Polaris Cosmetics: LA Fashion Week FIRST.LA

(California Style at its best, Spring 2011)

During LA Fashion Week this past October 15th, Directives West hosted for the second time a seasonal fashion show called FIRST.LA, which Polaris Cosmetics was the proud makeup sponsor for the event. FIRST.LA offers an exclusive first look at the most exciting trends and resources emerging on the west coast hot from the Runway. This seasons Spring 2011 designers included Whitley Kros, Yana K, Ai for Ai, Moon Collection, A. Mullier, R.P.S., gwynedds, The Sinclair, MFGRP Jeans, Fraiche, Champagne & Strawberry, Matty M, Boyfriend/Girlfriend, and Couture By W.

Directives West is the West Coast merchandising consulting division of The Doneger Group. They provide clients with comprehensive market analysis in all categories of fashion business, including women's contemporary, better, junior, moderate, accessories, men's, young men's and children's, with the unique perspective and influence of West Coast fashion and lifestyle. Polaris was very excited to work closely with the trend setting company on the makeup look, our creative team did a great job and this look will definitely be a hot Spring trend... bright lips!

(Backstage photos, the Ladies at work)

The show was held in the courtyard at the California Market Center in downtown Los Angeles. For the event the courtyard was lit up quite beautifully due in part to fashion show producer James Campbell who knows how to set the stage and run a show. Well done James, thank you for having us!!!

The makeup look was also inspired by the current runways of the world with a natural eye and face with bright pink or orange lips. Also the hair was sponsored by the fabulous Studio DNA Salon and put up in a high ballerina type bum, also a great hair trend for Spring 2011.

(Nicole from American's Next Top model)

See more photos from Apparel News, here.
See more of our photos, here.

Check out the video of owner and creative director Cristina Romeo discussing the make-up look for the runway show for FIRST.LA hosted by Directives West at the CMC in downtown LA.