This year, for the first time, Fashion Week San Diego had its signature event in La Jolla, closing down Wall Street for an outdoor runway show in October. At the event, 24 budding designers showed their designs over two nights, bringing industry notables and hundreds of fashion-philes to town. At the La Jolla Village Merchant’s Association Nov. 11 meeting, Fashion Week San Diego director Allison Andrews reported the event’s success.
“We definitely want to come back to La Jolla next year, there’s no question,” Andrews said, adding she would be presenting to community advisory groups for the approvals required for next year’s event. “You’ll be seeing me again soon,” she joked.
Andrews reported 60 percent of the audience included buyers and fashion media such as Huffington Post, Teen Vogue and Marie Claire magazine, and celebrities including the daughter of hair care mogul Vidal Sassoon. “Because the event was in La Jolla, there were 79 million media impressions for La Jolla,” she added. “Everyone involved asked, what’s the event and where is it? So every social media or online impression said La Jolla.
“We intertwined ourselves with the community and played well with businesses, especially those on Wall Street. We anchored ourselves with La Valencia Hotel, the La Plaza La Jolla shopping center, and pitched a lot of restaurants and local merchants to be partners of Fashion Week San Diego.”
After each night’s runway show, local hotels hosted after-parties and some restaurants opted to stay open late and offer Fashion Week specials. Following the event, La Plaza La Jolla agreed to create a pop-up shop for the winners’ clothing designs.
“These were partners of ours that got involved and worked with us, so even though we were promoting all of them, they each had something unique to offer,” she said. At the meeting, several LJVMA members said they would like to partner with Fashion Week for 2016’s event.
“I want to connect with each of you, even if you think your business is irrelevant to Fashion Week San Diego, it’s not,” she said to the Village Merchant’s board, pointing out that one dollar from every ticket sold from the 2015 event went to LJVMA, and she presented a check for $358.
LJVMA vice-president James Neibling praised Andrews’ efforts and thanked her for bringing the event to La Jolla. “My only hope would be to elevate the type of designers, above the new-to-the-scene faces that typically show at fashion week,” he said. “We have the clientele for it here.”