Mercedes-Benz, luxury automotive company also announced their title sponsorship of this new fashion initiative. Guests included LA based designers Richard Tyler, David Cardona and Bradley Bayou, fashion industry press, buyers and influencers and Los Angeles City officials.

7th on Sixth, the production company that produces the bi-annual Mercedes-Benz Fashion Week in New York City, will assist the Los Angeles fashion community to stage three days of runway shows in downtown Los Angeles.

"As we've been watching the creativity and energy of the LA designers and the resurgence of the downtown area, we realized that the talent here should be galvanized to help make LA a fashion destination for the world's fashion press and buyers," said Mallis. With the success we've experienced in New York we look forward to collaborating with these designers to accomplish their mission to put LA on the world's fashion schedule."

"Los Angeles has a sense of lifestyle and fashion that is unlike anywhere else in the world" remarked John Koehler, Regional Operations Manager for Mercedes-Benz USA. "We are proud to sponsor fashion events that allow designers - and Mercedes-Benz - to jointly promote style, luxury and original design. It's a natural partnership."

"The New York showing of my collections was instrumental to our success," said designer Richard Tyler who also spoke at the press reception. "The vision and generous work of the 7th on Sixth team brought so much more exposure to all the designers who have participated in Mercedes-Benz Fashion Week. Individually, I feel it contributed to my receiving three CFDA awards. Mercedes-Benz Shows LA coming to Los Angeles will not only give opportunities to the designers and the fashion industry here, but to Los Angeles as a whole."

"The west coast has influenced fashion for decades, and I'm thrilled that Los Angeles designers will have the opportunity to show their work in such a respected fashion initiative next spring," said Mayor Jim Hahn.

Mercedes-Benz Shows LA Fall 2003 Collections will take place April 1st - 4th, 2003 at LA's hottest new hotel, the Downtown LA Standard. 7th on Sixth plans to produce five to six shows a day in three venues, two inside the hotel and one in a tent to be erected on the parking lot adjacent to the hotel entrance. Additional information regarding size, capacity and cost of the venues, along with amenities and benefits offered to designers and guests of the shows will be announced at a later date.

In an effort to attract the most exceptional talent LA has to offer, Mercedes-Benz Shows LA has created a steering committee comprised of a small, select group of fashion and style leaders. This committee will identify the most promising talent in the Los Angeles area who are deserving of an underwritten show space, and will designate one designer each day for the "Mercedes-Benz Shows LA presents...." show. In addition, the committee will offer a general overview and advice on the balance of designers who will be listed on the schedule.

Mercedes-Benz Shows LA will also establish a host committee comprised of local leaders, influencers, fashion insiders and enthusiasts to lend their name and support to this new fashion industry initiative.

Updates on Mercedes-Benz Shows LA will be released as they become available.

T-shirts for the evening's press reception were given courtesy of Bella Dahl.