By Laura Medina
It never hurts to have William Morris/Endeavor as your talent agency, the agency that begat talent agencies and management as we know it, the classic, the stand-bearer.
It never hurts to have Snoop Dogg as your dad; and it never hurts to have his son as your fashion collaborator.
Put together, with this generation of Millennial talent agents and Gen-Yers and Gen-X establishment, you'll get MADE L.A., the City of Angels/Hollywood's idea of a fashion show.
MADE L.A. is more of a West Coast, a.k.a. "the Best Coast," idea of a fashion show, a combination of indie but influential urban/lifestyle/sportswear that William Morris/Endeavor's hip-hop A-list actually do wear on a daily basis. Where and when the "fashion show" is more of a presentation turned art performance representing a lifestyle, reflecting a targeted demographic.
Since MADE L.A.'s targeted audience of shoppers and fans are Millennials and Gen-Yers nostalgic for the Nineties, that's when Snoop Dogg bursted out in the scene, the same decade his Gen-Y son was born, the fashion show was more of an art performance where kids moved, grooved, and danced in idealized Nineties trends of obviously fake fur coats in royal blue, Daisy Duke denim shorts, paired with string bikini tops, recreating the working class Long Beach weekend past-time of washing your low rider Cadillac, lathering up in foam on an hot weekend afternoon.
This was more than a staid New York, East Coast traditionally strict runway of robotic stick figures stoically marching on a narrow catwalk. Snoop Dogg's Joyrich fashion performance was a slice of a subculture, way of life in Long Beach, miles away from Hollywood, the real Southern Californian of Snoop Dogg's upbringing.
Snoop Dogg's Joyrich art performance lasted a good 46 minutes. The audience got their entertainment money's worth.
Snoop Dogg's Joyrich art performance wasn't the highlight of MADE L.A. It was at 3pm.
It has special effects worthy of A-list concert that the majority of underground L.A.'s indie fashion designers can only dream of.
It was thunder and lightening laser show of a catwalk. What appears, on the surface of course, a traditional fashion runway show, stoic male models marching in uniform black and yellow fleece urbanwear hoodies, was actually a warm-up to something bigger, flashier.
Towards the end of the traditional runway show, a model stopped midway, between two totems. Lifting off his hoodie, it was Wiz Khalifa, actually modeling the gear, starting his concert, always top-notch.
Suddenly, he was joined by Ty Dolla Sign and everybody's favorite collaborator, Juicy J.
Before the thrilled audience knew it, they were treated to an extra special of a trifecta of the best hip-hop artists, Wiz Khalifa, Juicy J., and Ty Dolla Sign throwing an A-list hip-hop concert for free.
The MADE L.A. shoppers, attendees, and audience got their money's worth while William Morris/Endeavor, Snoop Dogg, and Wiz Khalifa helped local fashion talent. Win win for all.