Stylemax, Chicago

For the four short days from January 30th until February 2nd of 2010, the eyes of the fashion world will turn its gaze upon the windy city of Chicago. Four times a year, the women’s apparel and accessory trade show Stylemax takes over the town.

Housed on the 7th floor of the Merchandise Mart, this fair features over 4,000 designer and luxury lines and takes up 100,000 square feet. The Stylemax market serves exclusively to the retail-trade women’s apparel market, showcasing the latest in the original, the new, and the downright hot.

While traditionally a trade show for women’s apparel, this time Stylemax has decided to shake things up. Always on the cusp of trends, the organizers at Stylemax have realized that they needed to expand their accessories section partly due to the increasing popularity of them during the last shows.

As the recession undoubtedly also plays a factor, retailers and customers are more willing to spend time and money on accessories to retouch their wardrobe, rather than clothes. That’s why they have expanded the accessory section, which includes jewelry, footwear, scarves and handbags, from one quarter of the floor space to one third.

The men’s market will also take place at the same time this year on the 8th floor of the Merchandise Market. With more and more retailers and designers going into both men’s and women’s markets, as well as the often ignored unisex market, organizers have let the two markets overlap.

Amongst Chicago’s art galleries and museums, by the breathtaking Millennium Park and on the bank of the Chicago River, Stylemax does not only offer commercial opportunities, but a beautiful stage to showcase designers’ work. With special fashion shows and parties surely a-plenty around town, keep an eye out for the winds that emanate from Chicago.

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by Henry Guyer
Gloobbi Fashion

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