"Walk, walk, fashion baby." From New York to L.A., Paris to Milan, fashionistas around the world were out on the streets in style as they celebrated Fashion's Night Out (FNO) on Sept. 8. FNO is the one time of year where stores stay open late for a night of shopping, champagne and giveaways.
FNO was created in 2009 by American "Vogue," the Council of Fashion Designers of America, NYC & Company and the City of New York to boost industry sales, revitalize consumer confidence in the faltering economy and kick off the famed New York Fashion Week. In short, FNO is Carrie Bradshaw's dream come true.
Unlike New York or L.A., where droves of Manolo−clad, Chanel−toting trendy shoppers flock to FNO till the clock strikes 12, the second annual FNO Boston along Newbury Street was a much more low−key event, lasting from 6 to 10 p.m. Based on the mix of puzzled and amused faces in the crowd, it was evident that most people walking around were curious passersby who just happened upon the affair while strolling through the neighborhood.
But every city's got its trendsetters. Nicole Oppedisano, a freshman at Massachusetts College of Art and Design, came to Newbury just for FNO. "I'm going to be a fashion major, so I'm really enjoying FNO. I've never seen anything like it," Oppedisano said. "I think it's good because fashion is usually just looked at by most people, but not given much attention. It's exciting how many people came out here tonight, looking around and browsing."
FNO Boston 2011 was a success for both shoppers and retailers alike, as the store discounts, cocktails and live music flowed easy. Copley Place feted FNO with a series of high−end fashion shows, giving everyday shoppers the chance to be in the front row as they watched the latest trends from Neiman Marcus and designers like Jimmy Choo come down the runway.
In addition to traditional giveaways, some stores got creative when it came to celebrating FNO. Tiffany & Co. had two statuesque models striking poses at the storefront's entrance, while Sunglass Hut used the event as an excuse to hire a wannabe−Pauly D with impeccably gelled hair and sunglasses to dance hilariously to techno beats in the window. The Goorin Brothers Hat Shop was one of the more eventful participants, luring crowds with a speakeasy vibe and a live DJ. Shoppers grabbed hats off the shelf before heading to the bar for their poison of choice.
FNO Boston also revealed fashion in unexpected places, such as the local favorite Stephanie's on Newbury passed out Grey Goose specialty cocktails to diners. Meanwhile, Sabatino & Co. drizzled its silky balsamic vinegar cream and infused olive oils over slices of grandma pizza, proving that trendiness goes beyond just clothes and handbags.
One of the big FNO hotspots was, of course, the fashion−forward Marc by Marc Jacobs. The retailer went all out by transforming the store with a carnival theme of clowns, complete with red and blue balloons. Groups of girls swarmed inside to snag free tote bags and snack on Haribo gummy bears as they perused through the racks that, in a perfect world, would be their own personal closets.
The fashion industry is often perceived as catering to an elite circle of magazine editors, runway models and chic celebrities willing to break the bank for a few pieces of strategically placed chiffon. FNO dispelled that myth by making fashion more accessible to the general public. In fact, many of the stores along Newbury that cater to wealthy Bostonians were, for the first time, greeting college students who were welcomed to look around without the usual pressure of arched eyebrows from sales reps.
"I'm from the Boston area, and I go to Newbury a lot, but I really don't go to the more high−end boutiques," Lauren Libby, a sophomore at Harvard University, said. "This event has encouraged me to venture in. I feel less discouraged from entering the stores."
As this event continues to grow with the addition of more retailers every year, FNO Boston is a fun night of fashion without the frills.