I’d never thought that much about mannequins, those lifeless model wannabes, posing in store windows and inviting us to buy outfits inside. They can be a little spooky, especially if naked and missing limbs, piled in the back of a dressing room, in mannequin purgatory or awaiting the next season’s looks.

Then I got an assignment to write the copy for a Ralph Pucci installation at Joe Fresh’s ultra cool flagship store at 510 Fifth Avenue in New York and saw how archaic my viewpoint on mannequins is. Let me plagiarize myself, with the overview of the exhibit that launched on Fashion’s Night Out last week:

In an era when models went from clothes hangers to supermodels, designer Ralph Pucci transformed the mannequin from clotheshorse to art form. In collaboration with artists, designers, and models (Patrick Naggar, Ruben Toledo, Anna Sui, Veruschka, Christy Turlington…), Pucci gave mannequins character, verve, and versatility, changing the way fashion is displayed and viewed. As a brand that values art and innovation, Joe Fresh is thrilled to share this exclusive installation in our New York flagship store. 

“The range of work that Ralph Pucci has created is so impressive, and the design flare he has brought to mannequins is brilliant,” says Joe Mimran, Creative Director of Joe Fresh. “I have known Ralph for many years and when I saw these amazing mannequins, they reminded me of works of art. I knew we had to find a way to show them to the public in our Joe Fresh runway clothes.”

“BIrdie,” by Ruben Toledo

Patrick Naggar Mannequin

That’s exactly what Joe Mimran did, featuring 18 of Ralph Pucci’s immortal models, posing in looks from the Spring 2013 collection in Joe Fresh’s huge midtown store. While they don’t offer autographs, I think “Birdie” and crew are as striking as any of the live models strutting the catwalks over at Lincoln Center.

Writer Robin Grearson, posing with “Veruschka”

Visit the store this month to see these gorgeous creatures. AND definitely watch this video I took of the fascinating presentation shown on the giant video wall at the entrance on Fashion’s Night Out. I’m just responsible for the text; shout out to the talented people at Joe Fresh who did the rest!

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In my All Saints Countour Dress

Style savior #1: Maria Casabianca at Soma Boutique.  I dashed into her store (a gem, tucked in Jessica Ryan’s salon by the Westport train station) and told her I had half an hour to find a great outfit that says “stylish working mom.” She pulled a few looks, starting with a black dress by Bobi—simple soft cotton, but cut like couture, beautiful fit (and beautiful price: $100). Done, 20 minutes ahead of schedule. Note to self: Go back when I can browse Soma’s racks at a more leisurely pace and check out the new home section; it was hard not to pick up a few throw pillows on my way out the door.

Style savior #2 (in chronological order; don’t make me pick a favorite): Jennifer Lau, supermom of 5 and creator of the stunning Genevieve Lau Jewelry collection. I got to her house at 3:20, which left a half hour before she had to load up her kids for soccer practice. Well before then, I was bedecked in a “Beijing” necklace, “Chicago with Bling” bracelet, “Sao Paulo” earrings, and a rainbow of “Moscow” rings (they fit perfectly, which must be some kind of sign).

Genevieve Lau “Moscow” Rings

Suddenly my fashion statement went from “Frumpy” to “Fabulous.” Jennifer is like that fairy godmother in Cinderella, I swear.

After a quick stop at Shoes-N-More for a pair of Michael Kors pumps (actually Michael by Michael Kors, but I say a Kors is a Kors, of Kors, of Kors) and some super cute gold ballet flats since I’m a shoe-switcheroo wimpy kinda fashion gal, I made it home by 4:30, packed, sped away from the teary-eyed children (more reasons ballet flats are useful), and caught a 5:30 train to New York.

The bar at the W Hotel looked a lot like a fashion show. In fact, thanks to Rent the Runway, a brilliant business launched by two HBS grads, a closet of frocks from the catwalks stood in the lobby. Aspiring fashionistas can rent a designer outfit for four days for 10% of the price tag (hotel guests get an added 50% off). Good to know, but of course I had no need for their services this trip.

I dressed quickly and raced straight to the main attraction of my night: Joe Fresh’s flagship store on Fifth Avenue.

The New York Flagship Store,                                     510 Fifth Avenue

It’s an awesome store any day of the week, both architecturally and due to what’s on the racks: the cool Canadian brand’s J. Crew-with-an-edge looks (at even better prices). But on Fashion’s Night Out, Joe Fresh morphed from store to museum, presenting The Art of Mannequins: A Fresh Ralph Pucci Retrospective. I was especially excited to see these iconic masterpieces in person, because I did the copywriting for the exhibit. What a fun, fascinating project!

Stay tuned for more on Joe Fresh and Ralph Pucci, including the video that wowed the crowds on Fashion’s Night Out, and maybe for that Stylemama shot of the Bobi dress…

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