NEW YORK, New York (May 18th, 2012) —

On Friday, May 18th, 8pm AMANDALEWKEE screened a virtual runway at The Tribeca Grand to an intimate private collective of industry professionals and the cultured cool.

AMANDALEWKEE Fall’12 was inspired by the constructed femininity of the 1940s with the casual effortless attitude of American sports wear. Lew Kee also references to the game of chess, specifically the knight and the modern methodical structure of the game- a game of patience and strategy. The presentation this season was titled THE DESIGN OF THE DESIGNER. “I believe that there is no better representation to a brand than the designer them selves. Ultimately a show is executed to sell what the designer has produced. I want my market to know who I am and share the importance on personal distinction” the designer proclaimed pre-show. This season Lew Kee found her bearings as a designer and strongly feels that what she has created is true to what she believes and represents; Luxury, elegance, and ease.

Focusing on her strongest trait of blending texture, Lew Kee designed a tight and concise collection (10 looks total). From the use of leather, stretch cotton blend, power mesh, wool boucle, cashmere and fox fur, the designer executed jackets, tops, bottoms, and easy to wear dresses. During one of Lew Kee’s short visit to New York the virtual runway has been curated by Yadira Martinez; Grand Life Hotel’s director of social events and promotions. After meeting Lew Kee Wednesday night in Super Linda’s basement lounge the two quickly connected and decided that no time should be wasted and that the film would be a complimentary fit for The Tribeca Grand.

Screened in the saloon, the virtual runway uses an interactive dual film projection to create a format that interprets a technological presentation. When asked about the choice of this style Lew Kee responded, “Design is innovation. The exciting part of creating is the inception of new realities; where inspiration is developed and evolved. With fashion films on the rise, it was a no brainer to combine the two formats of presentation. With the elevation of digital-aid there are no limits as to how advanced we will evolve as human beings. The limitless possibilities allow for creation. Why not present in a format that encompasses the brand’s enthusiasm for technology and innovation. A presentation that entices the eyes and the mind while creating an open school of thought. It’s viral, it’s portable, it’s direct”.
A dual screen format allows for flexibility of depth, the Toronto screening was shown in a L shaped format. The Virtual Runway can be viewed from the comfort of a buyer or editor’s desk using two devises (i.e. ipad, iphones, projectors) and simply streaming the film it is as readily available as pressing play.

AMANDALEWKEE is a high end women’s ready-to-wear lifestyle brand inspired by the versatility of street fashion and the effortless comfort of athletic wear. Focused on a polished, metropolitan, it girl look, the brand has consistently produced a cult like following. Main wardrobe pieces that individualize the brand are: tailored jackets, comfortable fashion separates, and the layering of sheer fabrics. Amanda has worked closely with the entertainment industry, creating signature looks with HBO’s series TRUE BLOOD, and has dressed Miss Piggy, Shenae Grimes, and Keri Hilson to name a few. She has hosted Toronto’s hottest fashion events with the likes of Tommy Ton, Dean and Dan Caten of Dsquared2, as well as The Misshapes. Publications such as Nylon Magazine, Teen Vogue, i-D Magazine, Flare Magazine, E-Talk, and Fashion Television have recognized Amanda Lew Kee as a promising young Designer to follow.

On behalf of The Tribeca Grand and AMANDALEWKEE, we would formally like to thank you for your cross border support.
Contact info@amandalewkee.com for further inquires.
www.amandalewkee.com