February 18, 2010
Originally published in WSJ Heard on the Runway
Tags: Fall10 collections, William Rast
Guests at William Rast's Wednesday evening show at Cedar Lake in Chelsea found staggered sets of tiered benches set around the event space, forming an H-pattern. There wasn't a bad seat in the house. As soon as the lights went out, a band in the corner, Freesol, kicked into some rock 'n' roll and a giant LED screen dramatically lit up. As models took their walks towards the photographers' pit, cameras caught them at different angles and projected them live onto a large screen in the back.
The cameras were focused on the front row, too. Singers Estelle and Matt Morris, French Vogue's Carine Roitfeld, Vogue's Anna Wintour and actress Jessica Biel, girlfriend of Justin Timberlake were all in attendance. Mr. Timberlake and his childhood friend Trace Ayala are William Rast's creative directors.
