Monday night I attended my one and only LA fashion event at the Palihouse for the eco-conscious tshirt lifestyle company, Alternative Apparel.
Their Fall 2011 “Season of Change” collection was full of casual layers with military references channeling a super-hip Joshua tree hiker. Styled by Ilaria Urbinati, the casual brand mixed hiking boots with thick socks, oversized tshirts, flannels and the company’s new accessory line of handbags.
What was most interesting about the show wasn’t the pseudo celebrities that were there (Jess Metcalf, Breckin Meyer, Donovan Leitch among some others), but that the company had the Silverlake Chorus up on stage singing a capella versions of MGMT songs while the models walked the catwalk.
Definitively a “sign of the times”, I thought the “Glee” angle was a very interesting approach for the brand. Obviously marketing towards a younger consumer, it seemed to work, as the young celebritites in the audience were shaking their rumps and clapping their hands singing along to the songs.
I’m not totally sure how I feel about chorus music taking over everything in the nation, but I found it interesting to see it cross over to a fashion show. Take a look at the finale below to get a glimpse of how it went down.
Stay tuned in April for the brands first flagship store opening the day before Earth day in Venice, CA. Looking forward to seeing what Founder and Creative Director, Greg Alterman does for that!