This is a quality product that worked perfectly for the high-fashion Hollywood experience we wanted to create for our guests.” -Jordan Kaye
Andaz West Hollywood
West Hollywood, CA (PRWEB) November 16, 2011
The backstage area of any fashion show is often creatively chaotic, full of half-naked models and the teams that get them picture perfect. Arts & entertainment event company, GenArt, took a different approach and turned the fashion photo shoot inside out.
A dramatic, beautifully lit “backstage area” was one of the focal points last Thursday in the private penthouse-level Panorama Room at the Andaz West Hollywood (previously known as the Riot Hyatt for its wild rock &roll roots). The intimate reception was well attended by GenArt members, LA Fashion insiders, media and guests of the sponsors.
Models were prepped at the Vanity Girl Hollywood lighted vanity stations, as Youngblood Cosmetics and Salon by Maxime in Beverly Hills, got the young beauties ready for a live photo shoot, in the midst of the event.
“The vanities have great light, mobility and feature a simple black design,” said Philip Luque of Youngblood Cosmetics. “The light adjustment was great, I could control the amount I needed and most of all, the lights didn’t get as hot as others I have used.”
The event was a celebration of the Fresh Faces fashion show held in Los Angeles on October 22 and featured designers including: 71 Stanton, Chambers, Dear Creatures, Funktional, Iman Toloui, Odylyne, Plomo, Stand Deliver, Sticks & Stones, TomTom and We are Handsome.
With music by the Playlist Generation setting the mood, beautiful bartenders from the trendy Andaz hotel poured specialty drinks featuring Jose Cuervo Platino, Cream and Ketel One. Guests were able to watch photographer Jason Eric Hardwick in action. In many ways, the shoot became a piece of living art as guests flowed easily from backstage area, to complimentary bar, to photo shoot, to the outside pool deck overlooking Sunset Blvd on one side, and the Hollywood Hills on the other.
It is this fresh approach to Hollywood events that sets GenArt apart from the rest. Their official Fresh Faces hotel partner, Andaz West Hollywood, ensured that all the details reflected that, right down to the perfect backstage vanity.
“This is a quality product that worked perfectly for the high-fashion Hollywood experience we wanted to create for our guests,” said Jordan Kaye, Marketing Communications for the Andaz West Hollywood.
And once the glam squads got the models perfect, one young blonde clad in a fashion-forward bathing suit dove into the Rooftop Pool as cameras flashed away. By LA standards, it was a chilly evening.
“We weren’t sure what to expect,” said one young couple visiting from San Diego as the party winded down.
Exactly. This is the Sunset Strip after all.
About Vanity Girl Hollywood:
Launched in 2008 by fundraiser-turned-entrepreneur Maxine Tatlonghari (after a surprise lay-off), the brand quickly became a celebrity darling, lighting up the faces of famous beauties like Carrie Underwood, Jennifer Love Hewitt and Kim Kardashian. YouTube gurus such as Kandee Johnson, Makeup Geek and Emily Noel have also given the lighted mirrors their stamp of approval and major cosmetic brands are using the signature lighting at their biggest events.