February 17th, 2012 | Posted By Erin Serrano
The lights, the runways, the models, the clothes! This is what one thinks when you say New York Fashion Week. For this PR girl, my mind goes to – the boxes, the vendors, the spotlights, the signage, the caterers, the press, the wine! Not exactly the most glamorous of images, is it?
For the past six years, I have had the pleasure of working on my client’s big NYFW program – the Ecco Domani Fashion Foundation created by Ecco Domani Wines. It is an amazing program that gives the best and brightest emerging designers the chance to present their collections on fashion’s biggest stage. The fun part for me is getting the unique peek behind the curtain of glamour.
Making your mark…
Now there’s no question why a brand would want to be a part of this major event. You’re getting your product in the hands of highly-influential fashionistas and connecting your brand to the world of style. But making that happen and making it memorable is more than just pouring wine. For Ecco Domani in 2001, it was about leveraging the brand’s modern and stylish brand image and making a footprint in fashion that would create a lasting impact on the industry as a whole. Enter DeVries and the Ecco Domani Fashion Foundation! For 11 years, we have helped launch the careers of some of the biggest names in fashion like Zac Posen, Derek Lam and Alexander Wang to name a few.
It’s more than just pretty clothes…
My friends look at my job and think – “Oh wow! Fashion Week – it must be so glamorous!” What they don’t see is the months of work that goes into building a program that will grab the attention of the most sought after editors and writers all within a sea of other glitzy brands.
From stalking showrooms and new designers to sifting through over 200 applications to make sure each one qualifies – my team’s work begins almost a year before the lights go up on the runway. During Fashion Week, we are working with seven different designers (and personalities) to make sure their shows are ready to go while coordinating catering teams to pour that oh-so-important wine at each event. Not to mention, is the gobo spotlight working? Did Women’s Wear Daily get their invitation? Are the signs where they need to be (yes that was us walking down 10th Avenue carrying an eight foot tall step-and-repeat because there was no time to messenger it!)?
But when it all comes down to it and you take a step back to see all the hard work pay off, it’s a great feeling. When I meet the designer who, with tears in her eyes, tells me that this program has changed her life, I’m proud of my work. When my clients are all smiles as they walk into the event that my team has worked so hard to put together, I feel glamorous, on the inside.
Erin Serrano is a Senior Account Supervisor here at DeVries. You can find her talking all things wine and travel on Twitter.
February 25th, 2010 | Posted By DeVries Archive
In its ninth season, the Ecco Domani Fashion Foundation once again made a huge impact at New York Fashion Week. With high-profile events and shows, EDFF continues to build its reputation in identifying the rising stars of fashion. This year also marks a huge milestone for the foundation – to-date EDFF has donated over $1 Million dollars in support of emerging designers!
On Friday, February 12th Robert Verdi and Ecco Domani Wines of Italy kicked off Fashion Week with the annual EDFF Winners’ Breakfast at the stylish loft space, Luxe Laboratory. The breakfast honored the 2010 award recipients including: Altuzarra, The Blonds, Prabal Gurung, Salvor Projects, Siki Im, Prova, and Organic. The Ecco Domani team arranged for special guest, 2004 EDFF alum and fashion icon, Derek Lam to speak to this year’s winners about the importance of receiving the EDFF award and the impact it had on his career. The breakfast was attended by fashion industry insiders and editors from top publications including Vogue, The New York Times, Harper’s Bazaar, InStyle, New York Magazine, Women’s Wear Daily and AOL Stylist.
Each of the 2010 award recipients hosted runway shows and presentations throughout Fashion Week. Show attendees, including industry insiders and celebrities such as Rachel Zoe Saldana, Adam Lambert and Anna Wintour, sipped on Ecco Domani wines as they watched the collections go down the runway.
The 2010 EDFF program culminated with the first-ever joint runway show featuring looks from all 7 award recipients at Bryant Park. The star-studded front row boasted several stylish celebrities including: Gossip Girl’s Kelly Rutherford, Private Practice’s Kate Walsh, 90210’s AnnaLynne McCord, socialite Tinsley Mortimer, and supermodel Molly Sims! And, be sure to stay tuned as footage from this year’s program will also be featured in a special half-hour documentary highlighting the Ecco Domani Fashion Foundation and the 2010 winners to air on the Lifetime Network this March.
October 6th, 2009 | Posted By DeVries Archive
A few weeks ago, our Tide client was chosen as by Brandweek as one of the ten “Marketers of The Year,” in honor of last year’s fashion forward campaign that launched Tide Total Care. Brandweek acknowledged the P&G brand team and all the agencies that contributed to the campaign…including the team at DeVries! As the piece explained, “…Tide Total Care, was the detergent brand’s first foray into the world of washable fashion.”
So it was only fitting that on September 15th, Tide Total Care sponsored Geren Ford’s Spring 2010 show at Elle’s Style 360 event during New York Fashion Week. Tide Total Care chose to partner with Geren Ford to once again illustrate to consumers and media that “washable is fashionable”, as 65% of the pieces featured in the show were made from washable fabrics.
In a unique departure from traditional Fashion Week fare, Tide invited four “real moms” to walk the runway in looks by Geren. Three were mom bloggers that the team has gotten to know over the past year, including Victoria Pericon of Savvy Mommy, Colleen Padilla of Classy Mommy and Audrey McClelland of Mom Generations. These ladies opened the show in machine washable looks that were chosen specifically for each woman by Geren’s team. As busy moms and businesswomen, Tide’s blogger models demonstrated that fashion can be easy to maintain and should fit seamlessly into a real woman’s lifestyle.
During the show, the bloggers enthusiastically captured the event through pictures, vlogs and tweets. After the show, the bloggers wrote posts detailing their experiences at the show. Each blogger noted what an amazing experience it was to walk in the show, and talked about how about Tide Total Care helps moms stay fashionable while maintaining a busy lifestyle. Audrey McClelland commented, “Geren Ford’s SPRING 2010 Collection debuted to the world yesterday, and it was perfection. Tide Total Care sponsored her show, which I thought was absolutely ‘fitting’ since 65% of her runway fashions are washable wear. That’s right – ‘washable is fashionable’ – saving us moms tons and tons of time!”