Last week I went to Gen Art's Fresh Faces of Fashion at the Peterson Automotive Museum. Love that place. You definitely feel like you’re somewhere special. We threw Scion's first LA event there back in 2002, and had a line of about 4,000 people wrapped around onto Wilshire Blvd. Fire marshal wasn't too happy, but it all worked out. There's something about free drinks among one-of-a-kind cars that just feels right.
I've always been a little skeptical of Gen Art. Not really sure why, but it sort of felt like too much hype. So I've never been. I went this time to support minha camarada, Maira Caren, who premiered her swimsuit line Peonie.
As fashion events go, this was pretty good. Just precious enough to remind you that you're somewhere stylish, but not too stuffy at all. It probably helped that I ran into some good friends.
What was not so good was BlackBerry’s sponsorship. I hate to keep picking on them, but they keep getting it wrong. First, there were the promo models with cigarette trays carrying demos of the all new BlackBerry Curve. That is, the year-old-plus Curve. Come on, people, the point of Gen Art is that it attracts fashion-forward, tech-forward consumers. If they’re buying two-year-old phones, then by definition they’re not trendsetters. Why not have sneak peek Storms, or at least Bolds there for people to get their hands on?
Even then, is a fashion show really the right place to check out a phone? What exactly am I supposed to learn about the phone in this environment? There was also an artist painting a live mural — not a terrible idea at a Gen Art event, but what does that have to do with BlackBerry? As if to create some kind of “authenticity,” the mural incorporated pictures of the phones. That’s as lame as it sounds.
I will say, one of the reasons I'll go to more Gen Art events is as I mentioned above, I ran into a lot of folks I hadn't seen in awhile and learned they're up to some great things. Check them out - Rickey Kim from 944 and Evilmonito, Danny Zusman from Adcamp, Jennifer and Yosi from Evolutionary Media.