NEW YORK'S FASHION WEEK moves into its new digs September 9-16 at Lincoln Center after 11 years at Bryant Park, and there seems to be a great deal of excitement this year. From the very public Fashion's Night Out to a packed roster including the return of bold-faced names like Vivienne Tam, Zac Posen and Project Runway upstart Christian Siriano, all eyes are on the designers. Joining the models, editors, movers and shakers, high-profile liquor sponsors are making certain this inaugural Lincoln Park Fashion Week is one for the memory books. While each day under the tents, specific labels will be pouring cocktails for those waiting for shows, many other events are going on as well.
Effen Vodka, multiple locations, September 9 - September 16
Effen Vodka, the icy vodka with the awesome name, is the official vodka of the 2010 Mercedes-Benz Fashion Week at Lincoln Center. As such, there will be both public and private events galore featuring the Effen Vodka. For those lingering inside the tents, you should be able to pick up a couple of signature cocktails, the Effen Hautini (vodka, muddled raspberries, ginger spice, lime juice and simple syrup) and the Effen Picture Perfect (Effen Black Cherry, muddled mint, simple syrup and lime juice).
In addition, Effen is inviting guests to various runway shows throughout the week (including Tommy Hilfiger on Sunday, September 12). They're also hosting a private cocktail party featuring the above-mentioned signature cocktails, serving Effen Vodka in three lounges: IMG Fashion Suite, AMEX Skybox Lounge and the Mercedes-Benz Star Lounge. Finally they're sponsoring designer Charlotte Ronson's after party at hot gastro-lounge Avenue.
Avion Tequila @ Intermix, Fashion's Night Out, September 10
Avion Tequila is the new kid on the block, but arrives with some serious muscle. Founder Ken Austin co-owns Marquis Private Jets, and is good enough pals with Entourage creator Doug Ellin to secure the aviation-themed highland tequila an excellent cameo on the series. Now, just months after its introduction, Avion is the only spirit present at fashionista SoHo destination Intermix during the open-to-the-public Fashion's Night Out. If they're serving, you owe it to yourself to sample the Avion blanco (white) tequila while you "Shop for Something Good."
Avion tells us something else may be in the works later during Fashion Week (fingers crossed) - stay tuned for more details!
UPDATE:
Sobieski Vodka @ Hugo Boss, Fashion's Night Out, September 10
It's likely you'll find your favorite vodka (at least) being poured somewhere in the city during the hotly anticipated Fashion's Night Out on Friday. Poland's Sobieski Vodka (which recently unveiled its first flavored line in the U.S.), is being served up at Hugo Boss's SoHo store in conjunction with their FNO promotion.
Stolichnaya Vodka, Elle Style 360
Stoli has had an incredible summer already, with the introduction of new flavors (Wild Cherri and White Pomegranik) and a wicked new ad campaign featuring personalities as diverse as Hugh Hefner and Julia Stiles. Now they dive into Fashion Week full force as the spirits sponsor for Elle Style 360's slate of fashion shows (at the Metropolitan Pavilion South) and parties in the Meatpacking District throughout the week. These are industry events, but if you among the lucky participants (or are catching up via Fashion Daily, expect events and parties that "take fashion beyond the runway." On Saturday, September 11, Kourtney Kardashian and Sports Illustrated swimsuit model Chrissy Teigan are hosting the Beach Bunny swimwear presentation. And the final Closing Night Bash for Elle Style 360, featuring the bebe Afterparty, should prove to be not-missable.
Sherry-Lehman Wine & Spirits, Store Windows and Lincoln Center
Upper East Side wine and spirits purveyor Sherry-Lehman has been pegged as the Official Retail Sponsor of the 2010 Mercedes-Benz Fashion Week, and plans to pour rare and special selections for invited guests and VIPs all week long beginning September 9. S-L is also sponsoring a series of events dedicated to the Pope of Pop Art Andy Warhol, when the stores launches the "Andy Warhol Collection by Dom Pérignon" in a series of exclusive backstage VIP events at the AmEx, Mercedes-Benz and IMG lounges.
Did your invite get lost in the mail? Check out the store-front windows at 505 Park Ave and 59th St, which will also pay tribute to the Andy Warhol Collection by Dom Pérignon. You can start buying the limited edition bottles themselves beginning October 1.
Mandarin Oriental: Afternoon Tea
For tea-totallers, or those simply seeking some refinement in the Fashion Storm, the Mandarin Oriental Lobby Lounge has devised a fashion-themed afternoon tea service. With sandwiches and treats named for famous designers (Jimmy Choo Caramel Tarts, anyone?), and a selection of quality teas, guests can relax, sip and revive, through September 16. ($38, 2:30p to 4:30p, reservations recommended)
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