“House de Lux (the show) was beautiful. It was young and exhilarating. It wasn’t jaded.
All the opposites, it had heart, it had soul, it had dignity.”
– Patricia Field, Fashion Designer & Stylist

(gold)  A good thermal and electrical conductor, gold is generally alloyed to increase its strength, and it is used as an international monetary standard, in jewelry, for decoration, and as a plated coating on a wide variety of electrical and mechanical components. A gold standard. Money; riches. Something regarded as having great value or goodness: a heart of gold. A medal made of gold awarded to one placing first in a competition, as in the Olympics: won 9 golds in 13 events. A gold record.

USA—Begin with a toppy, tight hi-hat rhythm complimented by a superbly edgy wah-wah guitar, the sound of people talking real jive on the streets, and you’ve got a funky, gritty but danceable, soundtrack beat just right for the makings of a grand entrance. Too much sugar for ya or not enough? Travel down a funky street of fashion where groove flows freely and House de Lux shapes crazy cats and kittens with soulful style. The Fall, 2007 collection is filled with right on, butt shaking statement styles not designed for shrinking violets, but for those who crave attention. Get down with gold, glitter and eye-enticing looks adorned with House de Lux’s signature militaristic sacred flaming heart. Lady Miss Kier. Joe Namath. Grace Jones. Joe Frazier. Cher. James Brown. Bianca Jagger. Bootsy Collins. Fashionable sisters and brothers, who each in their own way, defined an era through a message of super sexy, Funkadelic, Badaaass style. With House de Lux, enter the scene and step into the fashion ring. Put swagger back into your step and fall into a House de Lux show-stopping cat suit which explodes with 70s sensibility, but drips with 2007 flare. This kaleidoscopic collection roars with intrepid animal prints, blinding metallics, gold leather outerwear, and funked out blackwatch plaid. Pimp out in gold-trimmed leopard overcoats paired with a honeyed low-rise bikini. When things get sticky, rock your pockets with vivid flashback styles geared for super disco indulgence. House de Lux is here to drop electricity and deliver 21st century funk to a generation. Can you dig it?

SHOWMANSHIP
Free your mind and your ass will follow. These are the iconic words of George Clinton, who rebelling against conformity set the world on fire with funkadelic, finger-licking motion. His music and politics led to a worldwide style revolution, sweeping up in the mayhem one pussycat in particular. Devoted to this liberation, designer S Hamady committed herself to the creation of House de Lux whose denim and ready-to-wear collections are inspired by a double-barreled philosophy that fashion is a home free of restrictions and self-doubt. Devotees of House de Lux include legendary designer Patricia Field, futuristic designer Jeremy Scott, ultimate diva Amanda Lepore, and songstress Ashanti, all who embrace the brand’s brash use of color and edgy, yet versatile vibe. Formally a New York City DJ, Hamady turns the tables and generates funk by way of fashion conjuring flashbulb popping fashions including distressed gold cat suits, animal print robes and booty huggin stretch jeans accompanied by detailed gold medallions embossed with the brands logo evoking Chinese New Year dragons. Welcome to the lair House de Lux, where colorful creations celebrate our shared cultural heritage. For an exclusive media preview or to schedule an interview with House de Lux’s Designer S Hamady, we cordially invite you to contact Workhouse Publicity Publicists, Stephanie Sachs via stephanie@workhousepr.com or Kara Hughett via kara@workhousepr.com or by telephone at 212.645.8006.

Workhouse Publicity, an award-winning public relations firm, announced today that it has been selected by Superfly lifestyle fashion brand, House de Lux, as the Agency of Record for U.S. marketing and domestic publicity. Workhouse Publicity will develop an integrated promotional strategy that synchronizes communication efforts both nationally and locally. As part of a larger company initiative, Workhouse will develop creative brand messaging across all media channels to ensure consistency. The assignment is effective immediately.

“It seems like the fashion world has gotten a little bit stayed. It’s the same-old, same-old. We desperately need something new. With House de Lux, I want to shake it up and hit people with the spectacle of fashion.”
-S Hamady, Designer, House de Lux

Heavily inspired by Fiorucci, Roberto Cavalli and Patricia Field, House de Lux boasts funky fresh colors as sweet as candy. Hamady transforms the fashion houses from stereotypical dog and pony shows to fierce exhibitions in every color of the rainbow. House de Lux designs are built for decadence and demand attention through every detailed seam. Bold, daring and free of inhibitions, the Fall, 2006 collection celebrates liberation and commands the restless to be looked over rather than overlooked.

WORKHOUSE PUBLICITY
Inventive. In a word, this is what our firm Workhouse Publicity stands for. Established in 1996, Workhouse maintains a unique pedigree of personal attention while adding new dimensions of promotional service to our diverse but like-minded roster. Renowned for meticulous attention to detail, uncompromising quality and high aesthetical standards, we have carved a rich niche within the cultural sector. Our roster has included retainer services for celebrities, international companies and brands including Assouline Editions, Bergdorf Goodman, Borrelli of Italy, Carl F. Bucherer of Switzerland, Carolina Herrera, Diane von
Furstenberg, Donna Karan, Dolce & Gabbana, Philippe Adec, Philip Treacy, Jean-Paul Goude, Oscar de la Renta, 66?North Iceland, Rizzoli International Publications, Zimmerli of Switzerland and more. The new definition of a full-service promotional firm, we specialize in the coordination of corporate and celebrity publicity, total design, special events and luxury marketing. Recent accomplishments include launch events at Versace, Harry Winston, Van Cleef & Arpels, Gracie Mansion, Harlem’s legendary Apollo Theater, Carnegie Hall. Client campaigns include Ultimate Style: The Best of The Best Dressed List at Gotham Hall, Dolce & Gabanna’s Hollywood at Bergdorf Goodman with Jennifer Lopez, Gucci’s so8o’s boutique launch, Francis Ford Coppola’s Festa Macaroni, Interview Magazine’s 30th Anniversary, Virgin Megastore's Grand Opening and Galleries Lafayette’s 20th Anniversary in France as well as bi-coastal productions of the 24 Hour Plays to benefit the NY State WTC Relief Fund with Philip Seymour Hoffman, Rosie Perez, Benjamin Bratt, Julianne Moore and more. Worldwide client campaigns have included promotional initiatives for Sean "P. Diddy" Combs, Tim Burton, Debbie Harry, David LaChapelle and Lennox Lewis. For more information please visit www.workhousepr.com