Messex Industries A& F event 2014 - Jean+Philip+Grobler+Abercro

Abercrombie & Fitch 2014 has the makings of a star and a brand.

Can you think of a better way to promote your brand than with a star studded evening that includes up and coming celebrities such as Christa B. Allen, Diego Boneta, Kylie Bunbury, Colton Haynes, Jazzlyn Marae, Steven R. McQueen, and Debby Ryan? It simply does not get any better than this and I suppose that is why each and every year, Abercrombie & Fitch (A&F) hosts its “Making of a Star” event in Los Angeles to introduce its spring fashion line. Past attendees include none other than Jennifer Lawrence, Taylor Swift, Channing Tatum, Alexander Ludwig, Jacob Artist, Olivia Wilde, Penn Badgley, Scott Eastwood, and Ashton Kutcher.

This year’s event, presented by our friends at Caravents Inc. Event Production and Design was held on February 22nd at the Siren Studios in Los Angeles and as always, the event’s design team captured the essence of the  A&F brand in true Hollywood fashion. In fact, where else would you find a party that has a host of young Hollywood talent, a complete laser light show, floating glass candles, a life size skee ball game and a live concert performed by St. Lucia?


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As always, our step and repeat area red carpet was the main focus area for picture taking and socializing with the celebrities. It is always really fun to be part of this and see what transpires as each celebrity arrives at the event.

Here are some highlights:

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An event as large as this does not happen without the collaboration of many different companies and brands and while Abercrombie & Fitch were the actual hosts of the event, it should be noted that it was created in association with Teen Vogue.

If I have learned anything in all of the years that I have been involved in event branding, it is that brand’s must learn to work together in order to achieve its goals and that competition is merely an indication that whatever you’re doing, you are doing it properly because someone wants to copy it.

Gandi once said, “Imitation is the sincerest form of flattery,” and I truly believe this is true.

Thanks Caravents for allowing us to once again be part of this and many other events throughout the year. Your continued support is always appreciated.

What’s next for Messex?

You will have to wait until our next blog in order to find out, for now you can always follow us on our social media platforms to keep updated or view our past events gallery.

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