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2010: Magic – Project 2010 Las Vegas
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The squeeze is on. MAGIC, the world’s largest fashion trade show that happens bi-annually in Las Vegas, is poised to showcase the biggest and best assortment of brands in five years. Although optimism runs uneven, exhibitors hope to entice buyers, and ultimately consumers with new capsule collections and the appropriate ratio of value to design. While mired in the challenging financial times, which has been exacerbated by the questionable economy, raw material shortages, and rising production costs, the industry has come together to combat these challenges and find innovative ways to appease the current demand in the ever-changing market.

Apparel companies continually develop solutions and often propose that change must be made in-house, not with their manufacturers abroad. The rising costs of raw commodities and overseas production are continually a cause for concern for all parties involved. Michael Silver, the CEO of Silver Jeans, said: “The usual method is to run to a different country with lower production costs, but you can’t do that with a specialized product like premium denim." Ultimately, the consumer feels the greatest burden, and as a result, alternative trends have been developed.  

Currently, there is more willingness in utilizing new textiles in apparel manufacturing, and the trends seen at MAGIC for Spring/Summer 2011 are as follows in both Womenswear and Menswear:

Active Utility
Minimal color palette of tonal neutrals with black and white
Proportional layering of fine gauge jersey and bleached, raw denim
Shaped hemlines
Sports-utility inspired garments
Bonded jersey and smooth cotton fabrications

Predominantly white color palette with accents of bold blues, tangerine and hot pink
Glazed leather using hi-gloss PU to create a plastic like shine
Sleeveless and structured tops created with Tyvek-like fabrics
Voluminous bottoms with a dropped crotch and slim leg opening
Sheer inserts and color blocking

Offbeat color palette using sober greys, black and white, with pops of poppy and ink
Sleeveless trench coats with ink stains
Boxy t-shirts in second-skin fabrications
Teddy boy jackets
Decorative studding and zipper details

Stephanie Weaver is a Northern California native who attended the Academy of Art University in San Francisco. Has worked and lived in NYC, Paris and London. She holds a BFA in Fashion Design from the AAU and a second year diploma from Studio Berçot in Paris. She has worked for a number of design companies including Gucci, Nice Collective, MYSELF by Kai Kuhne, and Alexander McQueen. A freelance designer and personal stylist, Stephanie recently partnered with a long-time friend to create Absence of Light, an avant-garde fashion design company.


Andri Tambunan is a freelance photojournalist/documentary photographer currently based in Northern California. He was born in 1981 in Jakarta, Indonesia. At age 10 he moved to the United States. He received his BA in photography from Sacramento State University in 2006 with a concentration in Fine Arts. His love of travel has taken him to many countries. After witnessing and documenting the terrorist attack in Mumbai, India on November 26 2008, Andri shifted his focus to photojournalism and documentary photography to tell stories in pictures that embraces truth and beauty but at the same time moves people into action.

MAGIC – Project 2010 Las Vegas, 2010 Vhcle Magazine Issue 4, Fashion
See more exclusive MAGIC photos in Issue 4 of Vhcle Magazine.