The Mad Men Of BFA
What do New York’s most in-demand party photographers do when they aren’t taking photos? Party, of course! In truth, Billy Farrell Agency had good reason to celebrate last night on the Gramercy Park Hotel’s rooftop terrace. It’s been exactly a year since the quartet of talented defectors from rival agency Patrick McMullan, including Billy Farrell, David X. Prutting, Neil Rasmus, and Joe Schildhorn, launched the fledgling outfit, and already they seem to be shooting everything in town—186 events during the upcoming New York fashion week alone.
“When we started, all we wanted was to make sure we were paying the bills,” Farrell told Style.com. “We didn’t even necessarily want to grow, but now we’re being forced to.” They’ve even gotten a wardrobe upgrade: In an inspired marketing move, Banana Republic has kitted out the agency’s young and ubiquitous founders in looks from its recent Mad Men collection. (Less glamorously, said founders keep a supply of air mattresses in their Chelsea office for early-morning cat naps.)
At the Gramercy, Farrell & co. had set up a computer station so that eager partygoers could print out free photos of themselves from the BFA site. If, as they say, image is everything, the notable queue for printouts was ample proof. “Unfortunately there’s only one printer,” Farrell explained. “I think at our second anniversary, we’ll have at least two.”
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- editor matthew schneier covers all the news in style, from high street to high fashion, with dispatches from new york, l.a., london, paris, milan, tokyo, beijing, and more