MADISON AVENUE FASHION HERITAGE WEEK

  Hermes spring2015

MADISON AVENUE FASHION HERITAGE WEEK

MADISON AVE BTWN 57TH + 86TH STREETS

October 20 – 26, 2014

New York, New York

Fashion is all about the now; what’s in style at the moment; and what’s going to be in style. Fashion stays ahead of the curve. From October 20th-25th, 2014, 16 houses will showcase their fashion heritage for Madison Avenue Fashion Heritage Week. Some of that names that will participate in MAFH Week include Calvin Klein Collection, Carolina Herrera, Dolce & Gabbana, Emilio Pucci, Hermès, J. Mendeland Missoni. Using their store-front windows and in-store spaces to display exclusive historic garments and archival material, these fashion houses will also showcase new looks, which will draw heavily on the house’s older traditions.

The exhibition will take place from October 20-26, 2014, and will benefit the Museum at FIT through the museum’s Couture Council. Dr. Valerie Steele, Director and Chief Curator of The Museum at FIT, said, “The concept of ‘heritage’ has become ever more important for fashion and luxury companies, as discerning consumers increasingly seek authenticity and quality.” People want to know the story behind the clothes. What is the pedigree behind that Longchamp bag? Now that so many fashion houses have spanned generations, it is even more interesting to see the background and evolution of a particular house.

Besides the clothing artifacts, the exhibitions will include photos, videos, and interactive components. Bally will host an in-store shoe-shine, in homage to men’s footwear line Scribe. Brunello Cucinelli will trace how a garment is formed, from wool flake to finished piece. Emilio Pucci will host a “Design a Dream” event, bringing Italian printmakers to demonstrate how their prints are made. Missoni will host the kick-off reception with Dr. Valerie Steele, in conversation with Luca Missoni.

To bring all this into the now, Madison Avenue Business Improvement District has designed a mobile app, which will provide an audio/video tour of each brand’s heritage. Of course, there is also a hashtag: #MadisonAveFHW. Just because fashion is going back into its history doesn’t mean it’s going to stay there.

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