The Art of Fashion ------------ Forever 21 + La Galleria Showcase -------------


Event: Forever 21 2018 Spring line showcase and art showcase

Date: January 2018

Venue: Riverviews Art Space in Lynchburg, VA

Why this event?

This is an event to showcase both an artist in the Lynchburg area and the Forever 21 company

Magazines, photographers, sponsors, and other special guests will be invited to experience the art

This event is to be a modern, fresh presentation of art in many forms. Because of the spring theme, the colors will be pastels and the patterns will mostly be florals for both the clothes and the art. However, the event itself will be very high-end, classy, and professional.

Event Design

Entrance: Hanging strips of thick linen & vines to create a hall type effect as people enter, they sign in with coordinator and get a tiny rosebud corsage to wear if they choose.

Festival Lights (old fashioned bulbs) strung across the room along with green vines and buds– 8 strands should do it.

Photobooth Area with simple linen backdrop, hanging flower/vine theme continued, props available for photos: flower crowns, bouquets, other Forever 21 spring accessories (sunglasses and hats)

Menu: vines mixed with a couple of spring flowers are used to create an outline affect framing a simple menu (indicating gluten free options etc.)

Food Table: white linens with the same vines hanging over the sides.

Public Interest

  • City officials and journalists
  • Fashion design students
  • Event planning students
  • Nonprofit organizations
  • Local Designers
  • Forever 21 executives
  • Local public

Ethical Consideration

Fashion Choices: Being sponsored by Forever 21 opens the door for literally all types of clothing, no matter how minimal. We have to be careful in what we allow to be advertised and if it coincides with a Biblical Worldview.
Musical Options: The music needs to be carefully selected, with minimal vulgar references in order to adhere to a Biblical worldview and not detain from the art/fashion.

Situational Analysis

Eleen Lin’s artwork will be featured.

Budget is large because of partnership with Forever 21.

Meshing of the global and local.

Riverviews has a community feel.

Collaboration of two art forms.

Bonding of two organizations.

Preliminary Recommendations for Event Planning

PR and Marketing

Social media blasts every Friday afternoon

Food truck Thursdays for extra advertisements

Posters placed in local coffee shops and businesses

THE POINT: inclusion throughout the community

Strengths and Weaknesses


Exposes the small town artist to a large company

Allows networking opportunities

Out-of-the-box showcase can bring attention to Forever 21, which can also bring attention to the artist

Less set up, crew, and cheaper than traditional line showcase


Travel issues

Far from Forever 21 headquarters

Lynchburg airport or drive after flight

Models lose regular show

Traffic flow issues (smaller space)

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