It was nearly a year ago , when SW sat down with Owen Geronimo to discuss the launch of Scion's Fashion Feud San Francisco, and what would hopefully be the event's impact on the local industry. Now, 10 months later, as Geronimo's non-pofit organization San Francisco Fashion And Merchant's Alliance hosts the first official Fashion Week event in the Bay Area in over two years SW caught up with the promoter to find out how he got it done.
OG: Determination and good intentions. It took a lot of research and preparation. This project has been in the works since June of 2009. I approached a lot of people, some were directly involved with the previous production of “SF Fashion Week”. I wanted to find out what failed in order to implement a different approach. And just, to clarify… the previous production years ago was titled “SF Fashion Week”. SFFAMA’s production is titled “San Francisco Fashion Week”. SFFAMA filed for the trademark of “San Francisco Fashion Week”, on August 2009. Hence, the title “Re-Invention” to emphasize a new beginning and rebirth.
SW: How will this 2- day event differ from the numerous Fashion Shows that have taken place around the bay area in the last few months?
OG: The convergence of fashion and technology. Fashion bloggers are now integral part of the fashion industry. Local credible bloggers are assigned press passes as media correspondents to cover the event. This event is also more personal and exclusive. SFFAMA produces very fashion focused events to celebrate fashion and style as a whole.
SW: On your website, you list several bigger name designers whom are not based in the SF Bay Area as participating, namely 12th Street by Cynthia Vincent and Black Halo, Will the actual designers behind these bigger labels be present at the show
OG: No, they will be presented by Fashionistette. An online e-tailer specializing in emerging designers nationwide. I wanted to showcase some retail lines to present to the public what’s available in the retail arena.
OG: Yes, most definitely. I wanted to start small. Then, develop the project as we go along because
budget and production are always the biggest challenges. All events that SFFAMA produces are
setup as business modules to test each project’s efficiency.
OG: Yes. I strongly encourage students to join our team. We have a Facebook group called “Fashion
Interns”. They can sign up there for open calls about internships. They are now being trained
as the core production team behind SFFAMA events. We meet every week, to discuss fashion
production, marketing, operations, and business development. I sit down with young designers
to help them with their design concepts and business plans. I also direct them to the proper
channels. SFFAMA hosts a monthly event called “Fashion Mash-Up” to address these specific needs. We do have a stellar lineup of fashion professionals that speak at our ‘Fashion Mash-Up’. For more info about our mash-up events, please go to: http://fashiontwitup.onsugar.com/