GEN ART F/W 2010: LOS ANGELES FASHION WEEK

March 18, 2010

Los Angeles Fashion Week seems to have lost even more steam this season than I thought possible. Not only has the relationship between IMG and the Factor brothers dissolved, marking an end to Mercedes-Benz Fashion Week at Smashbox Studios, but few – if any – editors are making the trip for the west coast shows (especially given budget cuts).

In fact, you can’t even call the events taking place from March 16^th through the 25^th shows, as they’ re more like random promotional events with organizers touting B and C-list celeb names that will be in attendance. If there is one event, however, that does still hold some merit, it’s Gen Art.

Hosted by Kanye West’s girlfriend, model Amber Rose, the event was held on Tuesday March 16th to kick off Fashion Week Los Angeles F/W 2010 poolside at the Tropicana at Roosevelt Hotel. The event celebrated the achievements of notable Gen Art’s fashion alumni, each of whom had one of their pieces showcased on a model.

This year’s featured designers included Brigid Catiis, Eduardo Lucero, Elmer Ave, Endovanera, Erik Hart, Freddie Rojas, Geren Ford, Wren, Grey Ant, Jared Gold, Jeffrey Sebelia, Katy Rodriguez, Kit Scarbo, Louis Verdad, Orthodox, Project Runway alum Rami Kashou, and Society for Rational Dress.