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At Costello Tagliapetra, This Bud’s for You


The Proenza Schouler after-party is BYOB. The coffee at the tents is Mickey D. Car service is out, the C train is in. We’re all finding ways to embrace the recession economy. But perhaps no one in the fashion industry has taken quite so happily to the task of making lemonade out of the proverbial lemons as Jeffrey Costello and Robert Tagliapietra. The duo’s show Friday was sponsored by Budweiser, and contrary to what you’d expect, Costello and Tagliapietra sold Bud on the idea, rather than the other way around. “Weren’t we all getting kind of sick of Champagne?” mused Tagliapietra before his show at the Altman Building. “I mean, wouldn’t it be nice to come to a fashion show and have a beer, for a change?” Backstage, hair stylists and makeup artists were living that dream, as interns clad in Budweiser T-shirts raced around Costello Tagliapietra’s racks of Swarovski-studded Fall ’09 apparel. (Swarovski was another sponsor of the show.) According to Tagliapietra, there’s no reason the new anti-luxury can’t work alongside the old luxurious luxury; designers just have to get inventive. For example: The fabric and crystal necklaces that Costello and Tagliapietra made for their show will indeed be offered for sale, “on a couture basis,” Tagliapietra explained. “And if you order one, maybe we’ll send you a free beer,” he added. Only while supplies last.

Photo: Marcio Madeira

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