Watch me pull a fur lined hoodie out of my fedora! Its once again time for the mega-fashion trade show in Las Vegas, MAGIC (Which stands for Men’s Apparel Guild in California – in case you were trying to reason out the whole “magic” conundrum). However its not just the Men’s fashions that are represented in the overall space of the Las Vegas Convention Center, there is also the WWDMAGIC (Women’s Wear Daily), MAGICkids, SourcingMAGIC and the POOL Trade shows that function concurrently. (POOL by the way doesn’t stand for anything – nor does it mean swimwear…I KNOW…it IS confusing).
Unless you have worked in the Fashion industry either via Retail or Wholesale generally when one mentions MAGIC people get that RCA dog look on their faces…head cocked to the side, one eye-brow raised. But once you’ve experienced the delight of a marketplace big enough for every major brand in the ready-to-wear industry to be represented its…well…forgive me but…magical. Twice a year MAGIC brings buyers and sellers together to establish what’s getting made for the season that is still 6 months out and what will immediately hit the “sample sale” floor. The sheer amount of style and substance at this show is breathtaking.
Once the elation of being at the show slows from a raging boil of excitement to a low simmer its easy to get overwhelmed as you weave your way up and down miles of isles taking in all the offerings for the season. And why, you may ask, should the average cool kid in Nebraska give a fig about this happening? Because what happens at MAGIC impacts every mall, every mom and pop fashion retail chain, every hip trend and hot look, not only in the USA but abroad. This show is a direct connection to the actual economy of the moment. Based on how many brands have decided to make the journey and how many orders they write while in attendance is a direct link to the coming financial standings of the entire fashion industry. Plus, its an entire world of Retail that most kids don’t even know exists. And they should. There are infinite possibilities for the ambitious to make a name for themselves either with their quirky t-shirt designs, or those clever bracelets that they created and just know will sell. MAGIC is every aspiration of fashion represented from the designer to the sales clerk, manufacturer, buyer, trend spotter, marketer, publicist…you name it. Maybe you aren’t ready for Project Runway, but by golly you can have a career in this industry.
The more exposure you get to all aspects of fashion, the more infinite the possibilities. For me, that’s the most exciting part…anything can happen. MAGIC doesn’t just show you the upcoming style trends, it inspires you to think bigger in a global economy. Send your tired, your entitled, your world weary teen-agers…let em get a little taste of the hows and the whys of a world that they are not only consumed with, but also totally connected to as consumers. Sure, they might not be the next Dolce & Gabbana, but they might be closer to being Johnny Cupcake than you think.
Stick around all week while Barbie Brady and Gala Darling uncover the business of Fashion.
Words by Barbie Brady
