The Scene gives teens the edge on hottest fall fashions

Special to ViewAttendees of The Scene event at the Fashion Show mall line up at the Sobe tent, July 28. Teens and tweens were invited to come the latest clothing, music and ring tones that will be available this fall. Advertisement

They came for the loot. They came for the fashion. But most of all, they came to be a part of The Scene.

More than 1,200 Las Vegas tweens and teens turned out for the third annual back-to-school style showcase at the Fashion Show mall on July 28.

The event, dubbed The Scene, was created by General Growth Properties, the mother company of the Fashion Show, Boulevard and Meadows malls, in an effort to create a buzz among the targeted 13-to-17 age demographic group concerning the latest music, clothing and fashion accessory lines.

"We are happy to offer a day where teens can come and hang out, learn about the newest products and sort of mingle with one another," said senior marketing manager for Fashion Show mall, Jim McMichael. "It's cliché sounding, I know, but it's not just about the latest fashions, although that is a huge part of what we're trying to do. We want to give kids a firsthand look at what is going to be hot this fall in shoes, clothing, accessories and even ring tones."

One of the event's highlights were the vendors that turned out to promote the newest and trendiest products on the market.

"Sprint was one of the companies that participated in the event," McMichael said. "They showcased their newest phone covers and ring tones. There was even a booth where teens could download the hippest sounds for the fall. I think that this demographic, in particular, is one that enjoys being catered to. They like to know that we have them in mind. The Sprint booth was by far one of the most popular of the day."

The day also included two runway shows featuring the new fall lines for Paul Frank and Sketchers.

"We worked in close cooperation with Girls Life Magazine, both the print and online versions, to feature footwear and clothing that will be all the rage this fall," McMichael said. "We also had on hand famed gamer and designer Jonathan 'Fatality" Wendel. The Fatality brand is one that is popular among gamers, young males in particular. Kids had the chance to meet Fatality and also see his newest stuff. It was apparent that everyone involved was having quite a good time."

A similar event is scheduled for Saturday at Meadows mall, 4300 Meadows Lane, where retailers will clamor to outdo one another and vie for the attentions of the teen crowd.

According to Carrie Renfrow, group marketing manager for Meadows mall, the day will include deep discounts from specific retailers, a Sobe prize wheel and a runway show featuring lines from Anchor Blue, Finish Line, Icing and Claire's.

"We're highlighting fashions for everyone," Renfrow said. "Zoomies, Torrid and Hot Cats will also be involved with the show. There will be free makeovers that include a makeup session with cosmetics professionals from the Boulevard Mall and Macy's. There are also goodie bags to be handed out. It will be an all-around good time."