Many designers toil away for years to be able to afford Times Square promoting, however the little-known label Amehl is making a splash there in an unusual way.

The corporate’s founder Amanda Mehl, who’s an interdisciplinary artiist, filmmaker and designer, crafted a movie that can play through the top of this month outside of 10 Times Square. Titled, “There Is No ‘I’ in Team,” the short features 50 characters modeling looks from the Mehl collection. Mehl acted in, directed and shot the two-minute clip in her Brooklyn, Latest York, apartment through the pandemic.

Meant to be a political satire and spoof on capitalism, the premise of the video is a national athletic competition in the fictional country of “Amehlica.” A picture of Mehl is featured on a billboard with phony logos for Bank of Amehlica, Amehlican Express and Amehlican Airlines. The billboard is situated on some prime Midtown real estate — the southeast corner of forty first Street and Seventh Avenue. The billboard is owned by ZAZ10TS, an art gallery that plays up digital art on billboards and installations of their constructing. Visitors there can view the complete run of Mehl’s film within the lobby of 10 Times Square.

The chance got here about through the curator and philanthropist Tzili Charney, chairman of the true estate business L.H. Charney Associates, who Mehl met a number of years ago. Charney conceived ZAZ10TS. Consistent with the contract, the video will not be promoting and needed to be logo-free. Mehl hoped that her Amehlica spoofs would make the cut and was glad they did. While the exposure has resulted in some recent followers, but not necessarily recent shoppers, greater than anything it offers more “cred” with individuals who already knew the brand.

Born in Buenos Aires, Argentina, Mehl and her family relocated to the U.S. when she was seven. Her mother Beverly is a designer whose signature label was carried at Bergdorf Goodman, Barneys Latest York and other leading stores at one time. The elder Mehl now sells her collection via her home and at pop-up events, and taught her daughter all about fashion.

On Thursday night, Amehl might be staging a fashion show at Times Square that’s being billed because the inauguration of the Amehl Semiannual National Spirit Games. The 2-hour event will include guest speakers and performances, serving as an alternative choice to Latest York Fashion Week. Solely a direct-to-consumer business now, Mehl said she stopped selling wholesale a number of years ago. Distribution through Isetan in Japan and choose boutiques was not price with the expense, nor was the added cost of showroom representation, she said.

As well as, the 39-year-old has a solo exhibition, “Hustle for Muscle,” on view further north on the PWA gallery through Feb. 6. Positioned underground within the fiftieth Street downtown subway station in Times Square, the gallery’s name is an acronym for Public Works Administration. The space features Amehlican products, sculptures and three Amehl fashion-inspired art movies.

Keen on the unexpected, Mehl has previously held shows in a schoolbus, a ironmongery store and Manhattan’s diamond district. Looking ahead, drops and movies, including a sci-fi one, are within the works.