Quite a Fashionable Fairy Tale

FashionGPS sponsored report

Stacy Lomman Spring 2011 Collection
Photo: Randy Brooke

Once upon a time in New York City, Stacy Lomman, a talented, albeit not very wealthy designer, needed to find a way to finance her first New York Fashion Week runway show. So, with no Fashion Fairy Godmother in sight, this young createur conjured up a way to make her dreams come true. As reported on our DFR on August 13, Lomman, who was a former head designer at Joan Vass, turned to Social Media, in order to find not just one, but several Fairy Godmothers (and a few Godfathers, tossed in for good measure) to act as sponsors. With an eye on debuting her premiere, signature collection for Spring 2011 – “Precious Metal” – on September 13th, Lomman eventually raised approximately $12,000 from supporters on Facebook, as well as readers of her blog, taffetadarlings.blogspot.com.

Photo: Randy Brooke

For those interested to know more about all of this, the website, kickstarter.com, touted Lomman’s story, under the apt title of “Launch a Label at NY Fashion Week! Hot new designer collection!”, giving viewers the chance to pledge money at different levels, starting at a mere $5, all the way up to backing the designer and her show, with an “adopt a dress in the collection” pledge of $650 (or more). At this level, a sponsor got the interesting chance to own one of Lomman’s made-to-order dresses, each valued at $1,500+, plus a signed, color copy of the original sketch of the applicable garment, in addition to a one-of-a-kind Collection Book, including collection photos, copies of the sketches, designer bio, and creative inspiration. Also included in this package: show invite (travel expenses not included), the designer’s signature T-shirt, a signed postcard and a sponsor mention in the show program.

Photo: Isabelle Erb

In the end, Lomman’s plan worked like a magic charm, and the show, complete with goody bags, went on. Held at the fashionable midtown NYC restaurant Bricco, a good number of sponsors, along with press and assorted glitterati came to see what all the buzz was about. The designer, sporting a fabulous ensemble, featuring a gold mesh halter, with chain-link ties at the back, leather mini and sky-high, gold stilettos, greeted the crowd. One backer, Barbara Brandes, a Monroe college career counselor, connected with Lomman, through her (Brandes) daughter, jewelry designer and Lomman’s friend Wendy Brandes. Wendy Brandes is another of Lomman’s sponsors. “I have been a career coach to Stacy and I donated money to her line because I believe that if I can help someone to find the right career, that makes me happy”.

Photo: Randy Brooke

Yet another sponsor, Christine MacDonald, a glam, plus size, redhead from Huntington, NY, who hooked up with Lomman through the website, and then met her personally over lunch, “adopted” Lomman’s “Gwendolyn P” , sparkling, metallic coated silk dress with chain and bead trim, as an homage to her (MacDonald’s) grandmother, aptly named, “Gwendolyn”. James D’Adamo, Group Advertising Director, Hearst Magazines, and Fashion Group Board of Directors member, met Lomman at a fashion event and “opened myself up to her right away. We went back and forth on Facebook, and I encouraged my friends to know about Stacy; who she is and what she was doing. I became a sponsor, in what I viewed as a crowd sourcing investment. I gave a little money to make a big thing happen; sort of like raising an Amish barn, I wrote her a check”.

Left: Designer Stacy Lomman with model after the show
Photo: Wendy Brandes

While all of this was wonderful in itself, the interesting part of the story was allowing a designer without deep pockets to produce a fashion show during one of the most visible times of the season in New York City. The star of this show, afterall was the collection of evening and cocktail dresses. The majority of the strong, feminine looks, which focused on influences of l960’s Paco Rabanne, mixed with the glamour of the late 1940’s were credible and lovely. There were several standouts that commanded attention. In particular, this editor notes the gutsy and strong cotton and lurex with chain skirt that closed the show. This piece, much like Lomman, serves up more than just a bit of bravura, power, and the desire to step out of the traditional fashion box. Lomman deserves to be recognized for doing things in a different way; by not being afraid to go out on her own, and doing what needs to be done. And in the end, giving a new twist on what a “Fashionable Fairy Tale” is and can be.

– Adrienne Weinfeld-Berg