Monday, November 04, 2002



(Los Angeles, California, November 1, 2002 Press Release) - 7th on Sixth Executive
Director, Fern Mallis, announced plans to launch Mercedes-Benz Shows LA at a
press reception held this evening on the rooftop of the Downtown LA Standard
Hotel. Mercedes-Benz, luxury automotive company also announced their title
sponsorship of this new fashion initiative. Guests included LA based
designers Richard Tyler, David Cardona and Bradley Bayou, fashion industry
press, buyers and influencers and Los Angeles City officials.

7th on Sixth, the production company that produces the bi-annual
Mercedes-Benz Fashion Week in New York City, will assist the Los Angeles
fashion community to stage three days of runway shows in downtown Los
Angeles. "As we've been watching the creativity and energy of the LA
designers and the resurgence of the downtown area, we realized that the
talent here should be galvanized to help make LA a fashion destination for
the world's fashion press and buyers," said Mallis. With the success we've
experienced in New York we look forward to collaborating with these
designers to accomplish their mission to put LA on the world's fashion

"Los Angeles has a sense of lifestyle and fashion that is unlike anywhere
else in the world" remarked John Koehler, Regional Operations Manager for
Mercedes-Benz USA. "We are proud to sponsor fashion events that allow
designers - and Mercedes-Benz - to jointly promote style, luxury and
original design. It's a natural partnership."

"The New York showing of my collections was instrumental to our success,"
said designer Richard Tyler who also spoke at the press reception. "The
vision and generous work of the 7th on Sixth team brought so much more
exposure to all the designers who have participated in Mercedes-Benz Fashion
Week. Individually, I feel it contributed to my receiving three CFDA awards.
Mercedes-Benz Shows LA coming to Los Angeles will not only give
opportunities to the designers and the fashion industry here, but to Los
Angeles as a whole."

Mercedes-Benz Shows LA Fall 2003 Collections will take place April 1st -
4th, 2003 at LA's hottest new hotel, the Downtown LA Standard. 7th on Sixth
plans to produce five to six shows a day in three venues, two inside the
hotel and one in a tent to be erected on the parking lot adjacent to the
hotel entrance. Additional information regarding size, capacity and cost of
the venues, along with amenities and benefits offered to designers and
guests of the shows will be announced at a later date.

In an effort to attract the most exceptional talent LA has to offer,
Mercedes-Benz Shows LA has created a steering committee comprised of a
small, select group of fashion and style leaders. This committee will
identify the most promising talent in the Los Angeles area who are deserving
of an underwritten show space, and will designate one designer each day for
the "Mercedes-Benz Shows LA presents...." show. In addition, the committee
will offer a general overview and advice on the balance of designers who
will be listed on the schedule.

Mercedes-Benz Shows LA will also establish a host committee comprised of
local leaders, influencers, fashion insiders and enthusiasts to lend their
name and support to this new fashion industry initiative.

Media Contacts:

Brooke Primero
Bragman Nyman Cafarelli

Jacquie Kelleher
7th on Sixth

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