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FASHION WEEK is more than willowy models traipsing runways in a seizure-inducing flurry of flashbulbs. It’s also an opportunity to shake up the city’s night life and anoint a new A-list pecking order.
Every fall, aspirational impresarios time their grand openings to coincide with New York Fashion Week coach purses outlet , so they can bask in the reflected glow of the designers, celebrities, beautiful people and international dilettantes who descend upon the city like glittering locusts.
Booking the right party comes with numerous rewards: boatloads of glamorous publicity and party photos, instant cachet as a fashion hangout and the tacit imprimatur of the cool crowd.
“Everybody comes back from Europe, the Hamptons, wherever they’ve been,” said Mark Birnbaum, an owner of Catch, a seafood restaurant opening this month in the meatpacking district. “They’re chomping at the bit to see something new.”
A year ago, Don Hill’s reopened with a still-talked-about rager featuring Iggy Pop, while Lavo held a bash for Zac Posen. Competition was equally stiff last winter, with the revelry cresting at the Mondrian SoHo, where Kanye West celebrated his VMAN magazine cover beneath a shower of $5,000 bills.
This season is no different, with some half-dozen spots vying to infiltrate the city’s club-land hierarchy, including a subterranean taqueria in Chinatown and a former mansion on the Upper East Side, complete with a room hidden behind a bookcase.
In recent weeks, an intricate courtship ritual has ensued. Within a swirl of secret handshakes and last-second cancellations, nightclub owners have allied with fashion houses, lifestyle brands and celebrities, all seeking that perfect blend of artistic synchronicity and buzz.
In this image-is-everything universe, unspoken rules matter most. What’s considered chic by one tribe may be deemed unforgivably gauche by another. And with the exception of the Boom Boom Room atop the Standard Hotel, no one, it seems, wants to be caught dead at a club more than a year old.
“I’ve been approached by so many venues,” said Prince Chenoa, the creative director of Lovecat, a new supermodel fanzine with an insider following. “We just wanted to go to a place that felt like fun.”
Among the most anticipated is the Electric Room, a Britannica-inflected basement lair at the Dream Downtown Hotel. It’s the latest from Nur Khan, the night-life kingpin behind Kenmare, Don Hill’s (before it closed) and other hot spots. “When I launch these things, it’s almost a six-month germination process,” said Mr. Khan, who opened his first New York bar, Wax, during Fashion Week in 1995. “There’s a certain group you know is going to be in St. Tropez on July 15, and they’re going to take their boats and go to Ibiza the following week. And they all talk.”
In a carefully orchestrated run-up to Fashion Week, Electric Room hosted soft-opening parties for Rachel Zoe’s birthday and Courtney Love’s post-performance for Total Management, a modeling agency. Other invite-only soirees planned this week include after-parties for Jade Jagger and Daphne Guinness.
The public relations value of Fashion Week is so powerful that some owners build their schedules around the fashion calendar. Crown, the Upper East Side restaurant from John DeLucie, cracked open its door in May for a star-studded party following the Met Costume Institute Ball. But it quickly snapped them shut — until now.
“A large portion of my clientele is in the fashion world,” said Mr. DeLucie, who is a partner at the Waverly Inn and the Lion, two Greenwich Village hot spots known for their boldface reservation books. “I’m beholden to them.”
Similarly, Pulqueria, a subterranean bar and restaurant in Chinatown, was completed months ago but remained dormant, hoping to become an epicenter of action. “We want to be a Fashion Week headquarters,” said Heather Tierney, who owns Pulqueria with her brother, Christopher Tierney.
Three years ago, the Tierney siblings opened Apotheke, a chemistry lab of a cocktail bar next door, with parties for Rodarte and Alexander Wang, two brands that have come to embody downtown cool. This year, Pulqueria plans to be christened by the Riviera Club and AnOther, the British fashion magazine started by Jefferson Hack.
The cacophony of hype accompanying Fashion Week venues can teeter toward absurdity. Westway, a club in a converted strip club along the West Side Highway, is unofficially opening for its second Fashion Week. In February, it hosted a raucous Rag & Bone after-party but then slithered off the grid. Now it’s opening again, this time with parties for Barneys and others.
And then there’s Le Baron, an outpost of the Parisian club run by André Saraiva. The cocktail set has salivated over its arrival since August — of last year. “You’ll be dying to get into this place,” said Guest of a Guest, a party blog, last October. Despite persistent rumors, folks will have to wait a little longer. Instead, it’s creating a pop-up at Le Bain, also on top of the Standard hotel.
Jérémie Rozan, a founder of Surface to Air, the avant-garde French fashion label that has opened a new store in SoHo, considered Le Baron for an event. But when it wasn’t available, he considered a former firehouse on Lafayette Street before settling on the B Bar. “Part of our DNA was trying to throw parties that were not the usual club night,” Mr. Rozan said. “We were looking for a space that hasn’t been overplayed.”