(Los Angeles, California, November 1, 2002 Press Release) – 7th on Sixth Executive

Director, Fern Mallis, announced plans to launch Mercedes-Benz Shows LA at a

press reception held this evening on the rooftop of the Downtown LA Standard

Hotel. Mercedes-Benz, luxury automotive company also announced their title

sponsorship of this new fashion initiative. Guests included LA based

designers Richard Tyler, David Cardona and Bradley Bayou, fashion industry

press, buyers and influencers and Los Angeles City officials.

7th on Sixth, the production company that produces the bi-annual

Mercedes-Benz Fashion Week in New York City, will assist the Los Angeles

fashion community to stage three days of runway shows in downtown Los

Angeles. “As we’ve been watching the creativity and energy of the LA

designers and the resurgence of the downtown area, we realized that the

talent here should be galvanized to help make LA a fashion destination for

the world’s fashion press and buyers,” said Mallis. With the success we’ve

experienced in New York we look forward to collaborating with these

designers to accomplish their mission to put LA on the world’s fashion


“Los Angeles has a sense of lifestyle and fashion that is unlike anywhere

else in the world” remarked John Koehler, Regional Operations Manager for

Mercedes-Benz USA. “We are proud to sponsor fashion events that allow

designers – and Mercedes-Benz – to jointly promote style, luxury and

original design. It’s a natural partnership.”

“The New York showing of my collections was instrumental to our success,”

said designer Richard Tyler who also spoke at the press reception. “The

vision and generous work of the 7th on Sixth team brought so much more

exposure to all the designers who have participated in Mercedes-Benz Fashion

Week. Individually, I feel it contributed to my receiving three CFDA awards.

Mercedes-Benz Shows LA coming to Los Angeles will not only give

opportunities to the designers and the fashion industry here, but to Los

Angeles as a whole.”

Mercedes-Benz Shows LA Fall 2003 Collections will take place April 1st –

4th, 2003 at LA’s hottest new hotel, the Downtown LA Standard. 7th on Sixth

plans to produce five to six shows a day in three venues, two inside the

hotel and one in a tent to be erected on the parking lot adjacent to the

hotel entrance. Additional information regarding size, capacity and cost of

the venues, along with amenities and benefits offered to designers and

guests of the shows will be announced at a later date.

In an effort to attract the most exceptional talent LA has to offer,

Mercedes-Benz Shows LA has created a steering committee comprised of a

small, select group of fashion and style leaders. This committee will

identify the most promising talent in the Los Angeles area who are deserving

of an underwritten show space, and will designate one designer each day for

the “Mercedes-Benz Shows LA presents….” show. In addition, the committee

will offer a general overview and advice on the balance of designers who

will be listed on the schedule.

Mercedes-Benz Shows LA will also establish a host committee comprised of

local leaders, influencers, fashion insiders and enthusiasts to lend their

name and support to this new fashion industry initiative.

Media Contacts:

Brooke Primero

Bragman Nyman Cafarelli


Jacquie Kelleher

7th on Sixth




Ernest Schmatolla is publisher of Lookonline since 1994. It is the longest running fashion site on the Internet.

No Comments Yet

Leave a Reply

Your email address will not be published.