After three years of angst and management during a global pandemic, Scottsdale Fashion Week is ready to strut through Scottsdale with events spread across the city.
This is good news for hotels, malls, and Sheree Hartwell, owner and director of FORD/Robert Black Modeling Agency, which co-produces the event with Steve LeVine Entertainment & Public Relations: she remembers the headaches of closing her event. no sign of when she would return.
“We were set in 2020 to produce Scottsdale Fashion Week and a week before we were ready to hit the stage again, everything was shut down,” said Hartwell.
Although the bulk of the last three years has been spent working with venues and adhering to health and safety protocols while traveling, Hartwell originally aimed to bring Fashion Week back to Scottsdale during the busiest time of the year. in March, but that time of year brought another wave of uncertainty.
“We were originally scheduled for March, but because of what was going on with the pandemic and what was going on with spring training, we had scheduling issues finding the right time,” he said.
The timing couldn’t have been more perfect as restrictions have begun to ease across the country and it seems the public is eager to take in as many in-person events as possible before the scorching summer hits.
“We feel like now, with most restrictions lifted across the country, it’s time for us to finally be in a safe place,” he said. “May almost became the last push before everyone goes into hiding and we didn’t want to miss our chance to make a splash this year.”
Hartwell plans to do it literally by trickling down events across the city and making the biggest waves at the newly opened Senna House Scottdale, the Hilton Curio Collection hotel, among other venues.
She also plans to surprise the public by treating them to an unforgettable evening centered around a remarkable fashion show.
“In a traditional fashion week, guests simply attend an hour-long show,” Hartwell said. “Whereas what we wanted to create and what we have created over the years has been soirees and opportunities for incredible entertainment, food, drinks and of course a fashion show. It’s more of a night out than sitting down to watch a show and then leave.”
Scottsdale Fashion Week accomplishes this by kicking off the night in a way unlike any other fashion week.
“For us, most nights start with cocktails and craft food that is on par with the night and live entertainment,” said Hartwell. “We want to portray things that are over the top so that when they get to their seats, they’re having a good time and are excited to see a fashion show.”
The show also brings attendees from all over the city to different performance locations each day.
“Unlike a lot of fashion weeks that are held in one location, ours is transferred every night to a different location,” said Hartwell. “We try to unite the designers and the brands that we show.”
He plans to engage audiences immediately when Scottsdale Fashion Week kicks off on Thursday night, May 12 at Mercedes-Benz Scottsdale, where the showroom will be transformed into a catwalk showcasing Saks Fifth Avenue designs.
“Mercedes-Benz of Scottsdale has been an incredible partner to us since its inception and they will be hosting us on opening night inside their incredible showroom to create a sophisticated evening where Saks Fifth Avenue will showcase their clothing,” said Hartwell.
The showroom will also provide a perfect backdrop for the couture show.
“Mercedes-Benz was a great match as they are on the same page when it comes to aesthetics, customer base and demographics,” said Hartwell.
The following night, Scottsdale Fashion Week will make a splash by bringing its “Splash Into Swim” show to the cooler waters of Scottsdale at the Senna House hotel.
“We felt like it was a great partner for us to be able to showcase amazing swimwear at the start of summer,” said Hartwell.
“The purpose for us and the vibe we want to execute is that we are attracting an affluent lifestyle and knowing that Senna House and Cala is the hot new hotel and restaurant in town, we thought this would be a great opportunity to showcase that. to many people.”
After drying off, guests will gather the following night at The Vault, a 16,000-square-foot vehicle storage facility stocked with a collection of the city’s best bars, to witness the collections of Greta Constantine, one of the designers of more eclectic fashions on display. during the week.
“Her designs are fantastic and over the top and it’s a couture show with clothes that most people wouldn’t wear every day,” Hartwell said. “These are the things that people think of when they think of Fashion Week.”
Hartwell believes that the bright neon signs and a number of sports and luxury vehicles will serve as an ideal setting to showcase Constantine’s clothing.
“I think his line will be very well received there because it’s really bold and original,” he said. “I really want to transform that place into something that people haven’t seen before.”
The week will then conclude with a Wardrobe Apparel presentation at Scottsdale Fashion Square, culminating the weekend with the first show of the week.
The week is expected to draw more than 1,200 people to Scottsdale and draw 300 northern attendees to each event.
“With our demographic of people attending Scottsdale Fashion Week, there’s almost a night out for everyone,” said Hartwell. “Being able to do this gives each night its own identity and the opportunity to make it a different experience each night.”
Information: Scottsdalefashionweek.com
Source: www.scottsdale.org