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How To Get Noticed During NYFW
Posted by richard | February 15, 2013
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This was fashion week in New York and you know what that means: throngs of models and designers competing for attention, and long lineups at the salad bars.

So what does a poor girl — or an indie fashion designer — have to do to get some love when all eyes are on the big brands and their megawatt runway shows?

If you’re Paris-based lingerie designer Britta Uschkamp, the answer is simple: go for a wintry walk through the West Village, in your underwear.

Britta, who is well-known for her ribbon-based undergarments, began her chilly stroll on Wednesday at the Jane Hotel along with model Lauren LoGiudice to show off one of the ensembles from Britta’s AW 2013 collection called Silence and the Silver Screen. The pair headed north to Milk Studios, where they crashed Jeremy Scott‘s fashion week show, before catching a subway to the Lincoln Center with photographers at their heels.

Britta called the guerrilla marketing stunt a “sustainable performance” because it recycled the existing resources and personnel of Fashion Week.

Britta’s upcoming collection was inspired by old Hollywood and includes multi-colored, silky layering pieces. The kilted red jacket with feather trim worn during Wednesday’s whimsical walk was inspired by an item worn by Daisy Buchanan in the original film version of The Great Gatsby.

Learn more about the collaboration between Britta and Lauren in our earlier story about their Garbo Dreams theatrical presentation.

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Posted in Britta Uschkamp

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