Logistics for 'fashion week' no small feat

Designer Betsey Johnson and daughter LuLu at the 3rd Annual Yahoo! Internet Life Magazine's Online Music Awards in July

September 14, 2000
Web posted at: 5:24 p.m. EDT (2124 GMT)

By Sara Nolan
Fashion Wire Daily

(FASHION WIRE DAILY) -- You might think that those billowing tents in New York's Bryant Park herald the circus' arrival.

But fashion unmistakably breezes through the air in the form of willowy models, unshaven designers and the Martian chic of headset-wearing production assistants. Yes, it is 'fashion week' in the Big Apple, and by now the whole city knows it.

"There's no one major worry," says Fern Mallis, executive director of 7th on Sixth, which runs the continuous stream of fashion shows that began Thursday in the middle of Manhattan for the spring 2001 collections. The shows run through September 22.

"Right now I'm praying that the weather holds out," she says wistfully, remembering last year's very disruptive uninvited guest, Hurricane Floyd. "Weather is definitely a huge concern when you're dealing with temporary structures."

But the real headaches, according to the veteran show organizer, happen months before. "It starts with our agreement with Bryant Park," Mallis tells FWD. From there it's on to getting permits from the City Parks Commission. Next, she has to woo the Department of Transportation. "They're very, very important," says Mallis.

"With their blessing, we're able to close 40th Street at points during the day, mostly for refueling our generators." Consider that the generators used to power 7th on Sixth could provide power for a town of 35,000 people, and the ensuing gridlock takes some perspective.

Then, of course, there's Mayor Rudolph Giuliani. He may be particular about what kinds of activities take place in New York, but he's a staunch 7th on Sixth supporter. "In fact, the mayor's office just called to see when he could come over," Mallis says.

Sponsor roster

This season, 7th on Sixth is back on 6th, as it were. The tents have been reconfigured for better circulation, and a loft space has been added to the other venues, the Pavilion, the Studio and the Tent.

"This is a project with so many variables," she tells FWD from beneath one of the newly erected tents, which buzzes with activity. Just behind are designers Tommy Hilfiger and Betsey Johnson, quickly attracting a crowd as they are interviewed in front of the Chevy Cavaliers they designed for a General Motors charity, Concept: Cure.

The nonprofit 7th on Sixth depends almost entirely on sponsors like General Motors. This year, beauty emporium Sephora joined the sponsor roster, setting up makeover booths and putting out trend reports all over the tents.

Alitalia and E! Style are also new sponsors. And as usual, Evian will have a large presence. According to 7th on Sixth's calculations, heated fashionistas will go through approximately 96,000 Evian bottles over the course of the events.

With so many Evian swigging bodies running about, there is the inevitable spill over onto the streets and into the surrounding stores and restaurants.

In spite of the fact that the Bryant Park Grill becomes a virtual office/kitchen for many fashion editors during the hectic week, the day manager insists that it's business as usual. Hard to believe, especially considering that Joseph Abboud is holding his presentation there this week.

The Grill's blase attitude notwithstanding -- maybe it's just a fashion thing -- life under the tents seems pretty good for now.

"There's a kind of happy giddiness going on," says Mallis who, though it took her a while to find some free time for this interview, is surprisingly relaxed and jovial at the moment. "There's a lot of action, and there's a very upbeat feel going on."

Kind of like the circus.

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