Macy’s Glamorama ‘Fashion Rocks’ Event Takes Hollywood

MACY’S GLAMS UP: Macy’s Passport Presents Glamorama “Fashion Rocks” traveled to Hollywood for its 32nd annual AIDS Project Los Angeles (APLA) fundraiser, which has raised $32 million to date. Known for changing its theme over the years, the event morphed from last year’s carnival-esque fete in favor of a club scene at Create Nightclub. The setting might have been pure coincidence, or a deliberate plan to capture the attention of a younger generation, which has seen a spike of HIV cases. Either way, it succeeded in luring a collection of Millennials such as Emily Osment, Shenae Grimes, and Morgan Stewart to Glamorama for the first time.

Tried and true partygoers like Ross Matthews recalled the late Elizabeth Taylor, who championed for a cure for the virus saying, “This town is so frivolous 364 days a year it’s nice one day a year to do something important. I got to come back in the day for a few years when Elizabeth Taylor was here. She spent a large part of her life trying to find a cure for HIV and AIDS and we’re still carrying that torch for her.” Taylor’s granddaughter Naomi Wilding also recalled fond memories, saying, “I’ve been coming since I was a teenager. The first time I came, my grandmother made me wear this incredibly over the top Arnold Scaasi dress that had been made for her which I still have.”

Inside, go-go dancers lined the walls and guests champed at the bit to see headliner Jason Derulo. Although the singer had traveled 22-hours in flight from South Africa, he was full of energy. “I’ve been doing [Glamorama] across the country and I’m glad to be apart of it,” he said. “I think my music and how successful it’s been is amazing in itself, but the fact that I have this platform is even more important. I can do events like this to help others in need or less fortunate.” At 9:30 p.m. Derulo kept his word and took center-stage as an audience equipped with glow sticks sang along to hits “Talk Dirty,” “In My Head,” and “Wiggle.” The night also featured a presentation of collections from Tallia Orange, 2(X)ist, and music from electronic DJ Paul Oakenfold. Glamorama will complete its 2014 tour in San Francisco Sept. 12.