Boston gets in line

Cover Story

After launching in New York a few years ago, Fashion’s Night Out has been catching on in cities around the world. Next Thursday, FNO takes over Newbury Street (and other parts of the city) with events, parties, and - retailers hope - a boost to fall sales

September 01, 2011|By Christopher Muther, Globe Staff

(David L. Ryan/Globe Staff )

Next Thursday, for the first time in 15 years, Newbury Street will be closed to cars. Tiffany will be turning its posh store into a Studio 54-like disco. The Ames Hotel will replicate its Woodward bar in a chic pop-up form in Allston, and Neiman Marcus will host karaoke and a book signing with interior design guru Frank Roop. Even Mayor Tom Menino is planning to take in the fashionable festivities.

Indeed, more than 500 stores and restaurants here are preparing for what has become, in other cities, a shopping holiday - Fashion’s Night Out. The brain child of Vogue editor in chief Anna Wintour, FNO was conceived as a way to boost retailers and designers after the bottom fell out of the economy - and people stopped spending - in 2008. FNO launched in New York in September 2009, kicking off with celebrities galore and big crowds.

Since then, the annual fashion fiesta has spread to 250 cities in the US, and 17 countries around the globe. Boston, however, was something of a Fashion’s Night (Hold) Out. For the past two years, a higgledy-piggledy smattering of events took place across the city. But many local shoppers weren’t aware the event existed. The result was about as dazzling as a five-watt bulb.

But this year, nearly every store on Newbury Street, along with most of Copley Place, plus neighborhoods such as the South End, Jamaica Plain, and Roslindale will entice shoppers with champagne, beauty and fashion consultations, late hours, and giveaways. There are parties, panel discussions, whiskey tastings, and, of course, fashion shows popping up in all corners of town.

“This is something we believe will bring more people into stores and help create more economic development opportunities,’’ said District 8 Boston Councilor Michael Ross. “We encouraged the Newbury Street League to shut down the street. It just creates a more festive atmosphere and more energy for an event like this.’’

Participation, by shops, designers, and entrepreneurs, is building as the Sept. 8 event draws near. “[In past years] everyone had this buffer of ‘I don’t want to do something,’ ’’ said Boston Fashion Week founder Jay Calderin. “This year, there’s an automatic response of, ‘Of course I want to do something.’ There’s a new energy.’’