"How To Buy a Seat at a Fashion Show
By PIA CATTON, Staff Reporter of the Sun | September 4, 2008
Twice a year, the giant white tents go up at Bryant Park, signaling the return of Mercedes-Benz Fashion Week. But while the location itself is central and visible, it's a bit of a tease for the public. Every season, passersby gather outside only to be turned away by burly security guards who have heard it all.
What's a fashion obsessive to do? Short of trying to slip in or con someone at the door, which can get you summarily bounced, there's one move that always works: Spend your way in.
At almost every level, money talks. Emerging designers are typically in need of capital and sponsorship; bet on a rising star and you'll be sure to have a thank-you seat at the show. Established designers set aside seats for top clients who make recurring, major purchases.
"For people who are not in the industry, the shows are fun," Danish designer Camilla Staerk said.
Ms. Staerk, who is showing her fifth collection in New York this Sunday, recently opened her first retail boutique — and adjoining work space — at 182 Mulberry St. For her, establishing a connection with shoppers is integral to the process of creation. With her studio just a curtain away, she's able to pop out when people come through the shop. "It's so refreshing for the designer to be able to meet the consumer," she said.
But it's also exciting for the consumer to meet the designer — and American Express is tapping into that demand. The credit card giant, a corporate sponsor of fashion week, offers packages that allow card members to watch a show from a separate seating area high above the fray, much like a luxury box at a sporting event. Prices for the Skybox start at $150 for one show and $250 for two shows, and are available to holders of the American Express Gold, Platinum, and Centurion cards."
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