Apparel | Friday, September 26, 2008

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SUPIMA PUBLISHING: Take a peek inside the new magalog

By CeCe Shelburne

PARIS — The designers, buyers, and fashion press who attend Première Vision/Expofil can be a pretty blasé bunch.

But they went crazy for Supima’s new contest magalog.

So crazy that Supima distributed hundreds of copies of the glossy, four-color publication detailing the how and why of Supima’s inaugural Design Contest for Emerging Talent.

“People raved. After the first 500, we started to run out,” says Buxton Midyette, Supima’s vice president of marketing.

The publication, which used a fashion-magazine format created by art director Joseph Alfieris, with graphic designers Joey Merchant and Jessica Jenkins, featured finalist Astrid Brucker’s denim gown going down the runway as its front cover, then put the rear view of the same gown as its attention-grabbing back cover.

Its primary purpose?

To fulfill Supima’s promise to the designers who sent their best efforts down the Gotham Hall runway earlier this year.

But the magalog also helped explain how—-when other companies arbitrarily quote fashion shows as a way of bringing glamour to their brands—Supima’s contest was launched with the genuine purpose of enlisting the most creative minds to rethink the possibilities of luxurious extra-long staple cotton in today’s fashion industry.

Want to see what all the fuss was about?