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.

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.

Spotlight on THE COLLECTIVE

Professional Collective photo 3VOW | The New World of Bridal is almost here! For the third year, AmericasMart’s comprehensive bridal market brings the top lines in the industry together in one spectacular event, September 16-18, 2014.

While you’re here, don’t miss The Collective on Floor 12. Hugging the atrium curve, The Collective is a select group of temporary exhibitors featuring fashion accessories, veils, shoes handbags, social occasion apparel, retail resources and services.

Here are some of the lines you’ll find in The Collective:

Alex Evenings
Bella Cole Creations
Bridal Live Software
Cachet
Carrafina Camo
Carrafina Maids
Carrafina Private Collection Bridal
Cary Lowe and Associates 
Chetta B
Emma Street
House of Lovely
Kay Unger
Leia
Patra
Phoebe
Rosebud Fashions
Sorrelli
Ursula
Wedding Gown Preservation Co.

Cheers to VOW
Join us for a glass of crisp wine on Tuesday, September 16 at 3 p.m. in The Collective.

Miss USA Evening Gown Styles to Look Out For

The world does love sparkly gowns and stunning smiles. The 2014 Miss USA pageant didn’t disappoint. The evening gown portion of the competition was dominated by detailed styles with a range of interpretations. These three trends were consistent among the 51 contestants:

1) The color white. Ten contestants wore white evening gowns. With an endless color palette available, the white glowed in an array of styles complementing a range of skin tones.

2) The mermaid fit. Many contestants chose updated versions of this cut often adding a fresh take on the hemline. From rows of ruffles to more subtle layering, the style was a definite favorite.

3) Crystal detailing. Who doesn’t love a little bling? An overwhelming amount of contestants shined on stage with some glitzy sparkle and shine.

Miss GA evening gown                  Miss Nevada Evening Gown                                                          Miss Alaska

 

Love these looks? Find all the latest styles from the top lines at the WORLD OF PROM, Aug. 7-11, 2014, at Atlanta Apparel.

Market Tips From Tony Bowls

Tony Bowls speaker at AmericasMartThe VISION social occasion Market kicks off tomorrow. In preparation for this spectacular fashion event, widely successful prom dress designer Tony Bowls has shared his tips for a successful Market experience.

MAKE A PLAN. Decide what you want to accomplish at the Market and share it with your team.This will help you manage their expectations and get more done.

MAKE APPOINTMENTS. Set up a time to meet with your rep in the showroom. If they know you are coming, they will be better prepared to give you their undivided attention and show you looks that are curated for your store.

TAKE THE TIME TO SEE THE WHOLE LINE. Coming to Market allows you to see more of the collection than you can see with traveling reps or online. Seeing a gown on a model or a mannequin can change its whole look.

Tony Bowls Fashion Show at Mon Cheri Showroom At AmericasMartATTEND THE FASHION SHOWS. There is nothing like seeing how a gown moves in person. In addition to the VISION fashion show on Wednesday, April 2 at 6:30 p.m., attend in-showroom shows and presentations.

EDUCATE YOURSELF. Use the Market’s educational opportunities to learn tips for growing your business. Atlanta Apparel presents a great speakers’ series – including industry experts like me – that is completely free of charge. I give the VISION Market’s keynote presentation “Retail Success from a Designer’s Perspective” on Wednesday, April 2 at 8:00 a.m. The whole list of Market events and speakers is available at AmericasMart.com/VISION.

SHOP OTHER CATEGORIES. It may be tempting to spend your whole market on the social occasion floors, but make time to explore the rest of Atlanta Apparel’s expansive collection. The April Atlanta Apparel Market’s overlap with the VISION market on April 3 allows you to see its complete showroom and temporary collection of apparel, accessories, jewelry, shoes, swimwear, activewear and intimates. Exploring the collection will keep you up to date on ready-to-wear trends and you may find pieces to supplement your social occasion offerings.

USE AMERICASMART AS A RESOURCE. Want to book a hotel for the next market? Looking for a place to have lunch or dinner? Need to find a particular line? The AmericasMart staff is always willing to help. Look for help desks next to the elevators or visit AmericasMart.com for all of the information that you need.

The new AmericasMart app, available on in the Apple App Store and on Google Play, is also a great resource. Use it to discover new and existing exhibitors, categories and lines and make note of Market events and promotions. On the app you can browse exhibitors by floor map or in a list, record favorite finds, and plan, organize and manage Market details to optimize your visit.

HAVE FUN. Take advantage of networking and social events to get to know your fellow social occasion retailers and celebrate our special industry.

 

Social Occasion Trends for 2014

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This gallery contains 26 photos.

The VISION social occasion market (April 1-3) will be here before we know it. In preparation for the Market, we have compiled the top social occasion trends that we’re expecting to see on the runways. WAIST DEFINING The feminine form … Continue reading