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Market Week Opens in the Fashion District

By Eric Richardson
Published: Saturday, October 16, 2010, at 02:15PM
CMC Market Week - Spring 11 Eric Richardson [Flickr]

A model wears pieces from Soraya by Rozi's Spring 2011 collection in a Market Week runway show at California Market Center. Spring 2011 collection in a Market Week runway show at California Market Center.

Los Angeles' Spring 11 Fashion Market kicked off on Friday at the collection of showroom buildings clustered around California Market Center and the intersection of 9th and Los Angeles. The market events bring in store buyers from around the region who are looking to find the items their customers will want to buy next season.

For Rozita Ezzatian, the market is her first running a showroom. The 2009 FIDM grad has made a quick path from fashion student to business owner, starting work on the first colelction for her Soraya by Rozi line during her time at the Downtown school.

"Right when I graduated, I was pretty much ready to go," she explains on Friday. "I knew I didn't want to work for somebody. I knew I wanted to start my own company."

That doesn't mean that Ezzatian was entirely ready to go when she finished up her first collection. "I got a lot of great reviews on it from people wondering 'How can we buy that?'" she remembers. "I didn't have an online store yet... I didn't have anything except clothes."

With that online store in place, sales have grown steadily, but Ezzatian has her eyes set on a larger market. "I really want to just branch out and to get into big department stores," she says.

On Friday, Soraya by Rozi was one of five lines participating in a noon runway show sponsored by Mavi Jeans. The show included the Turkish denim company, Voom by Joy Han, XCVI Wearables and Eileen Fisher.

Ezzatian showed eight looks from her spring collection.

"For this collection I used a lot of bright colors. I just wanted to do something really fun," she says. "There's a dress to go to a nice dinner and there's a dress to go to a party. It's all very relevant, but it's a good variety for someone to choose from."

For those still at FIDM, Ezzatian stresses the importance of paying attention in every class. "Some stuff, I was like, 'I'm never going to be able to use this,'" she says. "I really learned once I graduated that I wish I would have gotten involved ten times more than I did ... Every class I took there, really helped me with what I'm doing."

Fashion Market continues through Sunday.

To see larger images, click the Full Screen button in the photo gallery.


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