Marc Jacobs always finds a way to surprise audiences with his runway shows, but this season the location itself will provide some of the magic. The designer will present his collection on Thursday at Ziegfeld Theatre, the gilded and iconic midtown cinema built in 1969, according to a representative for the brand. Now a popular venue for red carpet film premieres, it is the largest single-screen movie theater in the city with 1,131 plush red velvet seats.
Jacobs has been loyal to the Park and Lexington Avenue armories since 2004, but maybe the art deco design and old Hollywood glamour of the Ziegfeld has proved to be an inspiration for the designer. The theatre's lobby features costumes and artifacts from the golden days of the Ziegfeld Follies, elaborate variety shows produced by Florenz Ziegfeld in the '20s and '30s.
The designer will also be using #marcjacobspremiere to promote the show on social media, which will take place Thursday at 6 p.m. ET.