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The market needs shoppers!

11 September 2009 / 19:09:36  GRReporter
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Orgy of colors and 80's hairstyles, jazz from the American west coast, glimmer, flashlights and smiling people on the streets. This is what Athens looked like during yesterday's Fashion's night out party organized by "Vogue" magazine. The Greek capital was seized by the long-waited fuss but how long will it last...?

During the spring, when the economic crisis entered its peak, and its seriousness became obvious Vera Wang, the editor of "Vogue" magazine, came up with the remarkable idea of a night devoted to the shopping in New York. On May 20 she officially announced that the purpose of the event is to push people toward the stores because "if they don't shop there will be no work." This, however, is not only true for New York, where the fashion industry is the second most profitable- with more than 175 000 people working in more than 800 fashion companies, and the revenues go beyond $10bil.

Vera Wang invited the magazine's fashion editors from all around the world in the Paris "Ritz" and shared her initiative. So, on September 10, the boutiques in the biggest cities where "Vogue" is being distributed took part in the Fashion's night out, put a sticker with the logo on their windows and stayed open until 11 o'clock in the evening. The initiative's main purpose is to revive shopping activities and provoke clients' interest.

Follow the signs!

More than 100 stores took part in the event in Athens. Some of them organized street parties with music and champagne. On "Bucharest" Street a jazz band was playing Frank Sinatra's evergreens and people around were moving under the rhythm of "New York, New York." Camera flashlights all around downtown were showing were action was taking place. Teenage girls with small purses, big hair and tight jeans or short airy dresses were rushing around so they don't miss the next fashion show. Groups of stylish women were flirting with their friend with a glass of champagne in their hand while boutique owners were fussing around to cater their clients.

At the shopping center on "Bucharest" Avenue, where the chic Montblanc Boutique is located, extravagant fashion show stunned passers by. At the same time the party was starting or in its peak at Monten Avenue in Paris, in Rio de Janeiro, in Sao Paolo, in Moscow, in "Burberry" boutique in New Delhi, and in Berlin Mercedes-Benz was transporting everybody who wished so between the two shopping destinations, formed as they are because of the former east-west separation.

Orgy of colors and a return to the 80's

Store owners claim that colors will be in trend this year; new collections, however, lean to soft colors, black, purple and grey and jeans are in the classic dark blue. The fabrics are soft and comfortable; the hit-shoes for the season are short boots with sharp heels, wool jackets with accent on the sleeves, sequin sweaters, women are wearing dresses- overall, clothes are loose and comfortable.

Women welcome the new trend, wanting to look feminine in dresses during the fall. "I want to ware bright blue and other intense colors and not soft. I like wearing dresses, as well as pants," says Dimitra. Her friend Marilena, with whom they have just started a shopping tour, says she prefers "darker colors- blue and yellowish." Generally, this year fashion is going back to the 80's - the "innocent" years marked by the music of George Michael, Billy Idol, A-ha, Elton John and the heavy metal. Musicians from this decade have left behind them unforgettable songs and style- loose shirts with wide sleeves, fancy hair-styles, wide belts with shirts falling above them, or the leather pants.

Details, however, are the most important. This year women will be wearing elegant long gloves, leather, or covered with jewelry, say "Vogue" designers. They are suitable for a jacket with elbow-length sleeves. Marc Jacobs is also turning to the 80's offering short neon dresses in the style of Manhattan. Rodarte sees women in the autumn wearing short evening dresses with long boots. The short segmented dress is an idea of Versace and Gucci suggest short, shiny dress in mixed black-green colors.

Chanel, D&G and Tommy Hilfiger have other ideas about the night look of women- they should be in simple dresses with a covered neck and interesting sleeves. Long and simple dresses are offered by Carolina Herrera, Donna Karen and Oscar de la Renta. Tights are coming back, in combination with long sweaters or knits. Colors are bright and neon- pink, green, yellow, and jackets will suit each climate.

Athenian boutiques are following world tendencies and yesterday all stores participating in the event were selling t-shirts with the writing "Fashion's night out" on them, each of the price of €10, the money from which will be used in the "Antisigma Athens: A city without difference" campaign.

Marina Nikolova


Tags: NewsMediaMedia news Fashion Vogue Fashion Night Out Athens Greece
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