September 1 2014

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IMG On Fashion Week: The Sky Is Not Falling


Top on IMG’s Fall 2009 wish list is to get Mrs. Obama to the tents. “We’re prepared to do what it takes,” proclaimed Fern Mallis, the company’s senior vice president, to the crowd of major journalists and public relations professionals gathered this morning at IMG’s offices. The reason behind the meeting, said Mallis, the self-described “stage mother” to designers, was that it seemed that “the only people getting press are those not showing.” (Though that focus will obviously shift during fashion week.) Still, if you were expecting a lighter New York schedule, think again. Almost every day has slots that are, as per usual, triple or quadruple booked. Though the total number of events has dropped from 225 to 197 since February 2008, Mallis and her team emphasized the fact that at this point there are but four fewer designers slated to present in the tents than there were last fall. As for sponsorships, the PR execs said the money is there, you just have to work harder for it. It’s becoming the mantra of our times. At any rate, you can count on to bring you front-row coverage wherever you are.

Photo: Brian Ach/Getty Images for IMG

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