Trina Turk to Unveil New Look at NY Fashion Week
On Feb. 10, Los Angeles designer Trina Turk will host a fashioninstallation at Mercedes-BenzFashion Week in New York tounveil the new look for her collection.
“We’re have beenworking on a branding project in an effort to elevate and modernize who we areas a business,” Turk said. “The collection is more sophisticated. We’re using[better] fabrics.”
Earlier this year,the company hired San Francisco agency Cutwater to handle advertising anddigital-media strategy, beginning next spring. Cutwater has worked with appareland accessories brands including Levi’s, Adidas, Ray-Ban, Arnette and Persol.
Trina Turkcustomers know the label for its sophisticated mid-century Palm Springsaesthetic, which the new direction will retain.
The theme for Fall2013 is “Modern California,” and retailers and editors will have an chance toreview it at an installation setting at The Box at Lincoln Center.
This marks thefirst time Turk will have shown at NewYork Fashion Week in thecompany’s 17-year history. The designer showed at Mercedes-Benz Fashion Week inLos Angeles during the early days of organizer IMG’s involvement with Los Angeles Fashion Week,and she has shown her swimwear and resort collection at Mercedes-Benz Fashion Week Swim in Miami Beach, Fla.
Turk said shewanted to show at New York Fashion Week to connect with the international pressand retailers who attend those shows.
“As much as I am an LA cheerleader, we haveto be in sync with the contemporary brands who are our peers,” she said.
