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 Floor12 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.

Red is all the Rave

Fall fashion sets its sight on red this season. Whether you choose a handbag or dress you’ll definitely make a statement with this bold and daring color.

Featured Lines include Love Poppy Jewels, Slyvia Benson, Liebeskind, WYLDR, ADA and Ark & Co.

Shop items in this bold color and more during the August Atlanta Apparel Market®          August 1–5, 2017.

Game Day Glam

Football in the South is one-third sporting event and two-thirds social gathering; therefore, the perfect go-to Game Day outfit is a must have. Just as football teams change every season so does Game Day fashion. Check out what The Peaches – our collegiate Market ambassadors – had to say when asked “What is your go-to Game Day outfit.”

Kensley Atwell                                                                                                                         Kennesaw State University, Class of 2018                                                                           “My game day outfits have to be practical but also fun and sassy! My go to would be a pair of Citizens of Humanity jeans and a fun crop top! I would pair it with layered necklaces and a stylish pair of wedges! I have to make sure my feet are good to go so I can cheer on the Owls all Saturday long!”

Brittany Frederick                                                                                                                   University of South Carolina, Class of 2018                                                                       “My go to game day outfit would be a pair of garnet 7 For All Mankind jeans with a black English Factory top and Dolce Vita booties. And for accessories- a Vanessa Mooney choker.”

Brittany Frederick                           University of South Carolina           “For game days I always wear a little black dress or romper and cowgirl boots with gold Sheila Fajl hoops.”

Jasmine Victoria Hope Holt             Brenau University, Class of 2019     “Basically anything red and black, but my go to outfit would have to be a Joes Jeans denim skirt, a perfectly faded UGA shirt and some cute booties by Matisse!”                                                                                                                                                Sarah Meghan Pittman                                                                                                          Georgia College and State University, Class of 2018                                                       “I always love to wear a vintage T-shirt from Judith March with high-waisted shorts and either Toms, or my white Converse.”

Rosario Canales                                                                                                                 Savannah College of Art and Design, Class of 2018                                                        “I love topping off a tee and my trusty Paige Denim jeans with a SCAD ball cap.”

Frances Kate Maupin                                                                                                             University of South Carolina, Class of 2019                                                                   “My go-to Carolina Game Day outfit is a casual and cute Jude top with a pair of Paige Denim jeans and of course my Frye boots!” 

Find all the Game Day styles you need for a winning season at the June Atlanta Apparel Market, Wednesday, June 7- Saturday, June 10, 2017.

Denim for Days

There is a lot of excitement surrounding denim fashion right now, especially with so many styles trending. From grungy to artsy to sexy and everything in between, its versatility makes it a must-have in any wardrobe. Check out these latest denim trends to add to your inventory.

Frayed Seams, Edges and Destruction
Distressed and destructed denim continues to cement its position in the fashion world using messy fraying to accent seams and edges and bring attention to hems.

Mavi_1539_000

From left to right: House of Harlow/La Belle Vie, Hudson Jeans, Mavi Jeans, Inc.

Retro Blocking
Retro blocking with denim carries over from last season with a few additions. Various shades and hues of blue are pieced together in differing shapes and sizes to form unique, eye-catching patterns, giving a twist to otherwise plain pants and jackets.

From left to right: DL 1961 Premium Denim, Mavi Jeans, Inc.

Festival-Ready
This trend is set apart by floral embroidery and color-blocking, with printed fabric used to highlight sleeves, front and shoulder flaps and pockets.

From left to right: Desigual/Vaccarelli & Associates, Inc., Desigual, Elan International

Stylish Inspiration: Kayne Gillaspie of Johnathan Kayne

Johnathan “Kayne” Gillaspie is the President and Creative Director of Johnathan Kayne. Born and raised in Nashville, TN, he became enamored by fashion by watching his favorite country music legends perform and walk the red carpet. Two stints on Project Runway (season 3 in 2006 and All Stars season 2 in 2012) plus appearances on ABC, Bravo, E!, NBC, TLC and The Style Network have earned him celebrity designer status and a roster of star clients. Heidi Klum dubbed him a “genius designer” and Michael Kors lauded him as “a designer who knows how to make clothes and fit a woman’s body.” Stars across the entertainment spectrum including Jennifer Lopez, Miranda Lambert, Martina McBride, Kelly Pickler, Tanya Tucker, Lee Brice, Rascal Flatts and his favorite country legend Dolly Parton have worn his designs. He is a magna cum laude graduate of The Fashion Institute of Technology.

Kayne showcases gowns in his Johnathan Kayne showroom

We caught up with Kayne as he prepared his largest Fall collection to date for the April 2017 VOW | New World of Bridal Market.

Tell us about your creative process.

When I design, I really think about the woman. In social occasion, it is so important to know your customer. Where is she going? What is she thinking? What does she want to look like and how does she want to feel?

If my customer is wearing a social occasion gown, it’s because this is an important day or evening for her.  We have the girl who has been nominated for the Homecoming Court, the woman hosting a gala and the pageant contestant who has a shot at the title. Or maybe it’s her first time wearing gown.

I keep all of this in mind and once I see fabrics, I put everything into place.

What is the design cycle?  

I start on the Fall collection right after the Spring show closes. For this collection, I started earlier than ever – I actually spent 200 percent more time on it!

In October, I created the sketches for the gowns and sent them and my mood boards to my factory.

In January, I went to the factory to see how everything was coming together.

We received the samples in March. We photographed them and prepped them to show to our buyers at Market.

Where do you see social occasion fashion going?

The biggest shift is in the new generation. Designers have to have something new and innovative to keep them interested. Social media shows consumers something beautiful and inspirational all the time, so we have to keep up.

We stick to our guns by creating the sexy gowns that we are known for, while innovating the construction. For example, one of our new gowns has a hidden zipper in the plunge that makes it versatile and work for multiple women. We also have convertible pieces that can change up the look of the gown so it can be worn multiple times while looking fresh and new.

What are your three tips for success for social occasion retailers?

  1. Look at the girl’s body and how she is built. Know your gowns’ construction so you can make recommendations that will flatter her the most.
  2. Talk to the customer and see what her vision is for her gown. Ask what she is dead set on and what can be compromised. Then go the extra mile to get her exactly what she wants.
  3. Do it with grace and be good to people. Truly be humble and thank your customers for their business. Do it with a smile.

Johnathan Kayne is located on Building 3, Floor 10-E332.

Spotting Ready-to-Wear Trends on the Bridal Runway

Bridal styles are driven by trends just like their ready-to-wear counterparts. Similar trends in construction and styling are seen across the fashion spectrum.

See how bridal and social occasion gowns spotted on the VOW | New World of Bridal runway relate to women’s apparel trends for Autumn/Winter 2017/2018 as identified by international trend authority WGSN.

ROUGH RUFFLES
Raw edges give ruffles a little more attitude.

From left to right: Roz La Kelin, Enzoani, Black Label Couture

NUPTIAL NYMPHS
Romantic florals and lace fit for a woodland fairy queen.

From left to right: Forever Unique, Jovani Fashion, Moonlight

SEASONAL COLOR
Taking a cue from fall foliage with red and orange hues, augmented by a little sparkle.

From left to right: Moonlight, Jovani Fashion, Black Label Couture

YOUNG VICTORIA
Black lace, romantic cuts and gothic styling for a new Victorian age.

From left to right: Rina di Montella, Elani Elias, Elani Elias

SHINE BRIGHT LIKE A DIAMOND
Crystals, rhinestones, beading, sequins and metallic yarns give a subtle sparkle.

From left to right: Badgley Mischka, Allure Bridesmaids, Calla Blanche

SO FRESH AND SO CLEAN
Monochromatic fabrics in simple cuts with minimal detailing.

From left to right: Alyce Paris & Caplet – Forever Unique, House of Wu, Forever Unique

VOW ǀ New World of Bridal is April 4 – 6. Join us a day early for our Bridal Educational Seminar Series. We’ll kick of at 2 p.m. with Sal Macaluso of eStyleCentral.com discussing “Making the Most of Marketing to Mothers”, followed by Wendy Rivera’s Do You Speaker Bride? at 3 p.m. and finish out at 4 p.m. with Liene Stevens of ThinkSplendid, discussing “The Trophy Kids Get Hitched: How to Sell to Millennial Brides”! Then, ou VOW Experts Panel begins at 5 p.m. and is followed by our Kickoff Reception.

A Pinch of Green

1. Leftbank Art Co. 2. Lacefield/J Douglas, Inc. 3. Accessory Drawer 4. Mills Floral & Home 5. Veritas/Veronica Flam 6. Global Views 7. Daniel Richards 8. CODARUS 9. Mr. Brown 10. Yedi Houseware 11. Hobo

Shop products in every color from select showrooms open year-round and during The Atlanta International Gift & Home Furnishings Market,® July 11 – 18, 2017.