Barneys New York and fashion streetwear company Highsnobiety, on Monday announced the "[email protected]," a Los Angeles version of the immersive "[email protected]" that debuted in New York last year.
"The Drop" will be a two-day event at Barneys New York's Beverly Hills, California location June 2-3, featuring a 20 plus item capsule collection and other products, fashion and entertainment celebrities, food, workshops and installations created by some of the featured designers (like Gucci's roller rink, with roller performances and skate rentals for guests throughout the weekend).
Exclusive items include releases from Prada, Heron Preston, Fear Of God, Fendi, Moschino, Palm Angels, Givenchy, Balmain, Versace, Rick Owens, FILA, Tupac by 424, Dickies Construct, Emrata x Spinelli Kilcollin, Onia x WeWoreWhat and many others, in some cases with appearance by the designers. Barneys.com will have some items for sales found only online.
The concept of a drop in the music business — once just industry slang for an album release — has taken on added excitement and surprise ever since artists like Rihanna, Beyoncé, Pixies, Bowie and Radiohead all dropped works without warning in recent years, to the surprise and delight of their fans.
There’s no way for Barneys to pull off its The Drop installations in such secrecy, but the fast-pace extravaganza in New York last year was a hit among a young crowd that likely included a lot of people who’d never before considered going to the Upper East Side of New York to visit a department store. (In February, Barneys shuttered its store on the Upper West Side of New York.)
But they did, and judging from the reaction on social media, it was a hit. Now the department store and its partner in the effort, fashion streetwear company Highsnobiety, are bringing the concept to the West Coast where a whole other fashion and streetwear scene thrives in Los Angeles.
"After the response to [email protected] in New York last year, we are thrilled to introduce the re-imagined [email protected] to Los Angeles," Barneys New York CEO Daniella Vitale said in a statement. "This year, we've created a fresh take on fashion for a new generation, with even more collections and activations across women's men's, beauty, jewelry, and more. This one-of-a-kind experience captures the creative spirit of Los Angeles through imaginative environments, thought-provoking panel discussions, LA food favorites, entertainment and a special musical performance."
The extravaganza is a multidimensional way to grab the attention of a demographic that doesn’t necessarily relate to, or have time for an upscale department store. In addition to packing a multitude of events in just two days, The Drop is happening at a time of year (unlike the holidays, back-to-school or even Memorial Day weekend) when retail isn’t top of mind for any demographic. It’s no "Amazon Prime Day," but then again, it’s not predicated on getting people to buy Echo dots or shampoo just because the price has been slashed.
"Los Angeles has a fashion culture all its own," Highsnobiety Managing Director Jeff Carvalho said in a statement. "We're super excited to partner with Barneys New York again to bring [email protected] to Angelenos, offering them a new shopping journey unlike the city has ever seen."