"Flutter" at Fashion's Night Out

Jill Giordano and Brian Scheyer of gr.dano with their models. Photo by Ed Jay.

San Franciso's fashionable came out in support of last week's Fashion's Night Out (FNO), one of the biggest nights of fashion. FNO is an unprecedented global initiative founded by Vogue and the Council of Fashion Designers of America. It was an evening to celebrate fashion, restore consumer confidence, boost the industry's economy and create an exciting shopping experience. Businesses participated by extending hours and hosting special in-store events. Attendees throughout the nation enjoyed celebrity appearances and designer showcases, along with food, wine and fashion.

The brainchild of Vogue's Anna Wintour, FNO was created last year out of the depths of the recession to boost the economy and consumer confidence through a day fest of special guest appearances, celebrity DJs, model appearances and cocktail parties.

Daniel and David Concepcion of dcepcion with their models. Photo by Ed Jay.

Macy's San Francisco participated with guest appearances by music legend Carlos Santana and reality show celebrity Countess LuAnn de Lesseps of Housewives on NYC. Most unique was a fashion presentation by local fashion authority Owen Buenaventura. The fashion exhibit "Flutter" featured local Bay Area designers who had the opportunity to present a part of their collection at Macy's. The designers participating include Jill Giordano and Brian Scheyer (gr.dano), Daniel and David Concepcion (dcepcion), Phuong My, Danielle Pettee and Mike San Gaspar.

Each of the designers had five to six models wearing items from their collection. The models showcased their outfits by posing like mannequins for the attendees. There was a ballot for people to vote for their favorite local designer of the evening. This made the exhibit interactive and drew the audience in to check out the collections from the different designers. The winner of best designer for the evening with to Daniel and David Concepcion on the brand collection dcepcion.

Designer Phuong My with her models. Photo by Ed Jay.

Event Creative Director Owen Buenaventura commented "I had the idea of "Flutter" early this year. I wanted a midsummer night's fashion dream. After the success of my fashion show Snow last January, Macy's contacted me to create a show similar to it for Fashion's Night Out. I gave them my initial idea of "Flutter" and made a proposal to corporate for non-Macys designers to be featured. It was really Macy's who pushed through to have the local SF designers I chose be featured that night.

Designer Danielle Pettee and her models. Photo by Ed Jay.

I chose local designers because if we are to promote fashion here in SF, it makes more sense to choose locals. It is also made the event more personal and I know I am helping my colleagues get more exposure in a corporate setting. Charleston Pierce (Fashion Event Producer) who was in attendance, made an important point to me that night. He said that I took the designers out of the club scene and brought them in closer to the Union Square corporate world. Except for gr.dano none of them really has shown in a setting like this."

Owen Buenaventura and the team that produced "Flutter."

Overall, Owen Buenaventura and Macy's proved that Fashion's Night Out can bring out the best in the local fashion industry talent of San Francisco. Many people were in attendance who were exposed to and had the opportunity to shop from the local designer labels that Macy's doesn't carry, yet.