas without veering towards the obvious. A pastel palette, jars of candy, and even some slinkies kept the tone of the show light and fun, which is what we're all about!
The progression from the January show theme of Route 66 to Vegas felt natural thanks to our campaign photographers Sam Shannon and Kate Owen. Adam explains that, "[They] incorporated some Vegas lights as .gifs in some inspirational layouts they provided using campaign imagery they shot, so we ran with it!"
Once the theme was set, Adam began to take Vegas from an idea to a fully developed show. "[The development process] is a bit organic. I was really digging the pink background Kate + Sam edited into our fall shots and was feeling a tonal vibe. Then, Ban.do came along as a partner (providing tote bags and taking over our lounge) and use a lot of pink in their branding so that kind of sealed the deal on that." Adam used a mood board to keep the feel of the theme consistent, but flexible. He advises, "You have to keep an open mind as vendors may not have exactly the things you want, so it has to be more about a vibe than actual pieces."
We work closely with our vendors to find the best decor and furniture for each show to amplify the theme and provide a fun showing space for our brands and buyers to navigate.
Our graphic designer Andrea Messier Cuomo and her boyfriend Chris Arundel collaborated on our 'fabulous' Los Angeles sign, which ended up becoming a focal point of the show. While this was carefully thought out and produced, many of the details come from unexpected sources. "Hillary and Cara did a run to a funky nearby party shop/fabric store—it’s a bit unclear what it was, exactly—and found the fun rain curtains that we put up behind the sign. We’re a thrifty team!"
““It has to be more about a vibe than actual pieces.””
As far as plans for next show go, Adam and the team are already working on crafting the theme for June Resort! "We are working on getting all of our campaign imagery for the next year—so I’m sure that will dictate the feel of the show quite a bit! Whatever it is, it will be fun!"
The show also featured a ton of amenities ranging from healthy vegan lunches from DTLA-based KaleCart to an open bar from KW Private Bar Services. Each guest also received a super cute Ban.do + Brand Assembly tote bag with a sample of PreHeels inside and a refillable water bottle attached (We're all about saving the planet!).
Fall/Winter '17 was a huge success with brands and buyers alike making new connections in a fun and relaxing atmosphere. We always love coming to LA as we've had the opportunity to witness its resurgence as a fashion hub firsthand. Each season the influence LA has on the fashion industry as a whole becomes more and more apparent.
We want to thank everyone who played a role in this show from the team at Line 204 for getting us set up to our amenity partners to our brands and buyers in attendance. We get to put on these amazing shows because of you all! As we continue to host our carefully curated tradeshow, we can't wait to see how Los Angeles grows into its status as a destination for fashion and creative professionals. Stay tuned to hear more about the panel discussion we hosted (on this very topic!) in our LA Square!