L.A. Fashion Week Fall '10: Alternative
Alternative joined the Los Angeles Fashion Week lineup with a “Carnivale”-themed collection shown on the runway at the Atlanta company’s Los Angeles headquarters.
Dubbed “The Show Must Go On,” the Alternative runway show was inspired, in part, by the HBO series “Carnivale,” said Greg Alterman, chief creative officer and founder of Alternative. “We wanted to capture the sophisticated minimalism and enduring optimism of a bygone era, specifically 1930s Americana and its wonderfully unique vaudeville culture,” he said.
The show—and party, featuring a performance by The Walkmen—drew a fashionable crowd that included Decades owner Cameron Silver, designer Henry Duarte, and actresses Nikki Reed, Krysten Ritter and Shenae Grimes.
On the runway, Alternative offered a casual-chic take on the 1930s with plenty of layered henleys, overalls and slouchy pants worn with suspenders. For the girlie side of the “Carnivale” theme, there were floral-print dresses, wrap tees and high-waisted leggings.
The show also featured limited-edition pieces designed for Alternative by Richard Chai and Jeremy Scott. The collaboration pieces—including a Modal/silk top by Chai and a black scoop-neck bodysuit and T-neck dress by Scott—first bowed on the two designers’ runway shows in New York earlier this year.
“We were looking to branch out into the designer market with involvement in major New York Fashion Week shows,” said Alterman, who described Chai and Scott as “the perfect partners for collaborations with Alternative.”
“As two of the fashion industry’s most well-respected, accomplished young designers, their creative visions were an ideal match for Alternative’s luxurious, innovative fabrications,” he said, adding that the company is looking to collaborate with other designers in the future.
“We love supporting designers and want to continue collaborating with them, so stay tuned,” he said.
This fashion show and party also an gave visitors an opportunity to check out Alternative’s new Los Angeles headquarters in the Primrose Design Building, located at 833 S. Spring St.The company plans to participate in future Los Angeles Fashion Week events.
“This is just the beginning,” Alterman said.—Alison A. Nieder
