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Madison Avenue BID Announces Madison Avenue Fashion Heritage Week

Jul 14, 2014 08:18 PM EDT
Max Mara
(Photo : Madison Avenue BID/ Facebook)

The Madison Avenue Business Improvement District (BID) of New York City has announced its Madison Avenue Fashion Heritage Week that is scheduled to run from October 20 to 26, 2014, and works to benefit The Museum at FIT through the museum's Couture Council.

"The concept of 'heritage' has become ever more important for fashion and luxury companies, as discerning consumers increasingly seek authenticity and quality," stated Dr. Valerie Steele, director and chief curator of The Museum at FIT, to Madison Avenue BID.

"The Museum at FIT, New York's only specialized fashion museum, is pleased to collaborate with Madison Avenue Fashion Heritage Week."

The accumulation of the window displays within each of the brands participating in this event will help to create a "museum" exhibition that will work to illustrate the heritage of that particular company.

The brands slated to participate in the event, include: Akris, Bally, Brunello Cucinelli, CH Carolina Herrera, Calvin Klein, Dolce & Gabbana, Emilio Pucci, Ermenegildo Zegna, Etro, Hermès, J. Mendel, John Lobb, Max Mara, Missoni and Mulberry.

To add to the experience, a companion mobile app will also be available.

This app will provide an audio/video tour and explanation of the inspiration behind the works on display with commentary from Steele, brand ambassadors and others.

According to Madison Avenue BID, the mobile app was designed by the organization's creative agency, C&G Partners.

Earlier this year, Madison Avenue BID celebrated New York City Ballet's (NYCB) 50th Anniversary at Lincoln Center with the week long event, On Your Toes on Madison Avenue.

Brands that participated in the event, included: Agent Provocateur, Alice + Olivia, Bally, Barneys New York, Chanel, Kara Ross New York, Kate Spade New York, Longchamp, Mulberry, Ralph Lauren, Schutz Shoes and Tory Burch.

The brands featured window displays of NYCB costumes, toe shoes and memorabilia while many hosted receptions and discussions that benefited New York City Ballet, according to Madison Avenue BID.

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