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Fashion world prepares for Mercedes Benz Fashion Week in New York

As the runways go down and lights go up, the fashion world prepares to arrive in New York for Mercedes Benz Fashion Week.

This year 91 designers from 32 countries will be represented during the eight day event where brands showcase their Summer/Spring 2014 collections.

Veteran design duo Badgley Mischka will showcase their new line on the sixth day, which is also the grand opening of their first Manhattan boutique.

James Mischka joked about the potentially stressful day.

“Yeah, that makes it really easy. No stress at all. Opening the store the same night as our fashion show. So it’s like, it’s going to be a big day for us,” said Mischka.

The new store is located on New York’s Upper East Side and features everything from bridal to accessories and even the red carpet looks that have made them famous.

As the pair took time to check out the final details of the store, their upcoming show wasn’t far from their minds.

“We’re excited about the runway. We’re in the middle of it right now. We’re kind of keeping our collection under wraps of course until the actual unveiling. So can’t give too much information but it’s going to be a happy, sunny, bright collection,” Mischka teased.

Finding the perfect models to wear their designs on the runway starts with modeling agencies.

Scott Lipps, the founder and CEO of ‘One Management’, a small agency that represents such legends as Claudia Schiffer, Iman and Karolina Kurkova, said he’s excited about the season.

“You can actually help make girls, you know, potentially to have a buzz and to hopefully create stars. Which is what I find very interesting in the business. So that part is great. All the craziness, and you know, working on the weekends for like a few weeks straight. I think by the end of fashion week everyone wants a mini-vacation,” he said.

Each year Lipps and his team attempt to make their models stand out by sending creative packages to casting directors. This year’s mailing is a play on the film “Beyond the Valley of the Dolls.”

“Last night as of I think eight o’clock at night when I left the office, they were pulling Barbie doll heads and putting them in boxes. And sending these boxes with the heads – I mean if I showed you what went on it’s like an art project,” explained Lipps.

“It’s not a simple like, here’s a photo copy of a girl’s card and you send it. We send out an elaborate package to these show clients. Because it’s the image of the agency. So every year we almost try and top what we do,” he added.

The goal is to have their models booked for as many shows as possible.

Model Chloe Norgaard said fashion week is the craziest time of the year and she normally survives on the excitement.

“Fashion week’s defiantly the busiest time. It’s like, not that much sleep. Running around. You’re always late because things end up being at the same time. It’s fun though, it’s an adrenaline rush as well,” said Norgaard.

Besides running ‘One Management’, Lipps also juggles a music career as the drummer for Courtney Love’s band, Hole.

For the last few years he has been documenting his journey on a blog, which has now been turned into his first book, “Poplipps.”

“It’s a mix of sort of models, celebrities, behind the scenes of fashion, some music stuff and basically my life kind of running this company. Primarily fashion and modeling and a little bit of music and celebrities and sort of the world that I exist in,” he told Reuters.

For those wanting a peak into that world, fashion week organizers will once again provide free online streams of all the runway shows held onsite at Lincoln Center, in addition to a large screen on the plaza outside the tents that will broadcast live and pre-recorded shows.

Mercedes Benz Fashion Week in New York will run from September 5th through 13th.