Oakley Shows Off Fall 09


Wednesday was a big day for Oakley Media Week with the 5K Run kicking off the day. In the afternoon, top media began their tours in the Men’s and Women’s showrooms which displayed the hottest new gear for Fall ‘09. The day came to a close with the much anticipated Fashion Runway show. All of NYC’s finest were out to see the latest from Oakley. Attendees ranged from fashion trendsetters such as Paper Magazine to core athletic books like ESPN, The Magazine.

This was Oakley’s first global fashion show for men and women, a much anticipated segment of the company’s upcoming International Media Event in New York City. The fashion show presented the latest designs that inspire today’s active lifestyles, as well as the newest technologies that fuel sport culture with performance.

“Oakley has spent decades making an art of performance for pro athletes, and all that design innovation is embraced by today’s active lifestyles,” said Colin Baden, president of the company. “Collections that extend from eyewear to apparel, footwear and accessories have earned us legitimacy beyond sports, and this fashion show is an opportunity to show the world the authen¬ticity of art that wraps our science in style.” Baden concluded.

Red Bull Space in Manhattan’s SoHo district was the setting for the fashion show. More than 100 cutting-edge looks were showcased by 20 models. Oakley designers have rejected the either/or argument of fashion vs. function, blending both in new creations that serve and inspire a broad spectrum of active lifestyles. Featured products included women’s active wear, sport-specific designs for both sexes, and sport lifestyle creations.

Apparel from the Fall 2009 Oakley Women’s Active Collection blends clean and graceful lines with performance fabrics and technical detailing. Design inspirations move away from aggressively styled prints to focus on solid colors with a palette of bold hues. Fit, comfort and performance are engineered for the Oakley Woman, a force of nature who challenges the road less traveled and demands more from life than life demands from her. New women’s eyewear releases were included, and recent innovations in the coveted Gretchen Bleiler Collection owned the runway.

New sport lifestyle introductions for men featured sunglass frames with Oakley’s Square O icon, a collection of clean and uncomplicated styles inspired by Oakley athletes, the cultures they live in and their approach to life. The latest artist collaborations and prescription eyewear designs took to the stage during this segment. New men’s lifestyle apparel focused on functionality, subdued colors with rich contrasting accents, paneled construction, and utilitarian nuances that echo the industrial age.

Sport creations for men and women were part of the fashion show, and global media representatives received a look at the revolutionary innovations including the new frame architecture of Oakley’s Jawbone; eyewear. Guests also saw the latest in Oakley’s Pro Rider Series, a line of premium performance apparel for the Fall 2009 season of mountain recreation. Developed and styled in collaboration with the world’s greatest athletes, new Signature Series Goggles was a highlight of the sports line.

The fashion show ended around 9:30pm with Russ Ortiz, VP of Brand Communication thanking all the attending media for coming out and witnessing what makes Oakley different, then proceeded to tell everyone to enjoy the music from DJ Reflex and that the party would be going well into the evening. Well, turns out the attending Oakley athletes took to the have a good time the best, as Brian, Claudia, Grete, Silvia and Karina hit the runway showing there moves in Oakley apparel. Many media felt this was the best part of the night, which continued into the late hours of Wednesday night.