By Laura Medina
In honor of the Grammys, and that this year's Grammys are in New York, instead of Los Angeles as they usually are, Hollywood jump early and threw fashion-meets-music celebrations a week ahead.
With Millennials and emerging Gen-Z dominating the youth-driven music industry/technology, doing traditional ad campaigns ain't enough. The best way to hook them kids is through experience and what's a better way than throw parties so they can actually listen to the speakers and feel those bass thumps.
During the weekend of January 19th and the 20th, Sony did #LostInMusic, the Los Angeles edition. Headlined by Khalid and Sofia Richie, the much-anticipated event kicked off the second installment of Lost in Music, a campaign aimed to deliver new music experiences to fans utilizing Sony’s latest technologies. The event was headlined by GRAMMY nominated pop prodigy, Khalid and featured epic performances by London On Da Track and H.E.R.
With her friends, or clique, British vegan fashion designer, Stella McCartney said she started showing her collections here more frequently in Hollywood since all her friends are moving and living here. Second, with it's fertile soil and ideal sunny climate and ocean breeze mists, the freshest produce is close by, available, and cheap for a vegan ethos, and third, she is Sir Paul McCartney is her dad. So, she has a soft spot for Hollywood' rock n' roll history. This is why she threw her fashion party at SIR Recording Studio.
In fact, her legendary father, Sir Paul McCartney out-shone his daughter's fashion party because everyone went crazy over him, fellow Beatle Ringo Starr, and fellow musician Beck then St. Vincent.
After rocking with the rock stars, then guests paid attention to Stella McCartney's double party of re-launching her Peony Fragrance and her Fall 2018 Collection that was treated as an after-thought...
As you fashionistas, especially you Hollywood Fashionistas have already knew, Stella McCartney started this pattern two years ago, when she threw her first Hollywood fashion party with her A-list friends as lifestyle advertisement when she took over Amoeba Records, Hollywood Hipster central, targeting her Millennial audience who live in that neighborhood...
When it comes to the fashion/apparel industry, yes...Los Angeles is where trends sprout fresh like the produce it grows but the taste is for more the Pretty Young Things that populate West Hollywood and Hollywood. But among the more experienced, the better educated, and the more established, Hollywood trends is more of something to be sampled and sprinkled among the more timeless brands from Manhattan and Paris, than subsisting on it.
Hollywood is best sampled and snacked on, food wise and fashion wise.