the KRELwear girls at the end of the show

As I read through this press release last week, I literally was imagining this whole scene and laughing to myself. You must know the ladies from KREL to understand, but even if you don’t…this is still one entertaining story! I cannot say I was super surprised by the whole thing and definitely not surprised by the outcome….these girls rock!!! BUT the best part is that the Pleasers shoes were there and now the brand can add Iceland Fashion Week to their list of appearances with KRELwear. The shoes have been all over the map since they arrived in Miami. Right before the ladies trucked off to Iceland they were up and down the East Coast doing trunk shows….including the Hampton’s and NYC.  Pretty neato!!! Can’t wait until Karelle’s next line so I can help her get a shoe sponsor again….anyone interested?? 

FOR IMMEDIATE RELEASE

CONTACT: THE REBEL FASHUN

ANDREW LOCKHART

andrew@projektnyc.com

Written by Daria Brit Shapiro

Photos by Eduardo Carneiro

DESIGNERS TAKEOVER “ICELAND FASHION WEEK” WITH REBEL FASHION SHOW AT NASA

Sat., Sept. 5, 2009 Reykjavik, Iceland: Thirteen emerging international fashion designers originally slated to present their Spring 2010 collections at “Iceland Fashion Week” 2009, boycotted the event and produced an impromptu rebel fashion show at Reykjavik’s NASA nightclub. With only three hours to prepare, Andrew Lockhart of Projekt NYC and Daria Brit Shapiro of AMF Projects in Miami, secured Icelandic models, hair stylists and makeup artists, nearly all of whom were also working for “IFW” and transported themselves and their equipment to volunteer their efforts for these young designers who felt they had been mistreated and deceived by the President of “Iceland Fashion Week”, Kolbrun Adalsteinsdottir.

Misled by false promises of a well-organized event to be presented on a clear plastic runway of Icelandic Glacial Water bottles, which would appear to be floating upon the water, the designers arrived at the event– after hurriedly packing their collections with only 15 minutes notice from Adalsteindottir– only to find that the themed “Walk on Water” stage was actually constructed from palettes of cardboard boxes wrapped in plastic, many of which had been torn open and ransacked with bottles removed, making for an distasteful and unprofessional backdrop for photographs. 

Because all thirteen of these designers are up and coming in the industry, the mere cost of transporting themselves with their collections to Iceland left them with empty pockets in the city of Reykjavik, unable to even afford taxis back to their accommodations on the abandoned US naval base in Keflavik.  With designers journeying to Iceland from as far away as Greece, Australia, Brasil and South Korea, many of the participants were motivated by the opportunity for professional photographs and International press, a crucial first step in the launch of a new collection. The designers were shocked to discover that not only did the actual stage (which was 1/4 the size as initially promised), not live up to the promises made, but the two small tents provided for preparation had no electricity, racks, or hangers to safely and properly store their collections in the rain that was beginning to drizzle down upon them.

Andrew Lockhart, named Director of Iceland Fashion Week, also arrived at the event to be surprised by an unsatisfactory set and a group of anxious and worried designers, squeezed inside two small tents with over 50 models and the entire makeup and hair team, literally shoulder to shoulder. Delayed by Adalsteinsdottir’s inability to provide sound equipment for the event’s DJ (who was eventually presented with an old, portable “discman” borrowed from the café next door), the designers all agreed that the show must go on, and proposed that the the pavement situated just behind the tents – which made a natural runway through the rocks – would be beautiful backdrop for photographers, as it offered a view of Reykjanaes Harbor and would showcase the natural beauty of Iceland’s landscape, as well as the designs being presented.  Lockhart attempted to reach a compromise between Adalsteinsdottir and these young designers, to no avail.

Unwavering, Adalsteinsdottir called the local police to arrest Miami-based fashion designer Karelle Levy of KRELwear, alleging that Levy was attempting to force models to climb on the rocks and endanger themselves.  Levy, who suggested no such thing, was outraged by Adalsteindottir’s accusations, assuring the officers that her intentions were to utilize the flat, pedestrian pavement beside the rocks, overlooking the harbor. The police were unimpressed by Adlasteindottir’s accusations and pursued no action whatsoever.

Still intent upon having the fashion show that brought KRELwear to Iceland, Levy and her PR/Marketing Director, Daria Brit Shapiro, spoke with the other designers, who were also looking forward to continuing the show on the pavement as a happy alternative to the amateurish and rickety stage that had been thrust upon them.

After numerous attempts to reach a compromise between Adalsteinsdottir and the designers, the rain was now pouring down and Andrew Lockhart was fortunate enough to secure Reykjavik’s nightclub, NASA, as an alternative venue for the event that evening.  The owners of NASA had coincidentally cancelled a concert merely minutes before Lockhart’s call and graciously offered their space to these designers (several of which had already packed their belongings and booked earlier return flights) suggesting that a nominal charge at the door would cover all expenses.

While Lockhart pleaded with Adalsteinsdottir to help accommodate the designers in a professional manner, Daria Brit Shapiro from KRELwear helped to organize the transport of makeup, hair, models and designers’ collections to NASA.  After an hour or so of endeavoring, unsuccessfully, to persuade Adalsteinsdottir to help facilitate these changes – which were now necessary due to the rain – “Iceland Fashion Week” declined to take part in the organization of an alternative venue, leaving Lockhart and Shapiro just three hours to organize what had taken Adalsteinsdottir three months to accomplish. Lockhart and Shapiro, who had met three years prior in Miami and pledged to one day work together, coincidentally re-acqauinted themselves in Iceland and though nearly perfect strangers, collaborated to create THE REBEL FASHUN SHOW, conceived and organized spontaneously.

With  several designers having already dropped out and another, Papusza Couture, having suffered irreparable damage to her fragile garments because of rain, transport and the unavailability of proper storage, the remaining thirteen designers: Agape Mdumulla(United Kingdom),Anja Hynynen(Sweden), Anna Unger(Ukraine), Eva Huld Ívarsdóttir(Iceland), EY Design (Iceland), Georgina Vendrell (Spain), KRELwear (U.S.A.), Maldoror (Poland), Maleen Dalan (Norway), Myrto Stamou (Greece), Rodel LA(Brasil), s=yz (South Korea), YaeSeung Lee (South Korea), banded together in a collaborative effort to put on the show, regardless of the many obstacles presented by Adalsteinsdottir, at Reykjavik’s NASA, which proved to be a much more suitable venue.  After innumerable attempts, Lockhart, unable to convince Adalsteinsdottir to endorse the change of venue, worked with Shapiro to present an independent fashion show that very evening- THE REBEL FASHUN.

Karelle Levy, the most veteran of the the participating designers, ran production backstage with great aplomb, along with KRELwear’s stylist, Jessica Bosch of FORD Artists, Maureen Puia and a full team of Icelandic models, makeup and hair stylists. Icelandic models, eager to work on the production, showed up in great force, phoning their friends in Reykjavik to help manage the front door and assist backstage.  Several models, along with a crestfallen Katie O’Brien from Papusza Couture, took to the streets in support of this rebellious show, spreading the word amongst Icelanders to attend the event. With an entirely volunteer crew (including a new DJ), and a makeshift setup in NASA’s upstairs lounge, the designers and Icelandic staff worked together to present the most revolutionary fashion show in Reykjavik’s history, without funding or support from “Iceland Fashion Week”.

In addition to being a pitch-perfect performance, the entire experience inspired designers to collaborate, many of them ended up as models in other designers shows, even with several professional models having been turned away because too many had already volunteered. After thirteen consecutive shows, beginning with Myrto from Greece and culminating in a blacklit- glowing finale with KRELwear, the end of the event found every designer and model on stage, dancing together in exhilaration and relief at the success of the impromptu production, which was very well-attended by press both local and international.

In the most unlikely of circumstances, Andrew Lockhart and Daria Brit Shapiro have now found themselves as natural partners, heading up THE REBEL FASHUN, who, along with these support of these incredible young designers and the amazing efforts of a local Icelandic team, have accomplished the first of many amazing feats to come in the fashion industry. Plans for upcoming events from THE REBEL FASHUN are already underway, relying upon individuals within the fashion community to spread a sense of collaboration and cooperation across all borders and boundaries and in the face of any fashion adversities that may arise in a dynamic, yet unpredictable industry.