Unlike any other Sunday, which consists of sporting stretchy pants, gorging oneself with overly, processed cuisine purchased at the local Plaid Pantry, and stressing on homework that has been consciously stored away in the back of one’s mind for two days, my typical AI Sunday was greeted with a well received disturbance.
As stated in an earlier post, Content 09 sponsored an exploration of Portland independent fashion and design in an unorthodox, visual experience at the Ace Hotel, October 18, 2009. Serving as a platform for the essence of Portland fashion, Content 09 did way with the traditional runway show to exemplify an exciting shift in Portland fashion unity. In my opinion, it was very reminiscent of the Milepost 5 unique layout—Located on SE 82nd, which usually constitutes a guarantee to see prostitutes and fast food chains, Milepost 5 houses young, creative talent in renovated units (once were the homes of Portland’s elderly) and exhibits monthly art showings in the vacant units. In the same fashion, Content 09 featured many of Portland’s innovative, independent apparel and accessory designers in the vacant rooms of Ace Hotel.
Unlike any other fashion event that I have attended as of late, Content 09 exemplified an inimitable harmony where both event production and designer vision seemed one. Satisfaction of both the sponsors of such a marketing event and the participating designers involved seems to be a challenging balance.
Dayna Pinkham and Dutchess Room
Incidentally, Portland Fashion Week has been under criticism for executing a fashion event that is not always representative of regional designers. It seems that Portland Fashion Week, although a platform for local fashion to receive national and international exposure as it has never been able to before, has received some heat from the local community. Portland Fashion Week was non-existent until 2003 when Tod Foulk began orchestrating the runway events around the metropolitan area. Portland Fashion Week has grown from its early roots of bringing together local apparel and accessory designers in one roof in effort to solidify Portland’s mark as a viable market of innovative fashion. It is now the first and only sustainable fashion week and some have insinuated (local blogs and periodicals) that it is more focused on this promotional edge than the essence of Portland fashion. Complaints have circulated that Portland Fashion Week’s commercial success is distorting its service to the independent designers in the vicinity. Thus, two of the main complaints are that it fails to serve as a sufficient expression of what Portland fashion means and it’s too expensive (i.e. designers have to pay an entry fee and tickets for local constituents are $20 and up). Whether these complaints warrant validity or not is not the issue, the remains that there is a disconnection in Portland fashion and a viable platform is needed to serve the independent designers in the premises.
From my tenure spent waiting in line at Content 09, I learned from eavesdropping that the Ace Hotel event was in fact a revolt against Portland Fashion Week. Some independent designers felt as if a crucial service for Portland fashion was lacking in the area—a service that seeks to voice the message and essence of Portland fashion that, like with anything in Portland, goes against the grain. This service is in demand on both supplier and consumer level, and in true Portland execution, Content 09 delivered a distinctive and unforgettable fashion experience (just not an event).
As stated previously, Content 09 explored an unorthodox approach to a runway show that truly identified with the Portland, anti-cookie cutter approach. Our urban environment houses the creative youth (either in age or spirit) of Portland design—an environment that is responsive to deliverables that challenge the norm.
Bridge and Burn room
The vision behind Content 09 stems from the How We Develop Team (which is the first event of the popularized Portland blog) that includes the designer voices of Mothlove’s Gretchen Jones, AK Vintage’s Anna Korte, and
Im:mortal’s Ada Mayer and Anna Korte. 38 of Portland’s visionary independent designers were showcased in 28 rooms that spoke of each designer’s passion and innovation. Each room was visually merchandised according to that brand’s lifestyle. Whether utilizing live musical performances, creatively merchandising displays, providing a mock up of everyday life, exhibiting a nostalgic look to inspirational eras, etc., each room gave a sense of what that particular brand represented. The unique layout committed to an intimate experience for participating attendees. For instance, by mirroring one’s desire to live in another time period or by projecting an image associative to the values one lives by, designers were able to translate their message directly to the viewer, as if it were an intimate conversation. Although each room was specifically merchandised for the varying designers, cohesiveness was achieved in the ideals and community pride of the event.
Stand-out designers not only had beautiful, well-constructed garments, but their branding was impeccable. It became a lifestyle experience that invoked all senses, not some lame marketing ploy. The 1920’s whore house visual sensation of Dayna Pinkham and Dutchess kicked off the event. The beautiful elegance of Liza Rietz communicated romantic, femininity. Bridge and Burns unique display of a mock tree with branches served as hangers for the quality of materials and construction that are utilized in there thoughtful design. The end of the hall featured Heather Treadway’s functional designs with remarkable details mirroring the visual aesthetic of woven baskets. In following the staircase back to the lobby, the event came full circle as the featured looks of AI alumni Joshua Buck and Jennifer Holcomb represented the emerging talent sprouting from The Art Institute of Portland. All 28 rooms brought a range of indie brands with unique identities. The spread of character embodied the aesthetic standard that should and is evolving from the regional area.
Liza Rietz room
Stay tuned for more from the ladies of How We Develop. Here is a link to their blog and Content 09’s site. Enjoy.
AlexSandra & Tony Starlight
Model: Britta as Peggy Olson
Model: Meghan as Coco Chanel
Model: Rachel in front of the Sinatra shrine
