On September 8th, 2011 from 6pm-11pm, hundreds (if not thousands) of retailers all over Boston will keep their stores open late for a night of fashion, fun and exciting events!
Not to be confused with knock-offs, this is the real-deal FNO that was started two years ago by Vogue Magazine, CFDA, NY & Co and The City of New York. These giants of the fashion world started FNO back in 09 as a way boost the retail economy and restore consumer confidence during the recession.
I was in NYC for the first one and it was tanks!
Streets like Bond and Bleeker completely closed down with people dancing in the streets. In Soho, stores from JCrew to Prada looked more like nightclubs than retail shops. Many of the retailers served food and booze, almost all had music and most importantly for the event, they were all selling their gear. This year, it’s our turn!
NOT JUST ONE EVENT
The primary distinction about the real ‘Fashion’s Night Out’ and other fashion nights happening in Boston (especially one that sound like FNO), is that
- it is not a single event. There will be hundreds of events happening simultaneously in retail shops all around Boston (and the world).
- it is happening at the same exact time as NYC FNO (and LA, Milan and London)
Also, this is not a sales event. Retailers are actually encouraged NOT to offer discounts, since the object is to get people out putting money back into the economy. Remember, back in ’09 people were scared about separating from their dough; there was very little consumer confidence and because of that everyone suffered.
And although the economy is in much better shape (ahhh), the object of FNO is still the same.
GETTING THE WORD OUT
Facebook, Twitter, Tumblr and a website
Along with support from the Mayor’s office and Vogue, FNO Boston is aggressively using social media to spread the word. For example, on Facebook ‘I HAVE A CRUSH ON…’ is a tactic where users post a photo of something they love in fashion – either from the web or on themselves, and post it to the Fashion’s Night Out Boston Facebook wall titling the post I HAVE A CRUSH ON… The update is then republished to a corresponding Tumblr blog with credit given to the user and a link to their page. Plus, it all auto-posts to Twitter. Tweeters are also encouraged to use the hashtag #FNOBoston so we can get FNO trending on September 8th!
Over on the FNO Boston website retailers can register to participate and find all information about how to make their event great. Once registered, retailers are added to the main FNO site in New York and will benefit from all of the local, national and international press driven by FNO team NY.
The MARQUEE event at Quixote Studios will start at 6pm with Mayor Thomas Menino kicking off the first year of FNO in Boston, followed by a party the likes of which Boston has rarely seen: Rue La La hosting a party on one stage with a fashion show, sushi, models, music and more while sitting around a Mitchell Gold staged livingroom. The Ames Hotel is rebuilding their famous ‘Woodward Bar’ on the other stage, with fashion, drinks and music. Stoli and Haru Sushi providing the food and drinks throughout and China Glaze nail techs giving FREE manicures in the hall. And in the true spirit of FNO the party is ALL INCLUSIVE, FREE & OPEN TO THE PUBLIC! RSVP here: FNO PARTY!
- Marquee Event at Quixote Studios
- 6pm Mayor of Boston kicks off Boston’s first FNO!
- Rue La La party on one stage (fashion show, music, models…)
- The Ames Hotel recreation of The Woodward Bar on one stage
- Haru Sushi
- Stoli open bar
- China Glaze manicure stations
- DJ music throughout
- Herb Chambers luxury vehicles
- Newbury Street shutting down traffic for the first time in 15 years
- Berkelee College of Music setting up a stage in the middle of Newbury and Exeter performing LIVE all night long
- Retailers offering DJs, music, food
- Rue La La parading models down Newbury handing out iPhone cases
- Celebrities from The Fighter
- Herb Chambers (sponsor) parading 80 luxury vehicles down Newbury all night long
- Fashion Shows in the middle of the street
- MORE MORE MORE
- Copley Place fashion show on center stage
- Tiffany’s throwing a Studio 54 like party w/ champagne and disco!
- Dior, Chanel, LV, YSL and more serving food, drinks and music!
- The Prudential lighting the top pink in honor of FNO
I happen to be one of the producers bringing FNO to Boston this year, along with my partner in crime Richard Villani of Villani Productions. We are working officially with The City of Boston and the FNO team in NYC.
Richard and I grew up in Brighton and JP, respectively and spent almost 20 years living in the NYC magazine world working for Vanity Fair, Vogue, etc. When deciding whether to do this or not, we though, ‘we know this world, why not make a real difference in Boston by bringing our experience back home and doing it right’?!”
Participating retailers pay a one-time $250 registration fee. This entitles you to:
- Full use of the FNO logos and name
- Benefits from the huge amount of press that will be generated locally, nationally and internationally via efforts from The City of Boston, LoveTheCool, Villani Productions and Conde Nast
- Participation in the most exciting fashion event in Boston’s history