Festivals are always a huge part of the Summer throughout the world, and the events attract celebrities, music junkies and fashion lovers in their thousands. The catwalk report from festivals is always something that I love looking at in the summer issues and online.
Howerver the Music to Know festival in East Hampton, N.Y., this summer will not only play host to well known music artists such as Bright Eyes. Fashion Entrepreneurs the Olsen twins will also be making their debut to the festival scene. The two will be launching a pop-up shop - a trend that we have been blogging about over the past few weeks in particular due to its increasing popularity with well known and respected fashion labels. Their store will take the form of a tented booths that aim to turn the festival on Aug. 13 and 14 into a one-stop shopping destination. The Hamptons festival (musictoknow.com) may well be the first planned from its inception as a platform for fashion marketing.
Approximately 30 brands are set to participate, 90 percent offering clothing and accessories. Each will pay roughly $4,000 for the smallest booth, and $6,000 for the largest, in a makeshift retail environment aligned on a runway of the East Hampton airport. Their presence is forecasted to account for 25 to 30 percent of the festival’s financing.
The introduction of fashion, including Madewell and my ultimate fashion legend inspirations the Olsens’ Elizabeth and James label, “went from being an afterthought to a forethought,” said Chris Jones, an organizer of the event. Fashion, he said, is expected to play a vital part in a festival envisioned as a conclave of artists and merchants who confer on one another, he said, “a kind of cool by association.”
“Smaller, more intimate festivals like this one reach a more specific customer,” Mary-Kate Olsen said. Youthful and experimental, that shopper may be receptive to “small items and kind of kitschy concepts,” Ashley said, adding that the festival would be an ideal place to test new ideas. Among their offerings will be canvas bags and graphic T-shirts from Elizabeth and James and StyleMint, the Olsens’ by-invitation online store.
Howerver the Music to Know festival in East Hampton, N.Y., this summer will not only play host to well known music artists such as Bright Eyes. Fashion Entrepreneurs the Olsen twins will also be making their debut to the festival scene. The two will be launching a pop-up shop - a trend that we have been blogging about over the past few weeks in particular due to its increasing popularity with well known and respected fashion labels. Their store will take the form of a tented booths that aim to turn the festival on Aug. 13 and 14 into a one-stop shopping destination. The Hamptons festival (musictoknow.com) may well be the first planned from its inception as a platform for fashion marketing.
Approximately 30 brands are set to participate, 90 percent offering clothing and accessories. Each will pay roughly $4,000 for the smallest booth, and $6,000 for the largest, in a makeshift retail environment aligned on a runway of the East Hampton airport. Their presence is forecasted to account for 25 to 30 percent of the festival’s financing.
The introduction of fashion, including Madewell and my ultimate fashion legend inspirations the Olsens’ Elizabeth and James label, “went from being an afterthought to a forethought,” said Chris Jones, an organizer of the event. Fashion, he said, is expected to play a vital part in a festival envisioned as a conclave of artists and merchants who confer on one another, he said, “a kind of cool by association.”
“Smaller, more intimate festivals like this one reach a more specific customer,” Mary-Kate Olsen said. Youthful and experimental, that shopper may be receptive to “small items and kind of kitschy concepts,” Ashley said, adding that the festival would be an ideal place to test new ideas. Among their offerings will be canvas bags and graphic T-shirts from Elizabeth and James and StyleMint, the Olsens’ by-invitation online store.
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