Frank151 Announces the Release of Frank Book 151 Pieces: A Summer 2010 Fashion Show Driven by Scion

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Jun 28, 2010, 08:30 ET

NEW YORK, June 28 /PRNewswire/ -- Frank151 is pleased to present 151 Pieces: A Summer Fashion Show Driven by Scion.

(Photo: http://photos.prnewswire.com/prnh/20100628/NY26309)

(Photo: http://www.newscom.com/cgi-bin/prnh/20100628/NY26309)

In a special collaboration with Scion, Frank151 produced "151 Pieces," a fresh spin on the traditional fashion show & a first for the brand. The show debuted at the Scion Installation LA gallery in Culver City, California. Frank selected a total of 151 pieces from the Spring / Summer lines of over 70 lifestyle labels represented in Scion's Retail Distribution Network including Opening Ceremony, After Midnight NYC, Vans, and Rogan, and paired them with sophisticated basics to achieve an effortless, wearable silhouette at the fore of Summer '10 trends.

Seven models walked in over 30 looks, but beyond that, 151 Pieces broke from the traditional fashion-show format. Though an exclusive audience was in attendance, 151 Pieces was produced not to exist as a one-off, live event, but to live online at www.frank151.com/fashion, where visitors can curate their own runway show using the complete collection of looks, as well as purchase any of the items featured. The website also includes video interviews with Harry McNally (Pegleg NYC), Madeleine Von Froomer and Chrissie Miller of New York City-based clothing label Sophomore, and Gourmet Shoes founders Greg Johnsen and Jon Buscemi. Other content includes extended interviews with Scion Partners stores (Commonwealth, Saint Alfred, Premium Goods, and many more) and a Q&A with 151 Pieces stylist Renelou Padora.

In addition to the www.frank151.com/fashion website, a special-edition 151 Pieces Frank Book Chapter was created. The 64-page booklet applies Frank-caliber design and Scion innovation to a selection of the content featured on www.frank151.com/fashion.

This project arrives just as Scion prepares to launch Scion Partners, a new program where customers can register for a card that allows them to get discounts and deals on clothing, footwear and music at stores around the country—many of whom sell items featured in the 151 Pieces show.

"151 Pieces is a unique concept that allows fans of these brands to have a front-row seat," says Renelou Padora. "It's going to give them a newfound respect for the labels, as well as open avenues for the brands to more buyers."

About Frank151

Frank151 Media Group is an internationally recognized content creation and distribution company with headquarters in New York City. The Frank Book is our centerpiece: a pocket-sized quarterly publication where each "chapter" is helmed by a special Guest Curator and focuses on a unique theme. Supporting Frank151 is an international community of creative individuals we call the Frank League. The League is also the platform we use to distribute content worldwide, as well as conduct research and execute marketing initiatives on behalf of our partners. Through the League, Frank151 has established the FRN (Frank Retail Network), a conglomerate of boutiques, clubs, hotels, and restaurants totaling over 800 locations in 60 cities globally.

About Scion

Scion, from Toyota Motor Sales (TMS), U.S.A., Inc., was developed with a new generation of youthful buyers in mind. Scion's mission is to provide distinctive products, the opportunity to personalize, and an innovative, consumer-driven process at the retail level. The Scion brand features three ground-breaking models with a wide array of standard features: the xD urban subcompact five-door, the iconic xB urban utility vehicle, and the tC sports coupe. Scion launches the all-new, premium micro-subcompact iQ in early 2011. The Scion brand often applies new practices in all aspects of its business and pushes the creativity envelope with non-traditional advertising and marketing to engage young consumers. Scion also supports originality through its programs in the artistic community. For more information, visit www.scion.com.