L.A.’s wow factor comes into sharper focus

Dean Factor is on his knees, taping down a rug that many of his stiletto-heeled guests have been tripping over. Minutes later, his older brother, Davis, helps a crew set up a runway sign for designer Michael Ball as a fashion-craved crowd practically stampedes in. You’d think the brothers Factor, great-grandsons of legendary makeup guru Max Factor and owners of their own successful cosmetics line, would rather be holding court with L.A.’s fashion mavens here at their SmashBox Studios.

Instead, they are everywhere doing everything at this Culver City house of style, where they have organized an alternative event far from downtown L.A., the site of the city’s annual display of local designer talent.

But in the rarified world of fashion, it’s nice to see a little humility. “You have to be able to crawl before you can walk,” Davis says while watching a wickedly cool denim collection from Ball’s Rock & Republic and worrying that the catwalk sign is slightly crooked. It’s not.

The brothers behind L.A.’s leading fashion photo studio are hoping to spawn a haven for emerging local designers with their first foray into L.A.’s fashion week. They selected 12 designers to spotlight and didn’t charge them for the shows that normally would cost about $50,000 to produce. The SmashBox shows will wind up on Saturday with Eduardo Lucero.

So why make a separate event from the New York-sponsored shows of fashion week? “It’s to give L.A. a voice. It’s for the designers, for L.A. and us,” Davis said. “Everyone is benefiting and we’re branding our name,” Dean added. To keep the company’s name out there, they’ve also committed to producing three more seasons of shows. And, listen up New York: Coming soon could be SmashBox N.Y. during fashion week there.

But for the moment, a constant flow of photographers, stylists and standing-room-only crowds has been drawn to SmashBox for three shows, including glamour gowns by Nikolaki and sexy knitted swimwear by Ashley Paige.

The Los Feliz-based Nikolaki (Little Nick in Greek) team of Nick Verreos and David Paul sent out a collection of beautifully draped red-carpet gowns in copper, bronze and burgundy of silk charmeuse reminiscent of 1930s Hollywood glamour and rayon jersey dresses with velvet accents on straps.

Paige’s colorful collection of knit swimsuits showed off laced-up fronts, tanks teamed with bottoms, mesh bodysuits, crocheted bikinis with silver chains around the waist and sexy deep-V one-piece suits. Whether they’ll actually hold up in water is anyone’s guess, but they would be fabulous for sunning or pairing with jeans.

Ball’s “Fashion Rocks” show lived up to its theme of glam rock: low-rise jeans with T-shirts shouting sign-of-the-times messages such as “Combat Rock” and “Coalition Rock.” But it was his accordion-pleated skirts and show-stopping bondage ball-gown skirt -- mini in the front and sweeping in the back -- that brought forth a standing ovation and lured many backstage to congratulate the newcomer.

“This has been so amazing,” Ball said amid clamoring fans, including several buyers. “Really, a wonderful welcome from a crowd of nice people.”

Even fashion pooches had a place of their own. A back room was set up for four-legged guests with such names as Lucky, Levi and Rubidoux to romp and snack on doggie treats. Out front, their human counterparts ate guacamole in cups or stopped for de-stressing at the massage booth. Others waited endlessly for the restroom or their valet-parked cars, about the only visible glitch during the day.

Some editors and guests decided to skip the “official” fashion week shows at the Standard Hotel, because the wait was so long.

But Karen Marmont, merchandising director for the California Market Center, wasn’t fazed.

“The laid-back mood makes you realize that this is what L.A. is really all about,” she said. “And I didn’t want to drive out here from downtown L.A. I’m glad I did.”