Tonight marks the 4th annual installment of Fashion’s Night Out here in New York. And, in just a few short years, a certain expected effort has become typical, if not a hallmark of the occasion.
Year one was full of excitement, novelty and hype. It was an excuse to witness history in the making, if not become part of it ourselves. We were empowered to shop and given reason to do so. We tempted the economy out of its slump, with the purchase of exclusive items bought in a crazed high that can only come from large crowds, limited accessibility and a sense of urgency. And we believed we could move the needle of our collective economic misery ever so slightly. As the true patrons of fashion we were, we could look good while doing it.
But, as year two and three came and went, the hype of FNO began not to resemble a high end, more stylish black Friday, but instead opening night of some theatrical production (or worse, a three ring circus). As brands and retailers began doing everything within their power to bring people in and get press, FNO became more spectacle than sales driver or bottom-line-booster.
Celebrities (some even singing karaoke), on the spot designer manicures, fully costumed mascots parading on the streets, and stores where merchandise was stripped out all started to become the standard.
Now, as attendees and participants of FNO, we anxiously plot out our destinations using the official interactive scheduling tool, carefully selecting based not on where we want to purchase our fall wardrobes, but by where booze is a sure fire thing.
We must admit, there’s something exciting about a world-wide fashion party, and something special about retailers going to such great lengths to create an experience. But what we are most excited for isn’t the theatrics, it’s the brands and retailers who elect to do something truly distinguishable for FNO; who we’ll be watching closely this evening and reporting on in the days to come. In the meanwhile, happy FNO.
Photo Credits: 4 Eyes Photography
