prague fashion night

FASHION WEEK
PRAGUE FASHION NIGHT
ABOUT THE PROJECTS
CONTENT:
1.
Basic Information
2.
Attendance and Venues of the Events
3.
Key Partnerships
4.
PR and Media Campaign
5.
Media Partners
6.
Fashion Designers and Brands
7.
Prague Fashion Week and Charity
8.
Official Suppliers
9.
Organizers
10.
Evaluation
11.
Attachment
Fashion
Week
in Prague
Thank you Partners
for making this
event a Success!
POŘADATELÉ:
Unique one s. r. o.
BB media consulting s. r. o.
Petra Nemcova Brand Enterprises
Fashion Week se koná pod záštitou
hlavního města Prahy
Oficiální dodavatelé: hotel Boscolo Prague, Martini
vstupenky v předprodeji v síti
oficiální automobil
hlavní partneři
hlavní mediální partner
mediální partneři
partneři
Fashion Week 2013
1.
Basic Information
The third annual Fashion Week in Prague (the first two events were called after the partner: Dreft Fashion Week 2011 and 2012), which took place from 9th to 15th
September 2013, was a ground-breaking event in many aspects. The Fashion Week in Prague, following the example of Fashion Weeks organized abroad, brought a
wave of inspiration both from the Czech Republic and from abroad. The visitors had the possibility to see a number of fashion shows, listen to specialized lectures
or participate in interesting workshops. For the first time this year during the Fashion Week in Prague a national day dedicated to British fashion was held, called
“Fashion is Great Britain”. During the British day visitors had the opportunity to get acquainted with a wide spectrum of British fashion brands such as Alexander McQueen, Victoria Beckham, T.M. Lewin, Marks and Spencer etc.
The Fashion Week in Prague presented fashion shows by renowned Czech fashion designers Tatiana Kovaříková, Ivana Mentlová, Klára Nedemlýnská and Beata
Rajská, the letter of which presented already her new collection for spring/summer 2014. Thanks to the kind support from our partners we could give room also to
young talented designers. The following young fashion designers presented their work during the Dreft Black Card and Range Rover Evoque Young Talent Selection fashion shows: Jindra Jansová, the winner of Dreft Black Card 2012, Lukáš Macháček, the winner of DBC 2013, Libor Komosný, Lay Sedláková and Denisa
Dovalová. VŠUP (Academy of Arts, Architecture and Design in Prague) and UJEP (Jan Evangelista Purkyně University in Ústí nad Labem) presented the students’
work from the Clothes and Shoes Design Studio lead by Liběna Rochová and from Clothes and Textile Design Studio led by academic artist Eliška Nová and assisted
by MFA Jan C. Löbl.
The Sunday programme was dedicated to foreign fashion brands such as Diesel, Diesel Black Gold, Replay, Van Graaf presented Calvin Klein, Tommy Hilfiger,
Armani Jeans, Hugo Boss and other brands.
Candles from the Be The Light New York collection by Petra Němcová, a Czech supermodel, were presented exclusively for the first time in Europe during the Prague Fashion Week. Be The Light New York by Petra Němcová is a home decór lifestyle brand.
The Fashion week was concluded by an exclusive underwear fashion show by La Perla brand, whose presented new collection for spring/summer 2014 had its
premiere during the Prague Fashion Week!
The Prague Fashion Week project has been given the auspices of Jiří Vávra, First Deputy Mayor of Prague, and Oldřich Lomecký, Mayor of Prague 1.
Interesting Facts
“Fashion Talk” has become a traditional form of open discussion on the topic of fashion. This year, three Fashion Talks were held: “Fashion is Great Britain” held
in the Embassy of UK, “Women Fashion Designers vs. Women Chief Editors” and “In Style” with prominent guests attending each of the three talks: J. E. Jan
Thomson, the UK ambassador to the Czech Republic, Eva Jiřičná, world-renowned architect, Tamara Kotvalová, the owner of Carollinum stores chain, Rony
Plesl, Klára Nademlýnská, Beata Rajská, Tatiana Kovaříková and Ivana Mentlová, fashion designers, Barbara Nesvadbová, chief editor of Harper’s Bazaar
magazine, Andrea Běhounková, chief editor of Elle magazine, Simona Rydlová, chief editor of In Style magazine and Františka Čížková, fashion critic.
From 13th to 15th September in the main PFW tent on Alšovo nábřěží there was a “Pop-up Store”, where the visitors and fashion enthusiasts could purchase gorgeous and original pieces by established as well as starting fashion designers right in the centre of the events and in the atmosphere of the Fashion Week.
Journalists and clients could meet the fashion designers in the “Kissing Room”.
Stellar Guests
Prague has become the venue of public presentation of luxury fashion and, as in the previous years, it had been visited by a number of prominent guests from the
world of fashion.
Last year, the main guests of the event were Valeria Mazza, an Argentinian supermodel, who came with her family and Alexandre Herchcovitch, a Brazilian fashion
designer, who brought with him his show directly from the New York fashion week and whose spring/summer collection 2013 had its European premiere during
PFW. As in the previous years, Prague hosted VIP guests invited by one of the organizers – supermodel Petra Němcová. Among those who accepted her invitation was Hirono, one of the most famous Japanese fashion designers, who works since 2007 under the Saphir East brand and who dresses the fashion icon Lady
Gaga. A selection of her iconic models was presented at the opening ceremony which was traditionally held in Prague mayor’s residence on Monday 9th September.
Another VIP guest was Eugenia Silva, a Spanish supermodel, who arrived in Prague to be present at the PFW opening ceremony. Taťána Kuchařová, Miss World
of 2006, who was an ambassador of the Dreft brand during PFW 2013, was the patron of the competition of young talents.
Prague Fashion Week in figures:
-
23 fashion shows and events ware held during the PFW with more than 30 designers and brands presenting their work
A team of 120 professionals ensured smooth running of the programme
180 qualified journalists took part in the event
8500 visitors attended the event
2.
Location
The Fashion Week took place in four locations in the centre of Prague, the Czech capital. The opening ceremony was held traditionally in the exclusive premises of
the Prague mayor’s residence. Boscolo hotel, an official supplier for this year’s PFW, hosted two exclusive fashion events Cocktail by the Proč Ne?! magazine, fashion shows by Klára Nademlýnská and Ivana Mentlová as well as an exclusive evening of Tatiana Kovaříková.
The second annual charity Gala Dinner Tiffany Sparkling Night was held in the exclusive premises of Lobkowicz Palace in the Prague castle and it has been a prime
event of the Fashion Week.
“The Tent” nearby the Academy of Arts, Architecture and Design hosted 17 fashion shows, lectures and workshops from Friday till Sunday.
3.
Key Partnerships in 2013
The Prague Fashion Week 2013 was the only fashion related project to be held under the auspices of the Prague Municipal Authority, namely by Jiří Vávra, the
First Deputy Mayor of Prague.
Thanks to the partnership with the CzechTourism agency, the Prague Fashion Week got a great PR campaign abroad. The common goal of the Czech Tourism, Prague Municipal Authority and Prague Fashion Week is to promote the image of Prague as a fashion destination abroad. This goal has been attained again this year.
This year’s winner of Dreft Black Card was Lukáš Macháček. Dreft, the main partner of PFW, again organized a competition aimed at supporting young fashion
designers aged below 30. The winner got a free fashion show within the PFW project and a CZK 60 000 cash prize. The jury was composed of prominent fashion
personalities: Lucie Janatová, Fashion Director at Harper’s Bazaar, Danica Kovářová, chief editor of Dolce Vita magazine, Františka Čížková, a fashion guru, and
Cindy Kerberová, a prominent fashion editor and blogger.
Fashion Week in cooperation with Land Rover brand was the first and only fashion project in the Czech Republic to offer professional limousine service to its VIT
guests. Celebrities, prominent guests or representatives of partnership institutions had the opportunity to be driven by Range Rover luxury limousines to the fashion events held during the Fashion Week. During the Fashion Week, the Land Rover was titled the official automobile of PFW.
Harper‘s Bazaar, a fashion magazine with the longest tradition in the world, is the project’s main media partner. In cooperation with Bauer Media a special 60page Harper‘s Bazaar supplement was prepared, which was dedicated to the Fashion Week and which has become an important guide to the Fashion Week. The
supplement was printed in 50 000 copies which were distributed as a supplement to September edition of Dolce Vita, Cosmopolitan and Harper‘s Bazaar in Prague
and Central Bohemia region.
The project’s partners providing professional make-up and hairdo services were: Parfumerie Douglas cooperating with Guerlain, a cosmetic brand, and Toni & Guy,
a hair care products brand, cooperating with Toni & Guy hairdressers.
4.
PR and Media Campaign
A number of Czech as well as foreign media were covering the Prague Fashion Week. The CzechTourism agency distributed information about the project in all of
its 22 foreign representative offices. The press release on the project had been translated into 9 world languages.
A vast number of PR articles had been published in Czech magazines dedicated to fashion, economy, society and lifestyle. The project was covered in the main news
on TV Nova, Prima Family, ČT 1, ČT 24, TV Barrandov, Fashion TV and others.
The media campaign included 91 CLV, 10 bigboards, 100 commercial spots on radio Evropa 2, 200 TV commercial spots on FTV, 25 000 leaflets distributed in the
venue of the event. Part of the media campaign is also the official website dreftfashionweek.cz and a PFW profile on Facebook.
5.
Media Partners
Hospodářské Noviny, Proč Ne?!, IHNED.cz, Harper‘s Bazaar, Cosmopolitan, Dolce Vita, BLESK, BLESK.CZ, In Vogue, FTV Czech & Slovak, Harmony TV,
fashion stars TV, TV Metropol, The Prague Post, iGlanc, Evropa 2.
6.
Fashion Designers and Brands
Prague Fashion Week 2013 – Saphire East, Klára Nademlýnská, Ivana Mentlová, Taťána Kovaříková, We Are Replay, Alexandre McQueen, Victoria Beckham,
T.M. Lewin, Marks & Spencer, VŠUP, UJEP, Libor Komosný, Lay Sedláková, Denisa Dovalová, Jindra Jansová, Lukáš Macháček, Beata Rajská, Replay, Diesel,
Diesel Black Gold, Van Graaf (Calvin Klein, Tommy Hilfiger, Armani Je ans, Hugo Boss and others) and La Perla.
Dreft Fashion Week 2011 - La Perla, Eva Aisler, Frey Wille, Lanvin, Alexander McQueen, Celine, Rick Owens, Escada, Max Mara, Klára Nademlýnská, Denisa Nová,
Timour & Group, and others.
Dreft Fashion Week 2012 - Alexandre Herchcovitch, Ivana Mentlová, Simple Concept Store – Christian Louboutin, Roberto Coin, Liběna Rochová, Jindra Jansová,
VŠUP Studio led by Josef Ťapťuch - Romana Jakešová and others, Michaela Čapková, Veronika Bijoková, Lucie Jelínková and Monika Nováková, Marella, iBlues,
Bogner, Airfiled, Patrizia Pepe, Laurel, Marc Cain, Stefanel, Lenka Štěpánková, Vladimír Staněk, Miroslava Horká, Libor Komosný, VŠUP Studio led by Liběna Rochová.
Lectures and workshops: a lecture by Petra Měchurová, a lecture by Eugeni Bramerini – “The Rugged World”, workshop “The adress idea”.
Accompanying events by VŠUP.
7.
Fashion Week and Charity
CZK 350 000 collected by Gala Dinner Tiffany Sparkling Night for supermodel Petra Němcová’s Happy Hearts Fund will help rebuild schooling facilities in Peru
destroyed by a heavy earthquake. During its three-year existence, the Fashion Week project donated CZK 800 000 to charity.
8.
Official Suppliers
Martini, Hotel Boscolo Prague, Nydrle digital, T servis, Ticket Pro
9.
Organizers
Co-organizers of the project:
Unique One s.r.o., Opletalova 59, 110 00 Praha 1, www.unique-one.com, Director: Karolína Bosáková
and
BB media consulting s.r.o., Široká 7, 110 00 Praha 1, www.bb-media.cz, Director: Barbora Bergová
and
Petra Nemcova Brand Enterprises, www.bethelightny.com, Director: Petra Němcová
Creative consultant: Šárka Elfmarková, Head of production: Daniel Jaroš, Production: Gabriela Ponert, Kateřina Smejkalová, M.A. Andrea Petrovičová, Production
assistant: Daniela Pilná, Petra Haladová, DTP: Marek Bako, architekt: Marek Holý, Direction and Choreography: Lenka Vinická, Director’s assistant: Peter Várady
10.
Evaluation
Prague Fashion Week confirmed that a high-quality presentation project exclusively dedicated to fashion has its rightful place in the culture of the Czech Republic.
The project had attracted successful Czech and foreign fashion designers. It has presented fashion in various shapes to its broad target group. Apart from fashion shows,
the project included interesting lectures and workshops. A massive media campaign attracted a lot of visitors not only from among specialists but also general public.
The project has confirmed that fashion is as fascinating as other fields of art, which is, however, closer to the general public.
Last year’s goal of Fashion Week, to focus on the young generation of Czech fashion designers, proved to be successful.
This project attracted broad audience. Compared to last year, the interest from the non-specialist public has risen by 150 %, which is a clear proof that fashion is becoming an attractive topic as well as an interesting area if commerce in the Czech Republic, as is the case abroad.
The Prague Fashion Week transcends the borders of the Czech Republic. As it has prominent foreign guests, it presents the Czech Republic and its capital to the rest
of the world as a fashion destination, which is a totally new image of Prague.
We are proud to have launched a project comparable to the fashion weeks organized abroad. The Prague Fashion Week is a pioneer in many ways. When creating this
project, we set standards for fashion presentation in the Czech Republic. Already for three years we are successful in supporting young talented fashion designers in
an important way, confronting the Czech designers and brands with the quality of foreign brands, creating space for discussion as well as bringing inspiration from
abroad. The Prague Fashion Week approximates fashion to the general public and promotes sales. Thanks to the Fashion Week, Prague has become a European city
which does not live only from its historical heritage, but which also lives in the present, enjoying world trends, design and fashion.
The Prague Fashion Week confirmed its position both at home and abroad. We managed to establish also the Prague Fashion Night, which is a direct sales promotion
for foreign as well as Czech brands and designers. The results show that the Prague Fashion Week has become an important trademark, which is associated with high
quality, professionalism and progress. We obtained these results thanks to the support provided by all the key partners of the project.
We would like to thank you for your trust in the Prague Fashion Week project and for your support!
It is thanks to you that the project is to unique.
Kind regards
Karolína Bosáková, Barbora Bergová and Petra Němcová
Unique One s.r.o., BB media consulting s.r.o. and Petra Nemcova Brand Enterprises
Fashion Week Co-organizers
11.
Attachment
An overview of CLV, bigboards, advertisements, TV commercial spot and FTV media plan, radio commercial spot and Evropa 2 media plan, photographs of the
events, press releases with partner’s logotypes.
Evaluation and Statistics for the Land Rover Limousine Service
To Whom It May Concern:
My name is Radka Richterova and I worked as a coordinator for the Land Rover Limousine Service at PFW 2013 which took place between 9 September 2013 and
15 September 2013. I would like to briefly summarize our collaboration.
During the FW I had an opportunity to get to know the incredibly professional approach taken by AZ Mobility employees who worked in the Limousine Service with
me. I consider the whole event successful, especially the chance to work with Mr. Kratky and Mr. Sklenar who were willing to help and always available for the entire
period and in any situation. Full use was made of the Limousine Service for the entire period, both by our clients and foreign guests.
Over the entire week, the Limousine Service was provided to 80 carefully selected guests (celebrities, VIP guests, partner representatives and PFW clients).
From my own point of view as well as that of our VIP clients the event was clearly highly successful.
As a reference, allow me to cite at least two of the many positive evaluations from our guests:
Lucie Janotova, Fashion Director, Harper‘s Bazaar: “I’ve really enjoyed using the Land Rover Limousine Service!” I used it twice during the week and it was a
great experience every time. The coordinator, Radka Richterova was very professional and whenever I called on her she did her utmost. Moreover, the vehicle was
always ready exactly on time and the driver was very willing. I had a chance to get to know the new Range Rover Evoque which I immediately fell in love with. It is
made for the city, comfortable, with a great design. I can’t think of anything to improve for next year. To the contrary! “
Etsuko Suzuki, Director of Donna Models, Tokyo, Japan: “Limousine service by Land Rover was amazing! All drivers were so sweet and very gentle. I want to
buy this car in Japan! It was so cool! The organization was Perfect!!! No doubt. For next year I hope I will be invited to Fashion week in Prague again. It was amazing experience. I really like Prague and Czech people. They are such a professional and so sweet. Just go on! Higher and Higher!!! “
Based upon these reactions I feel confident in saying we have targeted potential clients during the Prague Fashion Week. Thanks to the Land Rover Limousine Service we
made them 100% comfortable during fashion week as well as providing them with a pleasant experience fully tied to the Land Rover brand, its quality, luxury and design.
Vehicle use statistics during the PFW 2013:
Vehicles used (A total of 10 vehicles):
Range Rover
Range Rover Sport
Range Rover Evoque
Number of pick-ups during 8/9 – 15/9
320 (VIP + Standard)
12 Total number of passengers transported during 8/9/–15/9
600 (VIP + Standard)
PRAGUE FASHION NIGHT
Prague Fashion Night is an event which continues the successful (Dreft) Fashion Week held in Prague. The primary goal of this event is to present boutiques of
fashion designers and brands located in the Old Town in the area around Pařížská Street. This event was held for the first time on 30th May 2013 with more than
40 boutiques participating in it, including foreign brands, such as TIFFANY & CO., Dolce and Gabbana, Dior, Louis Vuitton, Jimmy Choo, Diesel, Stefanel, Simple
Concept Store, Bvlgari, Salvatore Ferragamo, Bottega Veneta, John Richmond, Versace, Ermenegildo Zegna, Přížská 17, Pařížská 22, Coccinelle, Klara Nademlýnská, Beata Rajská, Space, Tatiana and others. Thus for one night the Old Town centre becomes vibrant with fashion and accompanying events held by the individual
boutiques. On this special night, the boutiques are open till 10 p.m. Each boutique can prepare something special for its clients (discount on selected goods, accompanying programme, refreshments, demonstration of clothes production, special service offers etc.) PFN has drawn attention of the potential clients to this locality.
You can find more information on both projects on www.praguefashionnight.cz.
UNIQUE ONE s. r. o.,
o. Opletalova 59, 110 00 Prague 1, Czech republic
e-mail: [email protected], web: www.unique-one.com
contact: Karolína Bosáková, GSM: +420 605 989 988
BB MEDIA CONSULTING, s. r. o., Široká 7, 110 00 Prague 1, Czech republic
e-mail: [email protected], web: www.bb-media.cz
contact: Barbora Bergová, GSM: +420 604 247 450