L.A. DESIGNERS PUT THEIR CREATIONS ON THE RUNWAY FOR WORLD PRESS.

Byline: Barbara De Witt Fashion Editor

Non-fashion reporters who wouldn't know a bias cut from a bugle bead (or care), took a break Tuesday night from Democratic National Convention preparations to see the city's more fashionable side.

Bused from the Staples Center to the nearby CaliforniaMart, located in the downtown Fashion District, more than 200 reporters and photographers put their politics aside to watch ``This Way L.A.,'' a slick fashion showcase of more than 200 designs by 22 of the city's most cutting-edge designers and manufacturers.

The event also attracted a number of community leaders, including Lee Harrington, president of the Los Angeles County Economic Development Corp., who welcomed the crowd, and Mayor Richard Riordan, who joked about his reputation as the city's worst-dressed mayor. The show was sponsored by L.A. By Design, a program of the LAEDC, as well as the Port of Los Angeles, the Fashion District, the California Apparel News and the CaliforniaMart, which was recently purchased by Hertz Investment Group, a local real estate company.

Ilse Metchek, event director and executive director of the California Fashion Association, LAEDC, said holding the show just before the convention was a great way to ``introduce the press corps to one of the city's most creative business opportunities.''

``Few people, even the fashion press, realize that Los Angeles is the No. 1 apparel manufacturing sector with a gross revenue of $17.5 billion a year,'' said Metchek. ``Although New York is the No. 1 marketing center, more than 107,000 people are employed in the Los Angeles fashion district at the manufacturing level, with another 20,000 people in the textile area that supports the apparel manufacturing process. And then there are another 1,000 people who represent the manufacturers with offices at the CaliforniaMart and the New Mart (located across the street from the CaliforniaMart), plus countless other reps who work out of their homes,'' she added.

Metchek calls Los Angeles the home of throwaway chic, a city known for cutting-edge fashion that's seen around the world in movies, on TV and on pop-culture icons such as Britney Spears.

``Unlike New York, which is famous for its tailoring and structured garments, we have a reputation for clothes of the moment that may or may not catch on in the rest of the country - or the world,'' Metchek said, adding that local designers don't have a fear of failure.

``I teach at local design schools such as the Fashion Institute of Design and Merchandising, and Otis, and I have discovered there's a real entrepreneurial climate here,'' Metchek said. ``Students tell me they'd rather start up their own company in a garage and do every aspect of the manufacturing than (go to New York and) be mentored by somebody like Donna Karan.''

Tuesday's event reflected this L.A. spirit by showcasing designs in themes such as Venice Beach, Melrose Place, Hollywood Studios, Olvera Street, Pacific Connection, North of Montana and Sunset Plaza. The show started off on a hot note, with female models in scant bathing suits and men in plaid and leather sandals - a la Malibu.

Tadashi Shoji, a graduate of L.A. Trade Technical College and a high- profile example of this new breed of designer, showcased his gowns for the more elegant Hollywood Studios segment.

``I studied lots of old films, so the press will probably notice all of the Old Hollywood influences ... and how I pay tribute to the glamour of stars such as Gloria Swanson, Marilyn Monroe, Rita Hayworth and Jean Harlow in the Hollywood segment of the fashion show,'' Shoji said in a phone conversation from his Los Angeles offices before the show.

His well-cut suits will soon be seen on Minnie Driver in the film ``Beautiful,'' scheduled for a September release. Shoji explained that he draws, drapes and oversees everything for his small company, called Tadashi, and that allows him to keep his prices more affordable than many East Coast evening wear labels. His gowns, sold at local department stores such as Macy's, Bloomingdales and Neiman Marcus, as well as smaller chain stores such as Aames and Cache, reflect his interest in costume design.

In the Venice Beach segment, the press was treated to a new line of young and sassy swimsuits called Becca Swim by Rebecca Virtue. Born and raised in Southern California, Virtue simply looked to local beaches and the colorful characters on the boardwalk for inspiration.

And the collection shown Tuesday night included styles with henna body art embroidered onto the suits to give the illusion of a tattoo, as well as silver rings sewn onto bra tops for a pierced punk look, and belly chains integrated onto low-slung bikini bottoms.

Susan Crank, the CEO of Lunada Bay, which is the umbrella company for Becca Swim, said, ``We were very excited to have the CaliforniaMart approach us about 'This Way L.A.' because it gave us an opportunity to be recognized as the powerhouse of casual fashion. By that I mean we approach swimwear from a creative viewpoint with a cutting edge, compared to East Coast swimsuit manufacturers.''

Besides Becca Swim, which should hit local stores by the end of the month, Lunada Bay manufactures about 2 million suits a year for a number of trendy labels such as XOXO, Mossimo, Girl Star and bebe.

The Melrose Place segment drew applause as muscle-bound male models stripped off their bathrobes to reveal the latest looks in mens underwear, and other models showed off Private Circle's split-knee black faux leather pants.

``I think they're extremely sexy. Anything you can destroy and keep beautiful is amazing,'' Danny Cook said of his label's ``tattered'' pants, which retail at about $88.

Other designers who participated in the fashion show were street-savvy names such as BC Ethic, Tru Supply, Lunar Doll, Epoch, Dawls, Sunde, BonBons, White Rose and the new lingerie company called Hipster G. More established labels, such as Poleci, Hartnell, La Blanca, Casadei, Barbara Lesser, Canyon Group and Claire's Collection were featured, as well work by the Valencia-raised designer David Dart.

Dart, who recently moved his offices from Chatsworth to downtown L.A., has seen his designs on plenty of stars, from Michelle Pfeiffer to Brooke Shields, but not on any red-carpet soirees.

``Even in Los Angeles, there are two fashion camps. Those who make fashion exciting on Oscar night, and those like me, who create fashion for every day,'' he said.

To catch a glimpse of fashion's future, Genevieve Ostrander, marketing director for L.A. By Design, included a collection of designs by students from the Otis School of Design in the red, white and blue finale. While Hipster G. gave the finale an American flair with cowboy-, Indian-, hippie- and Lady Liberty-inspired wear.

The ``This Way L.A.'' fashion show is one of several events sponsored by the LAEDC to create awareness of the city's creative industries. Other events to be staged throughout the year will focus on toy manufacturing, food, aerospace, architecture, textiles, home furnishings, technology, engineering, auto design, health services and entertainment, said Ostrander.

Staff writer Melissa Morris contributed to this story.

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9 photos

Photo:

(1 -- cover -- color) On the cover

Becca Swim of L.A.-based Lunada Bay reflects the Venice Beach lifestyle at the ``This Way L.A.'' fashion show at the CaliforniaMart.

(2 -- color) La Blanca shows floral pareos with halter tops as the look for north of Montana Avenue, aka Brentwood.

(3 -- color) Male models, representing Melrose Place in chenille bathrobes by Canyon Group, were the evening's crowd-pleaser.

(4 -- 5 -- color) Sassy separates for the Malibu Beach crowd were presented by Dawls.

(6 -- color) Menswear designer BC Ethic provides stylish Malibu beach attire at the fashion fete for members of the Democratic National Convention press.

(7 -- color) For cruising the Sunset Plaza scene, Josephine Loka shows edgy python prints and fringe.

(8 -- color) Tadashi's slinky evening gown, accented with white gardenias, was a hit in the Hollywood Studios segment of the ``This Way L.A.'' fashion show held Tuesday night at the CaliforniaMart.

(9) The fashion stance of the city's historic Olvera Street is reflected in a satin pajama ensemble by White Rose.

Photos by Tom Mendoza/Staff Photographer