ETHOS definition: "The distinctive spirit of a culture or an era." Project ETHOS is a bi-annual, red carpet event in Los Angeles that showcases all emerging Millennial Generation forms of creativity in one house, on one night. By merging fashion, music, and art into one giant display of genius, Project ETHOS creates a new form of exposure for artists in general, as well as a fresh outing for event goers. Project Ethos bridges the gap between the Indie and Mainstream worlds. With a potent ear to the street, we seek out new extraordinary talent and create a link to decision makers or industry professionals. Project ETHOS is the next generation of exposing all artistry to the media, public and industry.
Project Ethos Successes
• One Republic featured in July 07’ now signed to Interscope Records
• Colbie Calliat featured in March 07’ now signed to Universal Records
• David Boyles featured in February 06’ now signed to Columbia Records
• Model Sabrina Aryadad featured in March 07’ scouted by and became a contestant on “America’s Next Top Model”
• 6 clothing lines featured in July 07’ were placed in stores such as Fred Segal, Popsy, Metro - Park, and Glow by buyers Project Ethos invites
• Totalitee Apparel featured in March 07’ picked up by Brand Equity Showroom which led the line into Nordstrom
• Call A Rose featured in March 07’ asked to design t-shirts for YMI October 07’ fashion show
• Angela Aguirre featured in March 07’ mentioned Project Ethos as her inspiration in Cosmo Girl Magazine
• Brody Dean and Nineteentwentynine featured in February 06’ were placed in Jaqueline Jarrot in Los Angeles’ Beverly Center
• Over 60 Artists have been featured in 6 shows - dozens of paintings have been sold totaling in the tens of thousands of dollars with money going directly to them
• Project Ethos featured in CA Apparel News 5 times in 6 shows
• Project Ethos has brought over 10,000 attendees in 6 events
The Team
Monica Ruiseco and Jason Peskin lead a team of two dozen young and talented professionals. Ruiseco, a graduate of L.A.’s FIDM and experienced fashion consultant for retailers has worked for the last five years at Directive’s West, coordinating trend overviews for clients such as Macy’s, Neiman Marcus, Saks Inc. and Nordstrom to name a few. She organized Bi-Annual Fashion Shows by identifying key trends of the season and styling the models with those looks for the runway. Peskin, an experienced entrepreneur, started out just after graduating high school with producing concerts and clubs. He later founded two other companies both specializing in marketing and sales. Those companies represented and designed marketing strategies for the Los Angeles Times newspaper Rolling Stone Magazine, Hearst Publishing and Bally Total Fitness.
Event Promotion
Through our promotion machine of flyers, web, print advertisement, and word-of-mouth we attract a wide variety of consumers. Tickets are pre-sold through the many different artists involved in the showcase that bring in a dynamic and diverse audience. There are over 2,000 tickets distributed for pre-sale and always guarantee a big turnout.
Venue: Avalon / Spider Club in Hollywood
First opened in 1927, this classic Hollywood venue has played host to everything from Judy Garland television specials to the Beastie Boys. Extensive renovations and posh additions have brought the landmark into the 21st century--think minimalist, modern decor; an outdoor smoking lounge with its own bar; an entirely new upper lounge built over the existing balcony; reserved seating; and a private club-within-a-club called the Spider.
History
On August 27th 2005 the first ETHOS was born into Los Angeles, California. An event and new artistic platform that only continues to exceed expectations.
It all started with a young designer who wanted a fashion show for her first line, which she launched in May 2005. Heidi Luerra, the designer and owner of EveryWear Clothing, wanted to see her new line on the catwalk for many reasons. Shortly after it’s launching, Luerra met Jason Peskin, a young talented business owner himself - he was experienced in event planning and marketing. The two then joined forces with Sean Healy Presents, a former client of Peskin’s. SHP is one of the the biggest promoters in Southern California, booking musical talent and venues since 1994. As Luerra and Peskin discussed a possible fashion show and how it may emerge from their collaboration, the original idea of the event shifted and later Ethos developed into something so much more.
Luerra originally wanted a show for EveryWear Clothing alone, but through brainstorming with Peskin and others, she realized that getting her friends who were talented in various aspects involved would make the show much more exciting and interesting. The structure then surfaced and the hard work began. The pair along with help from many others, wanted to create an event for their own kind. Together they formed a platform for young creative people. An event that would connect young entrepreneurs to others as well as serving as an outlet for their craft. A place that young and budding creators could be involved in something that would benefit them financially without having to fork out thousands of dollars in cash. A fashion show, a concert and an art gallery was the goal. Everyone involved would have to be young, professional and have a unique product.
The first ETHOS held over 750 guests. Team Ethos presented fashion, music and art to Los Angeles in one house, on one night. Six clothing lines all created by young designers, six young artists including photographers, painters and sculptors all shared their craft. Two local bands performed and a DJ topped the evening. Spectators were astounded. The collaboration of art in all forms was an exciting and refreshing spectacle. The dream of a show that would enthuse and share was fulfilled. Though the work at times seemed endless for the team and participants, it paid off in the end helping designers gain business, artists with purchases and exposure for everyone involved. Not to mention one very hot party!
Team Ethos and its memorable show, plan to continue its journey into success. Ethos will one day be all over the country and beyond, giving young people a means to share their talent and creation with the world. Keep visiting us and watch for upcoming Ethos dates as well as new information.
