Fashion’s Night Out in Los Angeles, with the official phrase “Shop for something good,” didn’t leave as much of a hole in the pocket as it did a gap in the expectation department for Angelinos.
A product of American Vogue’s editor-in-chief, Anna Wintour and Council of Fashion Designers in America, FNO was created just last year in New York before Fashion Week, in hopes of boosting the fashion industry and economic morale in one night all over the world.
FNO has transformed into a one-night global party phenomenon for more than 100 cities across the globe, including London and Rio de Janeiro, Brazil. Local cities like Cerritos and Alhambra celebrated the night on a smaller scale.
Over 300 retailers were open late night in over 100 cities. Neighborhoods like West Hollywood, Los Feliz, Robertson Blvd. and Abbot Kinney participated by welcoming late-night shoppers with special accommodations.
LA mayor, Antonio Villaraigosa, also endorsed the event. Villaraigosa even made an appearance at Intermix on Robertson Blvd.
Shoppers were allotted business hours from 6-10 p.m., offering in-store surprises like discounts and free appetizers, drinks, and shirts.
“I was actually really surprised that most people weren’t aware that an event was going on, but when they [were] here, they surprised themselves and got to see fashion shows, great deals, and the whole fashion experience.” Amy Tung, FNO volunteer and Fashion Design major at FIDM, said.
Rodeo Drive had a Ferris wheel installation, while Fred Segal was one of the most popular stores of the night, with many people loitering outside of its space.
Marc Jacobs had a photo booth station while Y-3 next door, had a gathering with shoppers decorating around the store.
The cross street over, Opening Ceremony had vendors set up items like a flea market. The Beverly Center had minimalist performance artists to end the night. Stores like Chinese Laundry offered cotton candy, Diesel served drinks and H&M filled the room with music from an in-store DJ.
Late-night food trucks were on standby, during a quiet night in LA, they also benefited from the late night business hours.
After 10:30 p.m. Industry and XIV threw after-parties that were available to shoppers who purchased $25 or more that night.
FNO in Los Angeles is just getting started, but with the success of this year’s event, it is a possibility that it can return in the future.
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