10/2/09|After NY Fashion Week and Marc Jacobs, We’re Hydrated and Tired!
What an incredible experience FIJI Water had at NY Fashion Week this season!
The show was a huge success.
FIJI Water was enjoyed at more than 50 events during the week, including shows from Marc Jacobs, Cynthia Rowley, Zac Posen, Luca Luca, Alexander Wang, Y-3 by Yohji Yamamoto, Thom Browne, and many more. Models, stylists, production crew, PR people, and guests could all be seen carrying FIJI Water’s square bottles and enjoying what’s inside them. We received calls on our cell phones from panicked designer reps if our deliveries were even a little bit late, all with the same, “The models need FIJI Water!” You’d think it was an emergency. And maybe it was.
For sheer drama this season we’d have to choose the Marc Jacobs show. When we arrived an hour before showtime, we saw that the clothes were just arriving, too. As assistants wheeled them off the truck and into a service elevator, a
FIJI Water was available behind the scene.
headset-wearing production person kept yelling, “Hurry! They need the clothes now!” Backstage it seemed more peaceful, as the makeup folks carefully painted models’ faces a stark white. FIJI Water bottles littered the makeup tables as photographers snapped away. Outside hair and makeup, the all-white set constructed for the show started to fill with guests. Anna Wintour arrived early. Rachel Zoe followed. The room filled almost to capacity and then a pack of large guys — bodyguards — entered, and we heard excited whispers all around us: “It’s Madonna!” We could only see the top of her head, but we recognized companion Jesus Luz in tow.
When the show started, we finally got to see those late-arriving clothes that the New York Times later described as a “combination of Eastern and Western styles” with “ruffles and frills everywhere” and overall “a terrific presentation.” The amount of detail on each look made them fascinating to watch as they went by, almost as if — but, wait! What is happening over at the main entrance to the room?
Each detail contributed to an exciting, event-filled week.
It’s Lady Gaga! She has arrived, wearing a leather-studded Venetian Carnivale mask as only she can. The afterparty is to be in her honor, so as the important guest that she is, she is†accompanied by Marc Jacobs’ boyfriend, Lorenzo Martone. But since the show has started, they cannot be seated, and so have to stand for the full 15 minutes, with Lady G in sky-heeled boots. It made for great theater but distracted from the clothes!
