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Iodice To Give Away Dresses at New York Fashion Week Showcase

by Terri Potratz | January 22, 2009 at 12:12 pm

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Valdemar Iodice will be holding a showroom presentation in lieu of a runway show at New York's Mercedes-Benz Fashion Week, and is cleverly rediverting the fashion show budget towards giving away about $7,000 of free Iodice dresses to select magazine editors and store buyers.

Details are still being worked out, but according to Ms. Joloya, guests will be offered a choice from a rack of jersey dresses; fitting rooms will be set up in the showroom. The dresses, which retail for $300 - $500, will be culled from the Fall 2008 line. Guests will be spaced out throughout the day to avoid crowding. Time permitting, Mr. Iodice himself will offer personal fittings. Dresses will be altered and delivered at a later date.

The exclusive guest list will be comprised of about 100 top store buyers and roughly 30 magazine editors and other press.

What appears to be a surprising move by the designer is actually quite a brilliant one. Last year Iodice showed beneath the tents at Bryant Park and spent about $150,000 on the event, while this year they're budgeting a cool $40,000 for the showcase - and that includes the free dresses. And because Iodice is distributing Fall 2008 dresses at the Fall 2009 presentation, it's a convenient opportunity to purge 'old' stock that is technically still current.

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Lucasof

at 05:42 on January 23rd, 2009

I made a quick interview with him while working with Maria Prata, fashion editor of Vogue Brasil, at the summer fashion show (São Paulo Fashion Week) in São Paulo, in 2008. Follow the link: http://colunistas.ig.com.br/prataporter/2008/06/19/uma-pausa-merecida-por-lucasof/

Lucasof has contributed a photo to this story.