Rock Fashion Sketches L.A. Fashion Week Plans

The newest player on the Los Angeles Fashion Week calendar, New York–based Rock Media & Entertainment, was recently in town working on the Los Angeles edition of Rock Fashion Week.

Setting up shop in the Renaissance Hotel at Hollywood & Highland, Rock Media Principal Scott Rosenblum and President Nicole Purcell offered a glimpse of what they have planned for Los Angeles in October.

The event is slated to be held Oct. 28–31 at Paramount Studios with a large Halloween party on closing night.

For its October event, plans call for 12 to 14 runway shows featuring a mix of local, national and international designers, as well as a group show for emerging designers. Rosenblum and Purcell anticipate a mix of contemporary and couture, as well as denim, swim and menswear. “To have anything legitimate, you have to have a mix,” Rosenblum said.

There will also be plenty of parties around town to round out the scene. Rosenblum and Purcell are finalizing details with Paramount, but they anticipate hosting runway shows set against the backdrop of Paramount’s gates on Bronson Avenue, as well as in the studio’s theater and in a tented space on the lawn.

“It’s turnkey for all the designers,” Purcell said. “We provide the front of the house [production], back of the house [production], DJ, hair and makeup. They bring the clothes, models and music.”

Opening prices for runway events range from $10,000 to $17,000. Rosenblum said some designers opt for something more elaborate. For example, they can host a closing-night runway show followed by an afterparty.

The company, which hosts similar events in New York and Miami, is currently setting up a local team to help bring Rock Media’s mix of film, fashion and music to Los Angeles.

The company already has a foothold in Los Angeles with its three-day Haven event, which bowed last February in the Hollywood Hills. Timed to coincide with the Academy Awards, Haven featured a runway show that included Russell Simmons Argyleculture, Born Uniqorn and Yansi Fugel.

Rosenblum and Purcell hope to have an initial lineup of designers for Rock Fashion Week by the end of July. For information about the event, e-mail —Alison A. Nieder