The first solid details on the tentatively titled MAC at Milk shows we've been talking about since the cosmetics company decided to end its partnership with IMG leaving Maybelline to jump in as the official makeup sponsor at Bryant Park. And the initial list of designers signed on for events at Milk Studios is very, very strong: Proenza Schouler, Alexander Wang, Peter Som, Threeasfour, Vena Cava, Band of Outsiders, Adam Lippes, Altuzarra, Barbara Tfank, Costello Tagliapietra, Erin Fetherston, Pamela Love, Preen and Temperley London.
MAC is offering up use of the space rent-free for designers to hold proper runway shows, presentations, or parties. A spot at the tents runs from $26,000-$50,000. MAC's John Demsey (pictured with Milk's Mazdack Rossi) told WWD, “We are not looking to create a parallel universe. We are looking to create an editorially relevant fashion venue. [The CFDA] was fully in support of it. We thought it was a good thing because a lot of the designers are not showing in tents to begin with. The ability to consolidate those activities in an amazing creative space with amazing photographic and digital capabilities and sound systems makes the week more rationalized and more organized. Not every designer should be in tents and not every designer should have a runway show.” MAC wants to work with designers in a very integrated way and this new venue also leaves them free and clear of all the other sponsors that overcrowd Bryant Park. Based on their past shows and events, we can't wait to see what they come up with. All parties involved are claiming there is no rift. But we can't imagine that IMG and Fern Mallis find this to be a happy thing for the goings-on at Bryant Park. They say they will be offering shuttles as long as nothing conflicts with shows at the tents, but that is bound to happen numerous times during the week. And MAC is certainly establishing itself as having the "cool" venue for the week, even if it hasn't poached many designers directly from the tents. We'll see how it all shakes out as schedules and time slots get cemented.