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EM & Co Celebrates Its 9th Season of "Up Next: L.A. Designers"


On October 14, EM & Co celebrated its fifth anniversary and its 9th season of L.A. Fashion Week participation as a staunch supporter of emerging L.A. designers, with a fashion installation and runway show introducing two new designers, and its latest collection from EM Reconstruct. EM & Co sees the current state of the L.A. Fashion Week as an opportunity for allowing designers to connect with the public in a more artistic fashion instead of trying to rival New York and Paris.

Los Angeles, CA, October 23, 2010 --(PR.com)-- On October 14, EM & Co celebrated its fifth anniversary and its 9th season of L.A. Fashion Week participation as a staunch supporter of emerging L.A. designers, with a fashion installation and runway show introducing two new designers, and its latest collection from EM Reconstruct.

The event started with an indoor/outdoor installation of live models sporting Jordan Klein Men’s collection of easy-to-wear, ‘post-preppy’ pieces. The sweaters, jackets, and shirts, together with the studded scarves, received a very positive reaction from men and women alike. The first runway show featured holiday/resort dresses and separates from new L.A. designer, Mariska. Her office-friendly, well-constructed pieces combining lightweight wool, silk piping, and leather, paired with military boots and chunky jewelry for an edgier, darker look, showed the versatility of her designs.

The EM Reconstruct collection, an eco-friendly line created from recycled knits and leather, re-launched in March 2010, featured designs by Krys-n-Jack and EM, as well as two reconstructed kimono pieces from Queenie4ever. The white masks worn by the models created an additional ‘edge’ to the deconstructed, but otherwise-wearable pieces, as well as a slight nod to the approaching Halloween season.

While many focus on the economy and the future of LA Fashion Week, EM & Co’s owner and designer, Eveline Morel, chooses to focus on the wealth of design talent that L.A. has to offer. True to its motto, “think global and act local,” EM & Co has steadily supported emerging local designers, with over 15 fashion events over the last 5 years in its ever-changing boutique space.

Along with Alisa Loftin, former owner of Aero & Co and staunch supporter of L.A. designers, she sees the current state of L.A. Fashion Week as an opportunity for allowing designers to connect with the public in a more artistic approach. The traditional runway show where the ‘chosen few’ watch models strutting down a catwalk is out of reach for many new designers, and has been increasingly abandoned as of late by established designers, for alternative mediums. “Installation-style or models walking down a runway, designers need to connect with the end consumer. The live streaming of our events takes this connection to a global scale, where it’s all headed…Instead of trying to rival New York with fashion shows, why not brand ourselves as the hotbed for new talent?” asks Morel.

The 100+ guests attending the event, tastemakers, media, friends, and celebrity fans of the designers, enjoyed cocktails and handpicked tunes mixed by DJ Jasepi, whose runway music included an original mash-up of industrial and Hungarian folk tunes.

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About EM & Co and EM Reconstruct:
The EM Reconstruct label, available exclusively at EM & Co, represents the latest trend in eco-conscious fashion: Up-cycling of garments. Combining edgy trend-setting style with eco-friendly practices, existing garments are re-fashioned and modified, sometimes beyond recognition, into new creations. EM & Co’s “Up Next: L.A. Designers” series has shown during L.A. Fashion Week for the past 9 seasons. Located on West 3rd Street, EM & Co, supplies fashion-conscious shoppers with a well-orchestrated mix of fashions from world-class designers (i.e., Vivienne Westwood, Iodice, Stella McCartney, JC de Castelbajac, Anna Sui), as well as innovative styles from emerging L.A. talent. Featuring over 30 lines from around the world in its gallery-like space, EM & Co is also an active supporter of local talent, hosting monthly art exhibits and other events featuring local artists and designers. For more information about EM & Co, please visit: www.emandco.com. To view photos from past EM & Co events, please visit: http://emandco-calendar.blogspot.com/.
Contact Information
EM & Co
Eveline Morel
323.782.8155
Contact
www.emandco.com

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