Sweet Fashion for Spring and Summer 2012 at MAGIC

By Vanessa McConnell

Photos by Dwight “DKei” Jones

Twice a year fashion experts, designers, distributors, retailers and fanatics meet in Las Vegas for the ultimate fashion convention, MAGIC.  This season MAGIC introduced even more benefits for the fashion industry with as new multi-platform digital experience with digital products and information including workshops, panels and mobile apps.

“Because of the speed with which everything digital is revolutionizing our industry, we saw a great opportunity for MAGIC to curate a showcase of the key digital platforms that are a vital part of any fashion business – we have done that in the Buzz Boutique on the Concourse at WWDMAGIC, and with our digital seminar series,” said Steven Sturm, EVP, Chief Marketing Officer, Advanstar.  “Our exhibitors and attendees want to leverage the power of the latest digital tools to empower them to make connections, foster community and expand commerce, and that’s what MAGIC is all about, not just at the show but 365 days a year.”

MAGIC’s Buzz Boutique where attendees gather to learn more about the most vital tools for digital fashion marketing for mobile applications to social media to digital advertising with Google, eBay Fashion, Storesigns.com, Handshake, Volusion Eccomerce and Social Radius.  WWDMAGIC and Teen Vogue along with FN PLATFORM and S.L.A.T.E created a vibrant hub that teemed with bloggers and activity to serve as the focal point of the Concourse where fashion bloggers can report from the show floor on trends, brands, and other MAGIC events.

Guest bloggers and Teen Vogue Event Director Lauren Eisener revealed the influence and work with in the new and ever changing world of online news and editorial with the new Blogger Seminars featuring The Profound Presence of Social Media, The Art of the Start Blogging and Fashion & Accessories Panel.  MAGIC’s new Mobile App allows users to explore the exhibitor directory, seminars and events, create a personal calendar, map of the show, access MAGIC social media platforms, receive alerts and communicate with other attendees.

“The business of fashion is booming and MAGIC continues our commitment to helping our customers effectively navigate our shows and the industry,” added Sturm.  “Our new mobile application is yet another asset for attendees to communicate, network and connect with one another.”

This Fall’s 2012 look was brought to life as models walked the runway in fashions from the best brands of the season and Charlotte Smith was signing copies of her new book Dreaming of Chanel and influential Spanish artist Almeriane created her work live that has won her a place in the collections of Spain’s kings and launched art-to-wear lines from distinguished LA based fashion brand My Tribe.  Live work of artist Justin Pierce painted a 16 foot mural throughout the Central Hall show floor and vintage footwear unveiled rare prints dated back as far as 1930.

Montreal based footwear brand Kamik introduced its Spring and Winter 2012 styles and collections for women and girls.  Urban Intimates featured luxury and style sure to change the face of beauty with their new lingerie and skin care proving that clearly urban is beautiful.  Kyboe invited attendees to take a glimpse at their line of watches where their signature is Bigger is Better.  PUMA celebrated the upcoming Olympic Season with the new FAAS running watch collection making reference to the PUMA apparel and footwear line and the long lasting relationship the Brand has with the Track & Field Jamaican Federation.

Watches that obviously stood out from the crowd were A.N. Enterprise and Remix Watches.  A.N. Enterprise featured the most exotic styles of watches that range from wrist to finger wear in various colors and famous sparkling looks.  Remix Watches offer a wide variety of fresh and bold colors with over 12 different unique interchangeable designs to combine over 144 different color combinations.  With Quick Snap interchanging face technology, remixing your watch colors has never been easier.

Our favorite among the brands of shoes no doubt was the new one sandal design with over 100 styles by bijolie.  You can change looks with different platforms, strings, socks and accessories.  365 day out the year you can mix and match different looks to match anything in your closet.  Sanita, the original Danish clogs introduced their 2012 Spring/Summer collection creatively matched with unique elements together like pieces of a puzzle to offer a sustainable, innovative and comfortable seasonal clog collection.

Famous on the red carpet among the most notable celebrities the Ryan Haber Collection introduced its Queen selection of spring and summer 2012 brands.  Giesswein proved that wool is cool with their soft, uniquely-durable and breathable boiled wool footwear.  The original Aussie Dogs released their 2012 collection of sheepskin footwear.  For a romance that rocks, Benjamin Adams of London introduced a new season of styling that’s all about hot trends.  “I think I have rolled out some stand alones; it’s safe to say we are the leading force when it comes to stepping over the edge with Evening and Bridal shoes and have an unfaltering grip on fashionability in this market sector,” said designer Alessandro Pavan.

Desigual was the talk of the convention with their onsite art display of fashion meeting artists on a rotating platform with a live model.  Being one of the flagship designers of MAGIC, Desigual always sets the tone for other booths to make a lasting impression.  Va Va Voom Glam Factory was the new fashion extravaganza featuring bold prints and patterns combined with cool fabric perfect for beach and elegant wear.  RYU Warrior made a lasting impression with guest appearances at MAGIC by elite professional athletes giving autographs and sneak peeks at this season’s line where training and performances needs no introduction to the high demand of fashion.

This season personal favorites include the wonderful world of accessories.  Custom Crystals introduced personalized rhinestone apparel and accessories specializing in highly customized work with low minimum quantities.  evREwares introduced reusable fabric adhesives that include stick on ties and other fabric stickers.  Press on nails and stickers have made a lasting impression on attendees with their Nail Dress that fashion that sticks and a wide variety of nail wraps.

Puka Creations was one of the shows leaders in trendy jewelry and accessories featuring everything from shark teeth necklaces, feather extensions, sports energy wear, stainless steel wear, themed bracelets, power miracle bands, peace trendy and timeless mood rings.  Be You Fashion introduced their new line of eco-friendly handmade fashion hats and bags.  And the convention was not complete with companies that feature shining master gems and Shine Art to accessories any brand on the market.

This season Hong Kong Trade Development Council was on site to connect millions of international buyers and sellers through a variety of integrated services, namely its trade fairs, online marketplace and product magazines.  Fashion has never had so much opportunity at its footstep than at MAGIC.  Magic visits Las Vegas every February and August.  For more information on the next show or this year’s attendees visit www.magiconline.com.