Stylistas and Fashionistas, Mark Your Calendars!

The Front Row at Bethesda Row returns on May 19 - 21, 2011. This star-studded style weekend at Bethesda Row will be packed with in-store fashion, beauty and culinary events in over 30+ retailers and restaurants throughout the Row, with a signature Summer and Fall 2011 runway show on Friday, May 20th and a first-ever Chic Children’s Event on Saturday, May 21.

The Front Row will kick off Thursday with an exclusive free screening of this year’s ultimate fashion film, Bill Cunningham New York, at Bethesda Row’s Landmark Theatre. The award-winning film tracks the unprecedented career of the legendary, candid street fashion photographer for The New York Times Style Section with a soiree fit for the most fashionable New York City socialite.

Here are some weekend highlights:

Thursday, May 19 leading up to the screening, stores and restaurants will be hosting the first day of their in-store fashion-focused festivities. The morning kicks off with brunch and shopping at J. McLaughlin from 10am - 12pm, who will be donating 15% of all weekend’s shopping proceeds to Fashion For Paws. Both Aveda and bluemercury will be offering complimentary makeovers from 12-6pm. Mini spa treatments, brow waxes and chair massages will reign supreme at The Spa @ Equinox from 4pm -6pm. In-store shopping events will give shoppers the perfect opportunity to find a runway-worthy outfit with events such as Joie summer collection trunk show at Ginger, a Diane von Furstenberg trunk show at Urban Chic, and an MZ Wallace trunk show at Sassanova, whose Ava bag was just voted by People Style Watch as the Best Tote Bag for Summer 2011. Jewelry will also play an important role, as Satya’s complete travel inspired collection of jewelry will be featured in a trunk show at Lou Lou.

Friday, May 20 kicks off with a round of stylish trunk shows: Sassanova will feature the accessories of Roarke NYC; Ginger will be showcasing Yoana Baraschi; and Urban Chic will feature Rachel Pally. J. McLaughlin will host a scarf-tying tutorial from 4-6 pm, while My Eye Dr. will host a runway frame sale featuring designers like Tom Ford and Prada at special savings. To prepare for the runway event, Bobbi Brown spring makeovers will be available at bluemercury and complimentary makeover styling, featuring their new spring 2011 palette, will take place at Aveda. Equinox fitness will stage a complimentary class of their Skinny Jeans workout, taught by renowned instructor Robert Sherman, at 1pm.

From 5pm - 7pm, Pink Palm and Assaggi Mozzarella Bar will each host pre-runway events. Pink Palm will be serving wine and cheese and showcasing their Lilly Pulitzer looks, and Assaggi will feature a menu of fashion-focused cocktails and will offer complimentary hors d’oeuvres. On Bethesda Lane, Urban Country will stage their Runway Lounge featuring Brown Jordan. The lounge will be located in front of Redwood.

This year’s celebrity VIP is New York Times best-selling author of "If You Have to Cry Go Outside" and star of her own reality show Kell on Earth: lifestyle guru and PR powerhouse, Kelly Cutrone. Ms. Cutrone will be signing copies of her new book, "Normal Gets You Nowhere," on Bethesda Lane from 5pm - 6pm.

At 7:30 sharp, all eyes will focus on the much-anticipated, third-annual Runway Event of The Front Row. Ms. Cutrone and the area’s top fashionable VIPs will sit in the front row to see designer runway looks from participating Bethesda Row retailers Amethyst, Daddy & Son Camiceria Italiana, Equinox, Ginger, J. McLaughlin, LouLou, lucy, Luna, My Eye Dr., Pink Palm, Sassanova, Urban Chic and Wear it Well. In addition to kicking off the fashion of summer 2011, the runway will showcase an exclusive preview collection from Fall 2011. Models’ runway hair will be styled by Bubbles Salon, and makeup will be done by Bobbi Brown for bluemercury. Following the fashion show, Cutrone will sign copies of her book at Lebanese Taverna, who will be serving signature pomegranate martinis and appetizers from 8:30pm – 10pm.

Saturday, May 22, launches the first ever Chic Children event at The Front Row. Legos on the Lane, which will stage from 10-2 on Bethesda Lane, will allow children to build Lego creations from fashion capitals around the world including Paris, London and New York. Barnes & Noble will host a Fancy Nancy Story Timeat 11am and Cacao will showcase a beignet cooking demonstration in front of the store. On the Row, Kidville’s Little Maestros music group will perform at 1pm, and Urban Country will set up a Russell & Mackenna children’s furniture display utilizing the season’s hottest children’s furniture trends. Adults can still enjoy The Front Row fashions with Sassanova’s Julie Collection trunk show, Ginger’s Calypso St. Barth trunk show and Urban Chic’s Shoshanna trunk show.

One lucky participant can win a $250 shopping spree at their choice of five of the participating boutiques, two copies of Normal Gets You Nowhere, and two seats on the front row by registering at Bethesda Row. Attendees can rsvp for this free screening of Bill Cunningham New York by emailing bcny@brandlinkdcrsvp.com. All events are free to attend; and copies of Ms. Cutrone’s new book, Normal Gets You Nowhere, will be available for sale at the event.


Here's a Full List of Events for this fab Front Row Weekend

Day 1: Thursday, May 19

Headlining Event: Bill Cunningham New York Screening
Kick off The Front Row with a special screening of this year’s biggest fashion documentary, Bill Cunningham New York, tracing the fascinating life of New York Times Style photographer Bill Cunningham, at 8pm, Bethesda Row Cinemas. Dress to be photographed. Admission is free; rsvp to bcny@brandlinkdcrsvp.com.

Aveda: Get gorgeous for The Front Row with Aveda’s new spring shadows and lip shines! Complimentary makeovers from 12-6pm, plus bonus gifts with purchase. 4807 Bethesda Avenue, 301.652.1610

bluemercury: Complimentary makeup and skincare consultations from Laura Mercier. Refreshments served; appointments recommended. 7105 Bethesda Lane, 301.986.0070

Equinox: Enjoy complimentary chair massages, brow waxes and other mini-treatments at The Spa @ Equinox from 4pm - 6pm! 4905 Elm Street, 301.652.1078

Ginger: Joie trunk show. Get your first glimpse of Joie’s casual, sophisticated, understatedly chic summer collection and receive a Joie gift with your purchase. 10am - 8pm. 7114 Bethesda Lane, 301.664.9242

J. McLaughlin: Fashion Breakfast. Kick off The Front Row by shopping J. Mac’s perfectly cut summer shirtdresses (and so much more!) while enjoying brunchy treats from 10am - 12pm. 4851 Bethesda Avenue, 301.951.5272

Lou Lou: Satya jewelry trunk show: see the complete collection of Satya’s travel-inspired collection that incorporates semi-precious gemstones with sterling and gold. 10am - 8pm. 7125 Bethesda Lane, 301.652.0048

Mon Ami Gabi: Stop by with your BFFs for a pre-film Parisian Lemonade: a fashionable concoction made with Grey Goose Citron, Lemons, and Fresh Rosemary, $7. 7239 Woodmont Avenue, 301.654.1234

My Eye Dr.: Designer Sunglasses Sidewalk Sale. Shop Ellen Tracy, Kenneth Cole, Nautica and more—a selection of fashionably fabulous frames for just $40! 7254 Woodmont Avenue, 301.718.2424

Sassanova: MZ Wallace trunk show: browse the complete S/S collection, including the Ava, just voted by People Style Watch as the Best Tote Bag for Summer 2011! Sale continues all weekend. 7134 Bethesda Lane, 301.654.7403

Urban Chic: Diane von Furstenberg trunk show. Shop DVF’s summer collection and save 15% off all trunk show merchandise. 7126 Bethesda Lane, 301.657.0290

Day 2: Friday, May 20

Headlining Event: Kelly Cutrone and The Front Row Runway Event
Don’t miss our signature runway event, featuring a special appearance by Kelly Cutrone, fashion PR maverick star of TV’s Kell on Earth, The City and The Hills and the best selling author of If You Have To Cry, Go Outside. Meet Kelly as she signs her new book, Normal Gets You Nowhere, at 5pm on Bethesda Lane.

At 7:30pm, join us in the front row as we showcase designer looks from Bethesda Row’s best boutiques, including an exclusive look at Fall 2011, followed by an afterparty at Lebanese Taverna.

Pre & Post Runway Events:
Assaggi Mozzarella Bar: A fashion-themed cocktail menu plus complimentary hors d’oevures before you head to The Front Row runway! 5pm - 7pm 4838 Bethesda Avenue, 301.951.1988

Lebanese Taverna: After Party with Kelly. Stop by for Pomegranate martinis and hors d’oevures and book signing from 8:30pm - 10pm 7141 Arlington Road, 301.951.8681

Pink Palm: Pre-runway event. Head to our store for sips and nibbles before you take your seat for the fashion show! Receive a special gift with purchase with your $200 purchase while supplies last! 5pm - 7pm 4867 Bethesda Avenue, 301.913.9191, www.thepinkpalm.net

Urban Country: Relax in the fashionable Urban Country Runway Lounge featuring Brown Jordan outdoor furniture at Redwood beginning at 4pm until the runway show begins! 7117 Arlington Road (store location), 301.654.0050

All Day Events:
Amethyst: Lauren Harper trunk show with designer appearance and 20% off her collection. 10am - 7pm Friday and Saturday.
4806 Bethesda Avenue, 301.907.6871

Aveda: Free makeovers from 12pm - 6pm, plus take 20% off all lip colors all day and receive a gift with any purchase. 4807 Bethesda Avenue, 301.652.1610

bluemercury: Meet Bobbi Brown experts for a spring makeover that utilizes the season’s hottest colors. Refreshments served, appointments recommended. 11am - 6pm Friday and Saturday. 7105 Bethesda Lane, 301.986.0070

Equinox: “The Skinny Jeans WorkoutTM”. Join Equinox for the famed class that uses light weights, yoga and Pilates moves to work your abs and glutes and get you in your skinny jeans in no time! 1pm, class is free and first-come, first-serve. 4905 Elm Street, 301.652.1078

Ginger: Yoana Baraschi trunk show. Save 20% on her trunk show pieces and find your perfect summer look from her cult-followed collection of dresses and separates for Summer 2011. 10am - 8pm. 7114 Bethesda Lane, 301.664.9242,

J. McLaughlin: Scarf-tying class from 4pm - 6pm. Learn how to wear your drawer full of scarves this season while enjoying wine and cheese. 4851 Bethesda Avenue, 301.951.5272

Luna: 2nd Annual Tee Party: Shop designer tees from Velvet, LA Made, Rebecca Beeson, Ella Moss, Splendid and more. Take 15% off plus free gift with your tee purchase. 7232 Woodmont Avenue, 301.656.1111

My Eye Dr.: Runway Frame Sale. See the new summer lines--and take 15% off--top frame designers including Tom Ford and Prada. 7254 Woodmont Avenue, 301.718.2424,

Sassanova: Roarke NYC trunk show: Shop the complete summer collection of super-chic necklaces, bracelets, headpieces and wedding accessories donned by everyone from Ivanka to Julianne Moore. 7134 Bethesda Lane, 301.654.7403

Urban Chic: Rachel Pally trunk show. Shop the collection worn by both Jennifer AND Angelina--and take 15% off your trunk show purchase. 7126 Bethesda Lane, 301.657.0290

Wear It Well: Get Accessorized! Save 25% on special collections from Cousin Claudine, Leatherock, MZ Wallace & Suzi Roher; sale continues through Saturday. 4816 Bethesda Avenue, 301.652.3713


Day 3: Saturday, May 21
Kids Fest on the Lane: 10am - 2pm Bring the kiddies to Bethesda Row: you shop, they have a fashionably fabulous time, including Legos on the Lane, where your budding fashionista can build iconic buildings from fashionable cities around the world: New York, London, Paris and more. Bethesda Lane, 10am-2pm. Plus enjoy a full schedule of fashion events all day!

Just For Kids:
Barnes & Noble: Fancy Nancy Story Time. Enjoy a reading with your child from Fancy Nancy, including Fancy Nancy and the Fabulous Fashion Boutique, at 11am. 4801 Bethesda Avenue, 301.986.1761

Cacao: enjoy fresh beignet cooking demonstration in front of the store. 7129 Bethesda Lane, 301.215.6945

Kidville: Spring Fling Event. Have your kids celebrate the warm weather with arts and crafts, decorating visors/flip flops/picture frames with stickers and markers. Kidville’s Little Maestros performing on Bethesda Lane, 1pm. 4825 Bethesda Avenue, 301.656.5030

Lebanese Taverna: Groovy Nate is making a special appearance on Saturday for storytime. Children enjoy complimentary lunch with each adult purchasing a sandwhich, mezza platter, or entrée. 11:15am
7141 Arlington Road, 301.951.8681

Urban Country: Look for Russell & Mackenna to create most colorful children’s room on Bethesda Lane utilizing the hottest children’s furniture trends. Plus register to win a $1,000 Urban Country gift certificate toward R&M furniture and prizes for the first 200 children! 10am - 2pm. 7117 Arlington Road, 301.654.0050

Saturday Fashion Events:
Equinox: see the much-buzzed-about (and Gilles Bensimon-photographed) looks of the brand new Orange Line of activewear from Equinox, and shop great deals at the Memorial Day Sale at the Shop @ Equinox, main floor. 4905 Elm Street, 301.652.1078

Ginger: Calypso St. Barth trunk show. The beach-perfect separates you’ll live in this summer are here: shop the entire summer collection all day! 7114 Bethesda Lane, 301.664.9242

My Eye Dr.: Designer frame sale: take up to 80% off designer frames including LaFont all day! And for kids: purchase a pair of prescription eyeglasses, and get the frames fitted with single vision, polycarbonate safety lenses for only $69.
7254 Woodmont Avenue, 301.718.2424

Sassanova: Julie Collection trunk show. It’s vintage, it’s modern, it’s loved by InStyle, Lucky, and yes, even Oprah. Shop the complete collection of perfect summer jewels all day. 7134 Bethesda Lane, 301.654.7403

Urban Chic: Shoshanna Trunk Show. Downtown meets Hamptons with Shoshanna Gruss’ summer collection: take 15% off your trunk show purchase. 7126 Bethesda Lane, 301.657.0290

All Weekend:
Barnes & Noble: B&N Fashion Library: browse the complete library of fashion titles right in the front of the store.
4801 Bethesda Avenue, 301.986.1761

Blue Zen Nails and Spa: Take 15% off all services all weekend long with this brochure, including their acclaimed Spa Express package (mani, pedi and facial!) 4926 Elm Street, 301.907.6868

Bubbles: Take 10% off your cut, color or styling (such as your pre-event blowout!) from Thursday - Sunday with this brochure. Not valid with any other offer. 7118 Bethesda Lane, 301.656.5807

Georgetown Cupcake: Enjoy High-heeled cupcakes designed exclusively for The Front Row all weekend long! 4834 Bethesda Avenue

J. McLaughlin: 15% of all sales all weekend long will be donated to the Washington Humane Society’s Fashion for Paws! 4851 Bethesda Avenue, 301.951.5272

lucy Activewear: Meet Stella & Dot independent stylist Lori Zerbib and receive a $20 off coupon for Stella & Dot Jewelry for purchases over $150. 7122 Bethesda Lane, 301.656.3106

My Eye Dr.: $100 Off a complete pair of eyeglasses, frames and lenses with this brochure. (Not valid with any other coupon, discount or vision plan benefits. Some restrictions apply). 7254 Woodmont Avenue, 301.718.2424

Pink Palm: Take 20% one full-priced Lilly Pulitzer item, valid Thursday-Saturday. 4867 Bethesda Avenue, 301.913.9191