Fashion Week: Gods of the Garment Center

New York's Fashion District branding efforts have long been half-hearted--a few designer bios embedded in a 'Walk of Fame,' the better for passersby to pay tribute with the soles of their hurried feet, an uninspired oversized button and needle at the information kiosk on Seventh Avenue and 39th Street.

Now, as big-name designers fight to make local manufacturing a big issue during Fashion Week, one real estate developer has gussied up a small-company showroom staple, 1407 Broadway, with his own branding flourish: Gods of the Garment Center.

He's not calling it that, of course. But to create a showpiece for the property he bought last year, David Lichtenstein, C.E.O. of Lightstone Group, is latching on to the images of high-profile designers--even though they don't have showrooms at his building.

At a party to celebrate the $6 million redo of the lobby last night, Lichtenstein eagerly showed off a new gallery of busts of designers on pedestals. The lineup included local sons Isaac Mizrahi and Ralph Lauren as well as Diane von Furstenberg, who was born in Belgium.

"She lives in New York," Lichtenstein insisted.

As for the shrinking Garment District, Lichtenstein insisted, "It's more concentrated, but strong fashion people realize [there is opportunity]."

By Catherine Curan

More on Fashion Week from Portfolio.com:
Fashion Week Exclusive: W Goes G.L.A.M.B
Vera Wang Pre-Shop
S'Not Apple
Mac and Say Cheese at Doucette Duvall
Patrick Rises on a Green Tide
Fashion Week Exclusive: Bergdorf's May Get "Posh"
Slow Payments Pinching Small Designers
All Fur Naught
The Offstage Pass
Banking on Buys
Where's Fashion Going? GPS Knows.
Does Colette Bridge the Gap?
How to Freak People Out at Fashion Week
Bleak Chic
Cutting Corners
The Runway Race for Retail
Making Model Moms