Project:
15 minutes at Fred Segal is a tangible portal into a designerʼs vision – an environment where the consumer or devotee can look, touch, smell, hear and wear all aspects of the designerʼs concept. We know that each designer has a distinct vision, and in the normal retail channels this vision is never fully realized. Their collections are cherry picked by the traditional retail buyer; their vision becomes fragmented and never reaches the consumer. 15 minutes is your invitation to sit in the front row of your favorite designerʼs fashion show, flipping through their creative notebooks, listening to their ipod, or even taking a step into their closet. Our intention is not to edit, but rather to curate each designer and artistʼs newest body of work as if they were showing in a gallery. We will not refer to the experience as a pop-up, but rather as a show or installation. 15 minutes at Fred Segal shares a designerʼs intrinsic soul!



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