I recently had the chance to visit Las Vegas and discover THE TENTS , the latest addition to the MAGIC Tradeshow empire, and to meet with PROJECT President Tommy Fazio to discuss the (digital) future of well-known tradeshows.
THE TENTS elevates fashion by convening with top luxury and designer men’s brands to inspire an exclusive shopping experience at PROJECT.
Bringing together the most prominent brands, retailers and press, THE TENTS creates an unmatched vision of the high-end contemporary marketplace.
Tommy Fazio joined PROJECT in 2012 as President/Creative Director from his role as Men’s Fashion and Trend Director at Nordstrom. He was previously the President at Simon Spurr, Men’s Fashion Director at Bergdorf Goodman, and Vice President of Men’s Collections at Calvin Klein.
THE TENTS is a curated showcase of luxury and designer brands. These men’s lines offer an elevated level of quality, design and price point.
Trendland: Tell us in 3 words what your experience has been as head of PROJECT for the past 3 years.
Tommy Fazio: Enlightening, Educational, Creative
When scouting brands for PROJECT and The Tents, what are key elements you look for?
I think the most important element is to find brands with great editorial content, brands with longevity and ones that have an unexpected appeal.
What are some menswear brands that are on your radar at the moment?
Some of my favorites are Relwen, Apolis, The End and recently named finalist for the 2014 CFDA/Vogue Fashion Fund Award Orley.
You’ve managed to successfully merge technology into PROJECT’s business model with your digital integration in seamless navigation for your attendees as well as your Shop the Floor activation and Skit Lift space for social media influencers to work remotely and in real-time.
Yes, it’s been one of our key focuses as everything is now digital – our Blogger PROJECT offers online editors the opportunity to tell a style story from the show floor, continues to reach new audiences and opens the conversation for dialogue between the fashion and the digital community. We also have onsite touch screen wayfinding maps and a MAGIC app to help guests navigate the show.
What’s next for PROJECT on the digital front?
Digital directories that you can download to your phone! Paperless baby!
What style trends are you really embracing for the upcoming year?
Style wise I’d say it’s the seamless integration of active nuances into tailored clothing
In what direction do you see men’s fashion culture going? (1970s? Nordic minimalism? 90s Futuristic Streetwear?)
I believe wearable clothes with subtle detailing is the future of menswear
Where do you see Project in 2015 and dreaming big, the next 5 years?
The vision is taking PROJECT and The TENTS internationally to the European, Asian and South American marketplace.
Can you remember the most recent person/place/thing that genuinely provided you inspiration?
I would definitely have to say the Apolis Store in LA. It’s a retail space that holds art exhibitions, film screenings and their brand name apparel collection. It’s a full blown concept store.
APOLIS: Common Gallery | 806 EAST 3RD ST | LOS ANGELES, CA|
If you could give one piece of style advice to all men, what would it be?
Precise tailoring is always the best. Find a good tailor and make him your best friend!
Do you believe style can be learned?
It can be taught, I don’t know if it can be learned
How does interior design, architecture and art influence your life and work?
Inspiration comes from all three of those, interior design of my home reflects my work ethic, my personal style and just influences my life in general. Your personal style starts at home.
Established in New York, CRAFT ATLANTIC is a men’s contemporary sportswear label offering an elevated and streamlined collection for the modern nomad.
Trends are overrated. But we definitely like that the market is as obsessed with ‘Navys’ and Indigos’ as we are
TL: Can you paint us a picture of the feeling, mood and energy behind this collection?
Luis Fernandez: Craft Atlantic is a streamlined and functional collection for the ‘modern nomad’. A luxe take on travel, the FW15 collection is called “The Intentional Layover”, for the man on the go, who has purposefully scheduled a layover between business flights to take on a weekend adventure. There is a nod to the scenes of winter in Reykjavik, Iceland, from its airport hub, icy fjords to the iconic Blue Lagoon.
TL: What’s your history with menswear and how did you initially get involved?
I was trained as an architect, and practiced for close to 8 years. The theory of ‘Form Follows Function’ was engrained in me throughout most of my life. So when I initially started a Mens’ t-shirt project in 2005 that propelled me into Fashion, I approached the design of a garment the same as I would designing a building: ‘how do you create something that is functional and impactful, but also looking tailored and polished?’ ‘Menswear’ seemed to be a perfect fit for me to explore this design philosophy; and 10 years later, it seems like there is quite a phenomena happening in Fashion and especially in Menswear. It’s definitely a new era in Menswear, and a very ‘Modern’ one at that. We are surrounded by apps and gadgets that enhance our daily life, and that give us more efficiency, speed and comfort – so the design of our clothes are following suit.
TL: What do you want everyone to know about this line?
Essential for everything Craft Atlantic is the special attention placed on the fabrics themselves. Natural And rich fabrics are combined with high-tech yarns; they always have an ultra-luxe feel with embedded functionality and performance making them light, breathable, and water-repellant. It’s the kind of clothes that do double duty, tailored and functional.
TL: What type of customer is the Craft Atlantic man?
He loves adventure and travel. He is always on the move, equal parts business and play. He is tech-savvy. He has experienced the world-over and has a developed taste for quality. He prefers style WITH substance.
TL: How would you describe your aesthetic in 3 words?
MODERN / TAILORED / FUNCTIONAL
TL: Where are you made and what is your price point?
The collection is mostly made in Italy. Mako Cotton Tshirts start at $115; Woven Button-Downs, $190; Luxe technical-Knit sweatshirts, $325 and a Reversible padded tech vest, $825.
TL: What trends are you embracing for the upcoming year?
Trends are overrated. But we definitely like that the market is as obsessed with ‘Navys’ and Indigos’ as we are.
Based in London, Orlebar Brown launched in March 2007 as a more tailored approach to men’s beach and swim shorts. Not so much a swim short but a ‘short you can swim in’, offering something you can wear on the beach, by the pool and then smart enough to go and have a drink or lunch.
Having initially focused on tailored shorts, the range evolved into a full resort collection influenced by 1960’s poolside utopia. The OB world draws inspiration from Slim Aarons’ iconic pictures of Riviera and Palm Beach life during the decade. Not just a smarter look but a reminder of the sophistication that once went with travel and holidays.
We are designed in London, manufactured in Europe and worn around the world.
TL: Can you paint us a picture of the feeling, mood and energy behind this collection?
For our High Summer collection, we are celebrating travel, sunshine, happiness and good times. Our inspiration from the earth, the natural patterns from aerial photography of landscapes and beautiful spaces.
What’s your history with menswear and how did you initially get involved?
My background was not in fashion – I was a photographer and although the original idea came from a particular holiday it really was essentially about spotting a gap in the market and going with a gut feeling. It really was just one of those moments when by a pool for a friends 40th birthday looking around and thinking all the women in the group looked great – and the men looked dreadful.
Although it was quite a design/visually led bunch of people the men were all in either budgie smuggler type briefs, baggy patterned boxer short styles or shapeless board short – there had to be something more exciting.
It also annoyed me that we had to change for lunch – just seemed stupid when on holiday. However, that has been at the core of how we started – a tailored approach to swim shorts. Not a swim short – but – a short you can swim in
What do you want everyone to know about this line?
It is important to highlight the movement OB has taken within the last few years. We started off with a line of swim shorts for men, which still remain at our core to this today. However, the collection has developed in a way that the OB Man can choose us for not only, beach, resort and travel – but for the everyday. We offer tailored casual essentials; from long sleeved polos to chinos, to jackets, outerwear and accessories.
What type of customer is the Orlebar Brown man?
Orlebar Brown appeals to a wide range of customer. He is a man who likes clothes, but is not obsessed with fashion. He wants clothes that are versatile and timeless. Clothes that can be worn now, and in ten years to come. We understand that he seeks quality and integrity in the brands he buys into – understated,considered, and has provenance.
How would you describe your aesthetic in 3 words?
Considered, Tailored & Colourful
Where are you made and what is your price point?
We are designed in London, manufactured in Europe and worn around the world- our price point ranges from $90 – $595
What trends are you embracing for the upcoming year?
We are not so driven by fashion trends, but focussed in an understated simplicity. The modern man wants transitional clothing, and we are sure contributing to the movement of tailoring in casual wear. Our Pique sweats range is testament to that – pairing a luxe fabric with a casual style, featuring hints of tailoring.
We have also been noticing a real calling for varied fabrics for the everyday. Hence, for the summer, we have a focus on terry towelling and linen and pushed our collection further to encompass full capsules of both for men and women.
Belstaff is a global luxury lifestyle brand steeped in its unique British heritage and the spirit of adventure. In Belstaff, the fearless explorer and fashion enthusiast alike can discover an easy yet refined luxury for a modern lifestyle influenced by Belstaff’s rich history and storied archives.
Founded in 1924, in Stoke-on-Trent, Staffordshire England, with the innovation of the first water resistant wax cotton, Belstaff quickly became embraced by a group relishing the freedom and daring that the fabrics allowed. Over the years, the great and the good have worn the brand from historical titans T.E. Lawrence, Amelia Earhart and Che Guevara to more modern names like David Beckham, Jemma Kidd, Sarah Jessica Parker and British trial racer Sammy Miller. Belstaff’s classic belted 4-pocket jacket became an instantly recognizable stable for the racing set throughout the 20th Century
The Belstaff man is rugged, appreciates great quality, and has a sense of sophistication to him.
Can you paint us a picture of the feeling, mood and energy behind this collection?
The Belstaff FW15 collection was inspired by the Ton-Up boys, and Ace Cafe riders of the 1950’s . Their look was actually inspired by the Marlin Brando film, The Wild Ones, which they put their own British, biker twist to it.. We’re a 90 year old British brand, and have the unique ability to draw inspiration from our own brand history, which allows us to stay unique in the market place, and true to our own brand DNA. The collection pays homage to the unique, rugged, individualistic men of this culture, and explores their sense of adventure and iconic style.
What’s your history with menswear and how did you initially get involved?
I was in retail management for close to 10 years, and wanted to make more of an imprint in this industry, so I moved into wholesale. I was lucky enough to work with Vince men’s during a lot of their growth period, and when I received the opportunity to work with an iconic brand like Belstaff, I had to jump at it. I’ve been there close to a year, and have really enjoyed it!
What do you want everyone to know about this line?
That it’s an iconic, authentic heritage brand that has been producing beautiful outerwear and sportswear for 90 years.
What type of customer is the Belstaff man?
He’s rugged, appreciates great quality, and has a sense of sophistication to him.
How would you describe your aesthetic in 3 words?
Rugged, sophisticated, iconic.
Where are you made and what is your price point?
The majority of our collection is produced in Italy and our price points range anywhere from $295 for our waistcoat vest, to $4800 for a beautiful shearling coat. We are a designer brand with very accessible advanced contemporary price points. It all depends on what you’re looking for, but we have something for everyone.
What trends are you embracing for the upcoming year?
We’d like to think of ourselves as the originators of the Moto denim trend that’s taken off the last couple of seasons, and we’ll continue to increase our offering in denim with the Moto details we’re so well known for. Athleisure has also been a huge trend, and we’ll continue to have an offering of fleece sportswear and joggers for next season.
