MADE LA Adds a Hood by Air Show to An Already Stellar Lineup
In case you haven’t heard, on June 10th and 11th, our good friends over at MADE are heading to LA—and for a city that’s never been notably fashion-centric, it’s kind of a big deal. We already told you about the shows and events they’ve already nailed down: “The Stores,” a market-like setup where you can purchase works by at least 30 fashion designers and artists; a presentation by Golf Wang, Tyler, the Creator’s very own line; and a Moschino show that will combine men’s Spring/Summer ’17 and women’s Resort ’17. But today, it was announced that MADE LA will also be debuting a special capsule collection by Hood by Air that same weekend.
“We want to start connecting with the customer directly, but not in a DTC—direct-to-consumer—attitude,” Shayne Oliver, Hood by Air’s mastermind in command, told Vogue. “I would feel really bad if I was just accommodating the fashion industry as opposed to the people who are actually following what I’m doing or care about what I do personally.” And from the looks of it, Oliver is staying true to his word. Like the other three MADE LA events, the Hood by Air show is open to the public, with tickets available to purchase online. All you’ll need is access to LA and $250. And not only will Oliver be streaming his show online, but he’s also making the capsule collection—a tightly curated batch of HBA’s “essential items,” in addition to a few pieces from its couture collection—available to preorder during the show, as well as online a month later.
In fact, calling it a “show” might be selling it short; having recruited musician Sean Bowie to perform during the event, Oliver has created something closer to a grand-scale performance. It’s all in an attempt to immerse his customers in the full HBA experience—and not merely in HBA garments. “I would rather create my own way of speaking to my customer as opposed to being a part of fashion’s reformation of itself,” he said. “I’m not worried about a market. I’m worried about my market and my person.” We’ll be yours, Shayne. If you’ll have us?
For more on MADE LA and this kind of epic HBA show, visit their website.
Lead image by Sonny Vandevelde.
Stay tuned to Milk for more on MADE LA.