Social Occasion Collection Expands to Building 3, Floor 14

Atlanta Apparel expands its dominance of the social occasion industry with a stellar list of new lines joining the collection, along with established WORLD OF PROM headliners expanding their Market footprints in the new Floor 14 buying destination, opening at the August 2017 Market.

With a trend studio showcasing must-have looks for prom, pageant and quinceañera and a fully furnished resource center, Floor 14 connects buyers with the trends they need to know now in a comprehensive style not available anywhere else in the industry.

The Floor 14 expansion is the next chapter in AmericasMart’s growth and dominance in the social occasion community. The expansion follows the addition of the Floor 12 social occasion collection and the launch of VOW | New World of Bridal in 2012; the 2013 debut of The Collective, a permanent temporary collection that has become a trend incubator; and the addition of a spring VOW Market in 2016.

“The inaugural Floor 14 social occasion collection is simply spectacular,” says Mary Sullivan, senior vice president of Leasing. “Inspiration, style and celebration radiate through the floor. It is truly a social occasion fashion destination.”

Lines taking permanent space in the new collection include:

  • New: Lotus Threads shows tops, cocktail dresses and gowns with stunning hand-sewn beaded detailed embellishments.
  • Relocation: Jovani is a premiere designer of prom, evening and wedding dresses created with luxurious fabrics and details.
  • New: Cachet presents social occasion wear dedicated to making women look spectacular during life’s most memorable moments.
  • Relocation: Knowing that today’s woman is dynamic both in fashion and life, Mac Duggal designs gowns that touch the very essence of the woman who wears them.
  • New: Ava Presley presents gowns that are perfect for standing out in the crowd at prom.
  • Relocation: ASHLEYlauren is a fashion line that is young, beautiful and red-carpet ready, consisting of evening, cocktail, mother of the bride, bridal, prom, homecoming and pageant dresses.
  • New: Your Party Shoes showcases shoe collections for prom, pageant, weddings or any special occasion.
  • Relocation: Primavera Couture presents delightfully feminine and utterly alluring dresses and gowns.
  • New:  Merrily presents trend-driven mother-of-the-bride gowns.  
  • Relocation:  Distinguishable by superior cuts, exquisite detailing and remarkable design, Gemy Maalouf gowns feature the designer’s easy-to-wear signature while perfectly capturing classic glamour through intricate detailing. With the same feminine and luxurious spirit, Beside Couture by Gemy presents Maalouf’s design and style through an accessible line.
  • New: Justin Alexander is one of America’s and Europe’s most successful producers of wedding fashions.

Designer Carmen Marc Valvo joins the collection in September at the VOW | New World of Bridal Market showcasing elegant designs that combine classic artistry and refinement.

“AmericasMart Atlanta is the premier Market in the world for showcasing gowns,” says Jovani Vice President, Director and CFO Abraham Maslavi. “We are so successful in there that we need to expand our space to showcase more looks and continue to grow the line. AmericasMart supports us in this vision and has given us the platform to grow.”

“Mac Duggal is so excited to unveil our awe-inspiring Spring 2018 collections in our new state of the art, timelessly modern showroom on the 14th floor,” says owner and designer Mac Duggal. “We have always found WORLD OF PROM at AmericasMart to be a successful, strong, diverse market with savvy buyers from all over the world. It is always a pleasure working with the WORLD OF PROM buyers who are educated, fashion conscious, on-trend retailers who understand the complexities of the women’s social occasion industry.”

Complementing the permanent showrooms is an international collection of temporary exhibitors including Ragazza Fashion (Mexico), Fidda (Turkey), Dulce Celia (India), Yana La Page (Turkey), Jadore Evening (Canada), Mascara Pour La Femme (United Kingdom) plus an expanded presentation for SIFA Menswear.

 Looks from the Floor 14 collection are showcased in a dedicated fashion show on Tuesday, August 1 at 6:15 p.m. Buyers are invited to toast the new showrooms at a Ribbon Cutting ceremony at 5 p.m. before the runway show.

WORLD OF PROM takes places Tuesday, August 1 – Saturday, August 5 with temporaries Tuesday, August 1 – Friday, August 4, 2017. Visit AmericasMart.com/WORLDOFPROM for more information.

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