Narciso Rodriguez and Luella Bartley will be the first to benefit from this initiative that 7th on Sixth director Fern Mallis hopes will "keep the talent and energy and opportunities for designers here and keep New York's fashion pulse pulsing."

Mallis says 7th on Sixth selected these two talents after receiving many requests from industry insiders to bring them to New York. "We were called by lots of people about Luella wanting to show in New York," she attests. "With Narciso, this is also someone who clearly the industry is hugely fond of and is a major talent."

Mallis won't divulge how much money Mercedes-Benz Fashion Week is sinking into its sponsorships of the two designers, though she says: "Let's just say they can't fly in the circus performers and the animals ... this is a realistic world."

Native Londoner Bartley showed her punk revival designs in Milan last season. According to reports from her camp, she is choosing New York now purely for commercial reasons. It's hard to pass up a free venue and production, even if you do have to cross the pond. Bartley will show in the Bryant Park Pavilion on Sunday, September 9 at 5pm.

Rodriguez, who will be leaving his post at LVMH's Loewe next month, debuted his eponymous company three years ago in Milan. The New Jersey-born Cuban-American designer put on his first show in New York last February. Rodriguez will present his latest collection on Tuesday, September 11 at 8pm at a Chelsea gallery.

Other designers who have chosen to show outside of the Bryant Park venues, however, have reportedly clashed with Mallis's team. Though Christina Perrin and Anand Jon are both now listed on the official calendar, they weren't originally, as their shows conflicted with Bryant Park events. 7th on Sixth reps have scoffed at all the media hoopla and insist these were just minor misunderstandings.

Though Jon has compared himself to a struggling young Skywalker battling a mean Darth Vader in trying to get his show up, Mallis points out that there are actually 20 young designers showing at 7th on Sixth this season. Rubin Singer ("he's hot as a pistol") and Y&Kei ("a charmingly talented young man") are among them.

According to Mallis, showing in New York is a dream come true for these budding talents. "People want to be in New York. For a lot of people, this is like, god, they've made it. It's very exciting."

Apparently, Helmut Lang, Badgley Mischka, Richard Tyler and Randolph Duke weren't quite as thrilled at the prospect of the Big Apple though. They're all skipping New York Fashion Week this season.

Mallis won't reveal whose dreams she will help fulfill next season through the sponsorship of Mercedes-Benz Fashion Week, but she does confirm that 7th on Sixth will once again host two designers. Have candidates for next season already begun clamoring for the free cash? "Luckily, so far no," says Mallis. "We just want to get through this week first."