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Mercedes-Benz Shows LA and SmashboxFashionWeekLosAngeles Join Foces to Produce Mercedes-Benz Fashion Week at Smashbox Studio
Official Press Release by 7th On Sixth

NEW YORK, Feb 12, 2004/ --- 7th on Sixth, the producers of Mercedes-Benz Shows L.A. and smashboxfashionweeklosangeles announced today that they have joined forces to produce Mercedes-Benz Fashion Week at Smashbox Studios in Culver City, CA March 29th - April 2nd, 2004.

Mercedes-Benz Fashion Week at Smashbox Studios will be a joint production between the two groups utilizing the unique experience and expertise each of these entities brings to this marketplace. Mercedes-Benz USA, the luxury automobile company that was the inaugural sponsor of Mercedes-Benz Shows L.A. has agreed to be title sponsor of this new venture. Additional sponsors to date include Smashbox Cosmetics, American Express, Redken, Evian, Getty Images, Silhouette, Cotton Inc., Bluefish Concierge and Zink Magazine.

In April and October 2003, smashboxfashionweeklosangeles introduced a series of shows at their Culver City photography studio, owned by lifetime Los Angeles residents and brothers Dean and Davis Factor. In October, 2002, 7th on Sixth, the New York based production company now in it's eleventh year of producing the semi-annual Olympus Fashion Weeks in New York City announced they would be heading west in 2003 to present Mercedes-Benz Shows L.A. at the Standard Downtown LA Hotel. The Fall and Spring events also took place in April and October 2003. Joining forces will address many of the issues raised by the attendees of the L.A. shows who found competing show schedules and venues counterproductive, ultimately compromising the success of an L.A. fashion week.

"Working in conjunction with Smashbox to produce an organized and centralized show venue is a total win-win for the entire L.A. fashion industry," said Fern Mallis, Executive Director of 7th on Sixth. Dean Factor, Co-founder of Smashbox noted "the expertise of the 7th on Sixth team combined with the full service studio facilities at Smashbox and our relationships with the style and entertainment industries, will further galvanize the industry and make L.A. a fashion destination for the world's press and buyers." Members of the press can register for Mercedes-Benz Fashion Week at Smashbox Studios atwww.mbshowsla.com. Further details about the event will be announced at a later date.