California Apparel News

A touch of California fashion is accompanying Gov. Arnold Schwarzenegger on his weeklong trade mission to China later this month.

The governor has invited four prominent Los Angeles designers to accompany his entourage to Beijing, where they will participate in a runway show to highlight California’s creative talent.

Invited on the all-expenses-paid trip were Kevan Hall, Louis Verdad, Chan Luu, and Max Azria of BCBG Max Azria. Los Angeles designer Monique Lhuillier, known for her beautiful wedding gowns and sophisticated dresses, was invited but turned down the opportunity because she is five months pregnant, a representative from her office said.

The theme of the runway show, which also will highlight the creations of four Chinese designers, is a “Tribute to Hollywood Style.” It will be part of a gala evening Nov. 16 that is emphasizing the best of California’s culture. It includes a VIP reception and the world premiere of the latest Harry Potter movie, “Harry Potter and the Goblet of Fire.”

“Because fashion is so impacting, both culturally and visually, we feel a runway show will be a strong component,” said an email that was sent to invitees by Full Picture, a public relations firm whose New York office is coordinating the designers’ participation. Full Picture was founded by Desiree Gruber, who is close to Schwarzenegger and is his longtime representative. She is married to actor Kyle MacLachlan and is an executive producer of “Project Runway,” a TV reality show focused on up-and-coming designers.

The impetus behind the runway show was Sheryl Main, the governor’s director of foreign and specialty media. Part of the trip’s purpose is to talk about intellectual property rights. “I thought it would be an interesting way to spice things up,” Main said. “When people talk about intellectual property rights, people forget designers have the same problems as film industries and studios.”

This is the first time in recent memory that a California governor has included a state fashion component in a trade mission.

In 1999, Gov. Gray Davis headed a twoweek trade mission to Europe, Greece and the Middle East to promote commerce, but fashion wasn’t on the agenda.

The ’wow’ factor

According to insiders familiar with the upcoming China trip, each designer is to show four to five looks that reflect either the classic or contemporary feel of Hollywood. That includes red-carpet evening gowns and dazzling dresses.

Organizers of the runway show are asking that designers’ looks reflect a glamorous theme and be on the “wow” side. Models, both American and Chinese, hair and makeup stylists, and dressers will be provided.

“I don’t know what I will be showing, but it will be highlights from my Spring 2006 collection,” said Hall, who showed that lineup Oct. 16 at Mercedes-Benz Fashion Week at Smashbox Studios in Culver City, Calif. “I’m flattered and honored to be participating in this.”

Hall, who was the designer and creative director for Halston from 1998 to 2000, is known for his elegant evening gowns that epitomize the style of Tinseltown events. His creations have been worn by Reneacute;e Zellweger, Debra Messing, Sharon Stone and Halle Berry.

For Spring, Hall showed airy designs in shades inspired by the sea, seen in his mossgreen and aqua-blue evening dresses. Nipped waists for suits and dresses, and circle skirts were popular.

Louis Verdad, too, will draw from his Spring 2006 collection, also seen Oct. 16 at Mercedes-Benz Fashion Week at Smashbox Studios. He is hoping that showcasing his redcarpet looks will take California fashion to another level. “It is not so much about me being represented but what is going on in Los Angeles. I think that is an important issue,” said the U.S.-born designer who grew up outside of Guanajuato, Mexico. “It is a creative effort to put something together that will find a different market overseas.”

Verdad has had a strong Hollywood following for several years, since Madonna’s stylist, Arianne Phillips, discovered Verdad’s well-tailored designs, which often take their creative cue from the 1940s and ’50s. Madonna, Britney Spears and Christina Aguilera all wore Verdad creations when they attended the MTV Video Music Awards in 2003.

At Verdad’s Oct. 16 fashion show, “It Girl” Paris Hilton headed the celebrity lineup in the front row.

Verdad, known for his love of vintage, showed an abundance of summer dresses reminiscent of Audrey Hepburn. His evening gowns were resplendent in charmeuse and silk chiffon.

Chan Luu also appeared at Mercedes-Benz Fashion Week at Smashbox Studios in October. The veteran jewelry and accessories designer launched her clothing collection just last year. The Vietnam-born Luu has a store on Robertson Boulevard showcasing her jewelry, accessories and ready-to-wear collection.

A 1975 graduate of the Fashion Institute of Design & Merchandising in Los Angeles, Luu doesn’t have a strong presence in the eveningwear category. But she does do sophisticated dresses. “She doesn’t do gowns, but her accessories and her clothing definitely have a glamour feel,” said Tu M. Tran, her public relations representative, who will meet Luu in China for the fashion show. Currently, Luu is in India.

Whirlwind trip

The trip’s organizers are picking up the tab for each designer, including airfare, accommodations and other expenses. Travel expenses for any additional personnel or travel companions must be provided by the designers. Most designers will only be spending a few days in Beijing, enough time to take part in the Nov. 16 presentation and then return Nov. 17.

The governor’s entourage includes 80 business leaders, two-dozen members of his administration and his wife, Maria Shriver. The trade mission begins Nov. 14, stopping in Beijing, Shanghai and Hong Kong. The trip is being funded mostly by private donations from companies that would like to do business with China.

Most business leaders will be paying their own costs, but administration travel expenses are being paid for through private donations. Agricultural interests are sending a representative to help promote California agricultural products that have had a hard time gaining access to the Chinese market.

Schwarzenegger said his mission is to promote California’s tourist attractions, seek business opportunities for California’s energy providers and attract Chinese investment in California.

Late last year, Schwarzenegger led a fourday trade mission, called “Taste of California,” to Tokyo. The 57-member delegation touted California’s agricultural interests and tourist attractions as well as promoted investment in the state.