New York Fashion Week is far more than fabulous fashion shows and introductions to Spring/Summer trends. Gifting suites that include luxury hair salons, spas, massages and mani/pedi are all sponsored by various companies looking to introduce their brand to editors, celebrities and designers. This September there is one pampering treatment that might throw you off a bit - Best Drug Rehab Toxicity Test. Yes, it is exactly what you are thinking; a toxicity text provided by the Michigan based Best Drug Rehabilitation.
Collaborations are getting weirder, or more real depending on who you ask. Best Drug Rehabilitation (BDR), teamed up with Cygalle Healing Spa, the juicing company Organic Avenue, NYC based Jivamukti Yoga Center and the brand that ties it all together with fashion week, Charlotte Ronson. The collaboration is for a two-day editor retreat during New York Fashion Week. Sounds like an all star combination that gives editors a preview of Charlotte Ronsons S/S 2013 collection, while finding their inner yogi, drinking some fresh OJ, enjoying a hot-stone massage and then checking themselves into rehab once the week is over. Who came up with this idea?
Per Wickstrom, owner of BDR/former drug addict, and Cygalle Dias of Cygalle Healing Spa recently caught up with NY Magazine's "The Cut" and shed some light on the collaboration, what they intend to achieve and why they are targeting fashion people.
The BDR rehab system uses a variety of holistic treatments opposed to drugs. Opposed to Ambien or Xanax (both addictive prescription drugs) to help patients sleep, Wicktrom says that BDR provides vitamins, amino acids and minerals.
Are fashion people more prone to drug addiction? Is Wickstrom looking to find the addicts and recruit them? Farthest thing from it. The fashion industry is a high-stress environment, and BDR aims to offer alternative holistic methodology to help people get rid of some of their toxins. BDR will be administering questionnaires to fashion leaders during NYFW in an effort to determine stress and toxin levels, and then will suggest holistic alternatives to help with sleeping and stress. Their goal is to raise awareness about holistic methods and to evoke change.
Cygalle and Best Drug Rehabilitation will be co-sponsoring Charlotte Ronsons show and in an odd twist, her after-party as well. It is a bit odd, a rehab sponsoring an after-party. The fashion industry is a high stress environment, so it makes sense for a rehab to finally get in the mix, but how effective will a rehabilitation center be when sponsoring an after-party filled with libations?
Brynn Snow is the lead editor of D2G Apparel, the online resource for discovering and showcasing fashion illustration. We discuss trends, styles, techniques and feature exclusive interviews with illustrators worldwide. D2G Apparel recently presented The Runway, a limited edition collection of luxury tees designed in collaboration with emerging fashion illustrators.
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