AMAZON MUSIC'S FA-FA-FA-FA FASHION

On 10/21 Amazon Music’s Culver City headquarters buzzed with energy as folks gathered for an outdoor fashion, music and art event celebrating the next generation of influential Latino artists and fans. The immersive experience, which featured a fashion show and performances by reggaeton artist Ryan Castro, rapper Rich The Kid and emerging talent Bb Trickz, was the culmination of Amazon Music’s “The Future Is Ours” campaign—and thanks to an old bathmat, some duct tape, a bit of kitchen twine and pure moxie, HITS succeeded in gaining entry.

As the show got underway, music pumped, lights flashed and camera jibs lurked over the heads of spectators flanking both sides of the purple, Amazon Music-branded runway. Leading the fashion show (curated by Los Angeles Times fashion director at large Keyla Marquez) was a group of high-energy dancers clad in eye-catching long shorts (or, short pants, if you’re a “pants half full” kind of person). Next up, a bevy of models stomped the runway in designs by Latino creators that ranged from funky streetwear and camo casual to an unexpected finale look melding menswear-inspired suiting with floor-length evening-wear vibes.

The entire event was livestreamed on the AmazonMusicEnVivo Twitch channel and the Amazon Music app and broadcast in Times Square.

In all the excitement, we did manage to get a quick word with Castro to ask him about the power of Latin creators to become trendsetters. “Latinos are very bold,” he said. “They’re willing to take risks and do things differently.” He also told us our bathmat smelled like mildew. Valid.

All in all, the event ate and left no crumbs. Unless, of course, you count the ones scattered on the ground after a mysterious dancing bathmat allegedly knocked over a tray of palomas and chicken empanadas.