By Jeremy Meyer, Hollywood Examiner
June 29, 2010
Announced this morning at a press conference at the Orpheum Theater in downtown Los Angeles that this year the annual Macy’s Passport fashion benefit will undergo a remarkable transformation, becoming Macy’s Passport Presents Glamorama, and moving from its 14-year Westside location to the historic Orpheum Theater on Broadway in Downtown Los Angeles, in partnership with the City of Los Angeles and Councilmember José Huizar’s Bringing Back Broadway revitalization initiative.
This 28th annual event will take place at the Orpheum Theatre in Downtown Los Angeles on Thursday, September 16, 2010 at 8pm. Headlined by Grammy award-winning singer Macy Gray and singer-songwriter Eric Hutchinson, Macy’s fashion spectacular will hit the runway with a modern twist on style and once again, all to benefit AIDS Project Los Angeles and Project Angel Food.
"Having Macy’s relocate to its new home Downtown is a coup for Los Angeles, for Bringing Back Broadway and the L.A. Fashion District. It represents the perfect marriage of history, glamour and fashion, while raising funds for the fight against AIDS," said Los Angeles City Councilmember José Huizar. "We’re thrilled – and there’s no better place than right here on Broadway."
This year’s compilation of fashion, fantasy, music and magic makes for an exciting evening featuring creative combinations of colors, patterns, textures, shapes and trends. The over-the-top fully choreographed fashion show will include the following designers: Material Girl, Tommy Hilfiger, Marc by Marc Jacobs, INC International Concepts, Calvin Klein, Jezebel/Felina Lingerie, 2(X)ist and Just Cavalli, to name a few.
The move to the intersection of L.A.’s historic and fashion districts allows Macy’s to build upon its popular fashion show by targeting the young, fashion-conscious Downtown demographic.
“Macy's is excited to be part of the trend to bring iconic events to Downtown Los Angeles, said Larry Hashbarger, Special Productions Director for Macy's Parade & Entertainment Group. "Macy’s Passport presents Glamorama is reinventing and re-imagining runway as theatre. This event is one of the largest, most prestigious fashion events & fund-raisers in America and moving to the Orpheum Theatre means the event will be part of the dynamic change and energy of a revitalized downtown.”
Passport began as an awareness-raising fashion show in Macy’s employee cafeteria in 1982 and has since grown into one of the largest and longest-running HIV/AIDS events of its kind. The fashion benefit, with the help of the Macy’s Foundation, has donated more than $28 million for HIV/AIDS services, prevention and research.
Steve Needleman, owner of the Orpheum Theatre serves as a Trustee for Bringing Back Broadway. “Macy’s partnership with the revitalization initiative is something much anticipated by local residents, who are already buzzing about the event," said Needleman, “I have worked in downtown Los Angeles for almost 40 years and the transformation over the past decade is amazing! Downtown is now the place to be in Los Angeles and I am ecstatic to have the Macy's Passport Glamorama Fashion Show in their new home at the Orpheum Theatre."
Mr. Needleman btw thank you for the cap. I really appreciated you giving me one. I know, the media was not really supposed to get one.
Beneficiaries of the event are equally energized: “Macy’s Passport presents Glamorama is an exciting evolution for an event that has allowed APLA to provide life-sustaining care to many thousands of Angelenos living with HIV/AIDS who have nowhere else to turn. Macy’s is an exceptional partner in the fight against AIDS, and we’re honored to benefit from such a highly anticipated event.” said Craig E. Thompson, Executive Director of AIDS Project Los Angeles.
Margaret Steele, Executive Director of Project Angel Food added: "Project Angel Food is proud to be a beneficiary of Macy's Passport and applauds Macy's for its long-time and consistent dedication to caring for people affected by HIV/AIDS. They allow Project Angel Food to prepare, cook and deliver over 13,000 meals a week to men, women and children affected by HIV/AIDS, cancer and other life threatening illnesses throughout Los Angeles County."
This year Macy's Passport Presents Glamorama is expected to raise an additional $150,000 for those two organizations, along with additional grants to HIV and AIDS organizations throughout Southern California.
Following the fashion show and musical performances, guests will make their way to the California Market Center for an innovative post-party where the fusion of fashion, art and music continues throughout the evening. "The California Market Center has been a downtown fashion staple for over 50 years, and we are excited to celebrate the Macy's Passport presents Glamorama post-party here in our building,” expressed Joanne Lee, Senior Vice President of the California Market Center “we continue to support our local fashion and art community, and expect this event to bring a burst of attention to the neighborhood and Macys important charitable organizations."
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