Fashion’s Night Out hits Las Vegas once again
Anna Wintour started Fashion’s Night Out in New York in an effort to breathe a little life into a deflated fashion industry. Now in its third year, the brainchild of Vogue magazine’s editor in chief has become a global party that every retailer wants to be a part of and every savvy shopper wants to attend.
Here in Vegas, the list of participants has expanded. For retailers, it means more competition for the big event tonight, but for the public it means one memorable "night out."
The Galleria at Sunset is new to the party, but plans to appeal to savvy Green Valley and Henderson shoppers who’d rather not make the trek to the Strip. In addition to complementary minimanicures and makeovers, guests will have the opportunity to meet Gretchen Rossi of the "Real Housewives of Orange County," who will host the evening.
Choosing Rossi made perfect sense for the marketing team at the Galleria. Not only is she a part of a hit show, but the mall’s shoppers can probably relate with the reality TV star.
"She’s kind of the fashionista of suburbia herself," says Heather Valera, marketing director of Galleria at Sunset.
Fashion shows will run through the evening with styling demonstrations in between.
Keeping in tune with Wintour’s original intention for Fashion’s Night Out (FNO), the Galleria hopes to generate excitement about fall fashion.
"We really just want to provide a fun night that highlights the fashion industry," says Valera. "We want to give shoppers a reason to come out on a night they maybe normally wouldn’t."
Shopping venues on the Strip hope to do the same. The Shoppes at The Palazzo has brought in celebrity couple Giuliana and Bill Rancic to host its events. There will be a Q&A with the couple and a drawing for a $2,000 couples shopping spree. It’s not just a call to female shoppers but a call for them to bring the hubby along for the ride.
Giuliana and fashion have become well acquainted through her red carpet work for E! and her commentary on "Fashion Police." She also has a clothing line coming out in January. To have a celebrity with high-profile fashion associations connected to Vegas’ biggest fashion event of the year should bring even more awareness to the city’s premier retailers.
It doesn’t hurt that she’s a personal fan, either.
"I definitely consider Las Vegas a major player in terms of shopping," she says. "I don’t think I have ever taken a trip there without coming home with several shopping bags. From Barneys New York to Victoria’s Secret, Vegas has it all."
Another FNO novice, Crystals at CityCenter, joins the festivities with a focus on all things local. KLAS news anchors Chris Saldaña and Dayna Roselli emcee the evening that includes performances from Nevada Pops Jazz Trio and L.A.-based Fitz and the Tantrums, as well as makeup tips from a Dior artist, step and repeat photos posted straight to Facebook and fashion raffles that include a Donna Karan Infinity dress.
The real pride and joy of the evening, however, lies in the charity aspect. Twelve boutiques at Crystals have partnered with 12 different local charities. From Tom Ford to Tag Heuer, from the Smith Center for the Performing Arts to Cleveland Clinic’s Lou Ruvo Center for Brain Health, Crystals hopes its FNO efforts simultaneously benefit its renowned retailers and deserving Vegas causes.
Each event has to be approved by Vogue in order to tag itself as an official part of FNO. The night makes for a great way to kick off the fall shopping season, but it’s also validating.
"It’s an honor to be associated with it," says Judy Stone, director of marketing at Crystals. "Some people still have a different image of Vegas, so anything to change that is great."
Stone also points out that Crystals is a perfect fit for the event as the first 20 pages of the reputable September issue of Vogue boast ads from retailers that call Crystals home in Vegas.
One noticeable absence will be Wynn Las Vegas and Encore. Both have luxury retailers that are powerhouses in the fashion industry but neither are taking part this year. The two properties plan on coming back in 2012.
The Forum Shops at Caesars, however, is back with 75 participating retailers. You’ll find Chinese tarot readings at Eric Andrew Collection, makeovers at Dior Beauty, facials at Fresh and champagne flowing in a slew of other boutiques.
The big event here, though, is Las Vegas’ Best New Designer contest. Matt Goss will announce the winner after a fashion show featuring the three finalists’ designs.
Over at Fashion Show mall, Saks Fifth Avenue has Heidi Cornell of Young, Fabulous & Broke in house, as well as Mercedes Martinez of Mix 94.1. Representatives from Chanel accessories and Donna Karan personalize the shopping experience and each department offers a different way to celebrate.
Neiman Marcus and the Make-A-Wish Foundation of Southern Nevada partner up to provide a Make-A-Wish VIP Lounge at NM Cafe and a fashion show that will make one Wish Kid’s dream of becoming a model come true. Neimans will also have performances by Zowie Bowie and Kara Ross and Roberto Coin trunk shows.
Every shopping venue certainly has the party aspect covered. But will the party turn into profits?
"We hope people come and have a good time," says Stone of Crystals. "But we hope they come and shop, too. That’s our ultimate goal."
