Interview with Adriana Marie
A number of producers create runway shows during “New York Fashion Week:” the cycle of fashion exhibitions — traditionally held for store buyers and the press — that, of course, has been happening since the 1940s.
Adriana Marie of AMCONYC is one of those producers. She says, “I truly enjoy helping emerging brands get their lines off the ground.”
Q: How did you get your start as a show producer?
I got a taste of producing in college, when I was the president of the fashion club. We produced all of the shows for the graduating seniors. To date, we’ve still produced the biggest show to date, and even had to collaborate with several other departments. I enjoyed that very much.
Fast forward eight years later, and I’m now producing between 8-15 shows during NYFW, and truly helping emerging brands get their lines off the ground. It’s very rewarding.
I truly enjoy helping emerging brands get their lines off the ground.
Q: How did AMCONYC get its name?
AMCO was coined by my customers when I had my clothing line. It’s short for “Adriana Marie Co.” When I started doing the pop-up stores, I was looking for a hashtag and created #AMCONYC, since I was planning to do the pop-up shops all over.
So basically, it began as a hashtag.
“AMCONYC” began as a hashtag.
AMCONYC, New York Fashion Week
Q: You were a designer for your own line for several years. What made you want to switch gears from designer to producer?
Well, as a designer, you are doing everything, and being that I had previous experience producing, I was also producing my own events and shows as a designer.
When you are starting out building your clothing brand, you’re doing everything by yourself: from design, sales, PR, marketing, social media, website building and maintenance, photo shoots, castings … the list goes on and on.
I started back in 2009, and I knew no one. It was really difficult to make connections and do everything else that the business needed in order to run. Going out and networking was another job in and of itself.
So, after a few good years of struggling and building and connecting, I finally had a great group of industry connections and a database of consumers, press, media, stylists, etc., and I thought, “How can I use this to help others like me? No one is helping emerging designers. It’s all about the big names and celebrities. How can I change that?”
I thought, “No one is helping emerging designers. How can I change that?”
The DNA of my clothing line was all about giving back. So I decided to help emerging designers. I was putting together pop-up stores, shopping events, and fashion shows for my brand, and I infused other brands to help get their name out there and generate awareness and sales.
After the first collaborative fashion week pop-up shop, AMCONYC was born.
Q: How has your role evolved as AMCONYC has grown?
My role has evolved immensely, and AMCONYC has grown significantly in just the past year.
The company started by producing events and bringing people together. Since then, we have grown into a bi-continental agency that provides PR, sales, continuing education, social media management, and much more.
The demand from this market is remarkable. They want the help, they need the help, and they relate to me because I’ve been in their shoes. I have to not only bring in new business, but also manage the team and make sure everyone is on track. It’s my dream job.
In 1 year, we have grown into a bi-continental agency.
Q: How do you envision AMCONYC helping emerging designers in the future?
I plan on continuing to use our resources and network to help the emerging designers. Both continue to grow, and AMCONYC continues to build relationships with thousands of these talented people.
Q: AMCONYC recently expanded to LA and now, London. What’s next for AMCONYC?
Yes! We are so excited to now be in the major markets!
We are planning to bring our platform to these markets, and others, and cut their costs even further by us going to them. Long gone are the days where the production company is the ONLY entity making money. It’s time for the designers to see the ROI almost immediately. If you come to our shows, you will see how we are doing that, and how we are changing this.
It’s time for the designers to see the ROI almost immediately.
I find it comical when Kim K was saying that Kanye was the first person to open a fashion show to the public. We’ve been inviting the public to our shows and events since 2009. I even went so far as to refuse to allow celebrities to attend my events. The industry is finally catching up, and we are planning to continue to be trailblazers in this industry and market segment.