Directives West: 'Dreaming About California'
Directives West, a merchandising consulting firm headquartered in the California Market Center, showcased its vision of key Spring 2009 styles for the contemporary, juniors and girls’ markets.
The runway show, presented Oct. 6 at the California Market Center in collaboration with Directives West’s sister company, the Doneger Group, featured three trends: “California Hippie,” “Neo Romantic” and “Technicolor.”
The show, dubbed “Dreaming About California,” showcased styles from a range of market resources and attracted a packed house of buyers in town for the Los Angeles Majors Market.
Directives West’s Sandy Richman opened the show, urging buyers to “entice customers like never before” with value-added items, accessories and a unique point of view. Scarves, hats, leggings and shoes, she said, are key buys, as is denim—something she said has historically performed well in down-market cycles. “Denim is recession-proof, even in the heat of summer,” she said.
The show opened with a bohemian collection. Hemlines varied, grazing both thighs and the floor and everything in between. Ethnic prints from around the world were blended with the California-girl staples of denim shorts, low-slung belts and chunky jewelry.
Romance and a more refined brand of femininity were key to the second collection. Dresses and blouses with voluminous silhouettes and cascades of ruffles were tempered with bare legs. Colors ranged from jewel tones to sugary pastels.
Girlishness took on a street edge for the ’80s-tinged neon collection that closed the show. Everything from T-shirts and leggings to denim and party dresses got a dose of amped-up color. —Erin Barajas
