Lib­erty Fairs Co-Owner De­buts Con­sumer-Fac­ing Event

WWD Digital Daily - - News - BY ARIA HUGHES

Shar­ifa Mur­dock, the co-owner of

Lib­erty Fairs, is in­tro­duc­ing her first con­sumer-fac­ing event.

Mur­dock, who has worked in trade shows for the past 15 years — start­ing with Sam Ben-Avra­ham at Project and then join­ing him at Lib­erty Fairs — felt that among the many con­sumer events, con­fer­ences and fes­ti­vals that have popped up over the last few years, no one was speak­ing to young women.

“This is some­thing I’ve been want­ing to do for years,” said Mur­dock. “It’s some­thing I’ve been do­ing al­ready through my men­tor­ship pro­gram The Brook­lyn In­tern and as I’ve trav­eled and gone to dif­fer­ent events, ev­ery­thing felt very adult. It’s a fes­ti­val for us to cel­e­brate us.”

Called ENVSN Fes­ti­val, Mur­dock de­scribes the event, which she’s been putting to­gether for the last six months, as a girls’ day that will cater to Mil­len­nial and Gen Z women. The one-day event, which will take place on Oct. 20 at In­dus­try City in Brook­lyn, will fea­ture two mar­ket­place floors ded­i­cated to beauty, well­ness and fash­ion brands such as Hud­son Jeans, Thinx, Ur­banears and Shea Mois­ture. This will be cou­pled with ex­pe­ri­en­tial ac­ti­va­tions. Naked will of­fer man­i­cures, Kappa and Cham­pion are al­low­ing visi­tors to cus­tom­ize ap­parel, and ev­ery hour Fila is giv­ing at­ten­dees the chance to win an out­fit. Guests can also re­lax in mas­sage chairs or par­take in a yoga class.

“The real­ity is that these kids are shop­ping a lot, but they are think­ing me­thod­i­cally about what they con­sume,” said Mur­dock. “It’s im­por­tant for de­sign­ers to un­der­stand that. We have a bunch of girls on our board and these are the brands they love.”

The other two floors will house pan­els and DJs. Pan­els in­clude a women in me­dia ses­sion; a lov­ing my­self ses­sion; a work­shop on beauty in­clu­siv­ity; a ses­sion about sex, well­ness and a talk with Lau­ren Sim­mons, the youngest and only full-time, woman trader at the New York Stock Ex­change. A yet-to-be-an­nounced key­note speaker will close out the talks.

Laura Stylez from Hot 97 has cu­rated the mu­si­cal per­for­mances, which will be­gin at 7 p.m. and in­clude Mali­ibu Mi­itch, Saweetie, Zhavia Ward and Danileigh. Ti­nashe is head­lin­ing. Gen­eral ad­mis­sion tick­ets that al­low en­try to pan­els, shop­ping and lim­ited ac­cess to DJ per­for­mances are $39, while the fes­ti­val pass, which of­fers VIP ac­cess to shop­ping, pan­els and mu­si­cal per­for­mances is $149. Go­ing for­ward, Mur­dock would like to hold the event ear­lier in the year to align with back to school.

“I want ENVSN to be the Hi­malaya of back-to-school pro­gram­ming for girls. I want them to get ex­cited and recharged be­fore they head back to school,” said Mur­dock.

This event is be­ing held un­der the Lib­erty Fairs Group um­brella, which now in­cludes Cap­sule, Ca­bana and Lib­erty Fairs. Pre­mium Group re­cently pur­chased a mi­nor­ity stake in Lib­erty Fairs Fash­ion Group, a deal that will bring the Lib­erty, Cap­sule and Ca­bana shows to Europe and Pre­mium to the

U.S. Mur­dock be­lieves trade shows are still nec­es­sary but they have to evolve.

“It has to be a lifestyle show,” said Mur­dock. “When you come to Lib­erty now, it needs to be about what I need for my lifestyle, not just what I need for fash­ion. It needs to be an ex­pe­ri­ence that’s in­for­ma­tive and gives peo­ple some­thing to talk about. It’s no longer just about look­ing at clothes. You want more.”

Shar­ifa Mur­dock is hop­ing ENVSN Fes­ti­val will res­onate with Mil­len­nial and Gen Z women.

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