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Givenchy is star of New York fashion day two

12 september 2015, 13:12

French giant Givenchy will be the main attraction at New York fashion week on Friday, with its bolt across the Atlantic after decades in Paris one of the most hotly anticipated events of the season, AFP reports.

With Givenchy a favorite of power couple Kim Kardashian and Kanye West, celebrities are expected to mob the show at Pier 26 overlooking the Hudson River and New Jersey, announced only  on the eve of the event.

Doors open at 6:30 pm (2230 GMT) on what began as a somber day in New York -- the 14th anniversary of the 9/11 attacks on the World Trade Center -- where today, the new Freedom Tower soars proudly into the skyline.

Givenchy has tapped into the growing reach of big brands by inviting more than 1,000 members of the general public to a show that would ordinarily be seen in the flesh by just an elite band of fashionistas.

Hundreds of people signed up online -- residents from the area and more than 200 fashion students will get to see up close and personal what a high-end runway show is all about.

Givenchy creative director Riccardo Tisci has dialed up the talents of Serbian performance artist Marina Abramovic, the 68-year-old known for pushing boundaries, for help in pulling the event together.

The theme is "Celebration of Love" -- it marks Tisci's 10 years in charge at Givenchy, part of the LVMH luxury goods stable.

"The fashion show is not just about wearing the clothes and creating a new style but it is also kind of spiritual," said Abramovic in a video trailer.

She said the collection is about "love and peace," and that learning to forgive is the only way "to stop killing... so it's about forgiveness."

"It's remembering the past but looking into the more happy future."

It is an exceptional trip across the Atlantic for the French brand, which is celebrating the opening of a new flagship boutique on Madison Avenue.

Tisci told Women's Wear Daily in June that the United States "gives me so much energy, and I'm very inspired by the culture."

He said the free tickets and "opening to the public was my dream for many, many years."

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