Fans Get a Look Inside AVENUE

The clothing designs, fashion shows and publication are the visible parts of the fashion industry, and often the hard work behind the scenes goes without notice or much thought.  Fabulous Fashion offers viewers the chance to hear about the efforts of people involved in all aspects of this industry.  Most often we get to meet designers and hear about their work and inspirations, but there are many other facets of a successful brand.  This night the fans of Fabulous Fashion were treated to an interview with Rusch Raymaker, Founder & CEO of AVENUE Inc., and Founder & Designer of Stylissimo, and Jesika Contepomi, Chief Marketing Officer of AVENUE Inc. and PR Director of Stylissimo, to give some insight into what goes on inside the various parts of a successful, multi-faceted fashion business.

( Arabella Robonaught )

Opportunities to hear about the work that goes into the promotion of a brand are rare for people outside the industry, but Fabulous Fashion looks to cover the gamut for its fans, and it is appreciated.  Arabella Robonaught summed it up nicely: “… Angie and Paisley are like the Oprah’s of SL.”  This night she learned some interesting facts about AVENUE and saw the Stylissimo Line for the first time, ”I’ve heard of it, I like what I see and would consider purchasing four of the outfits I see on stage.”

( Ludwig Prinz )

Even people whose line of work puts them in touch with the world of fashion are often too busy themselves to keep up on all that goes on, so Fabulous Fashion helps them keep up.  Photographer Ludwig Prinz is well known throughout the fashion world, yet was surprised at what he heard.  “Very interesting to hear about the history of AVENUE, and all the accomplishments, I wasn’t even aware how diversified they are. Pretty amazing to see the growth of Avenue which I have know for a long time.  I think Angie was very engaging, but of course Avenue has such a big history, almost impossible to cover it all.  Rusch and Jesika looked stylish as always, I am happy to have them in my friend’s list.”

( Helena Stringer )

This particular episode was interesting in that it showed how it can be used by others, including a full service agency such as AVENUE, as a promotional tool.  It is a good way to get exposure for a new brand, such as Stylissimo, as the designs are shown on live models and discussed in some depth.  And since fashion styles are extremely varied, especially in Second Life, it is important to present a brand to the widest possible audience.  Some comment from Helena Stringer are an example, “For a first collection, I’d have to say it’s a good start.  I can’t say it’s something I would personally go out and buy myself.  I look for certain qualities in my fashion, in both real life  and SL.  The one that does call to me the most is on Sally. I love colour, and you don’t often see such unusual combinations, as the green and burnished colours.  Sort of Fall like.  For a designer that never created previously to do this collection, it is a good showing,  for the fashion that it is.  My taste or not.”  Even when the quality of the work is recognized and appreciated, the style won’t be desired by everyone, which makes the job of promotion that much more important.

You can find more photos from the show on flickr.

Missed the show? You can watch it online, or download it on iTunes.