The 2010 L.A. Fashion Week kicks off its new group of runway shows, Concept, tonight in downtown Hollywood and Beverly Hills, and will continue on through the 24th. Supported by sponsors including Smashbox Studios, Toni&Guy, and hosting facility of the event, the Spring Arts Tower, the simple yet elegant event can be expected to showcase an assortment of fashion collections.

Combining a variety of new and familiar names, designers featured throughout the three nights of runway shows and presentations will include martinMARTIN, Skin Graft, Elmer Ave, Fremont, B. Scott, The Battalion, Valerj Pobega, Mike Vensel,  John Sakalis, Farm Tactics, Chelsea Rebelle, Otto Gates and Jen Awad.

Not just anyone can stroll into this elite event, only buyers, invited guests, and media are permitted to attend. Attempting to refocus L.A.’s Fashion Week, Concept geared the attendance of this year’s event more towards buyer attendance, bringing the focus back on the designers. Designer Mike Vensel believes that without buyers nobody gets the line, and therefore the whole show just isn’t worth it for the designer. Makes sense right?