LA Fashion Week: Gen Art and Rock Media Join Forces

Gen Art's bi-annual shows have typically been one of the highlights of LA Fashion Week—not only do they traditionally open the week's proceedings, but they're also filled with promising designers, hand-picked by a team of seasoned professionals for their talent alone, rather than their ability to buy a slot on the runway.

However, the organization's fashion week role may be about to change, as it's been revealed that it has merged with LAFW newcomer Rock Media and Entertainment—an outfit that has been producing flashy fashion happenings in cities like Miami and New York for two years. It's been well documented that Gen Art has been experiencing some financial hardship of late, and as Gen Art CEO Ian Gerard explains to WWD, "This stabilizes the whole company and gives us the deeper pockets we needed. Now we can present these large fashion events, but in a much more cost-effective way."

The biggest change that will be felt by LA Fashion Week attendees is that Gen Art's Fresh Faces show will no longer be opening the week as a standalone event; rather, it will move to the end of the schedule to join Rock Fashion Week at Paramount Studios, acting as the "centerpiece" on October 29. Rock Media still hasn't announced which brands will be joining Gen Art on the catwalk during its four-day glitzfest, but with rumors of a celeb-heavy guest list and links with Elle magazine circulating, there's no doubt that the organization will get a big boost in exposure from this new union.

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