Owen Geronimo, local event producer and one of the driving forces behind the re-launch of San Francisco Fashion Week, sat down with Style Wylde to discuss the local industry, and his upcoming event Fashion Feud. 

SW: What is Fashion Feud?

Owen: Fashion Feud is a contest, sponsored by SCION^® similar to a challenge on Project Runway on stage, where the designer contestants are assigned a model and have one hour to create an outfit with the materials they have been given. After the hour is over the Models will walk the runway in the newly designed pieces and the audience will vote for a winner with applause.

SW: When is it?

Owen: There will be three different dates, the first is This Tuesday September 29^th, with Alexandria Von Bromseen and Ashton Miyako competing.  The second is  October 27^th with Chanel Rosales and Julia Meeks competing, and the third is  November 17^th with Eva Heule and Gail B Shrive competing. In January we will have a final date, where each of the three winners [from the previous rounds] will compete for the grand prize.

A look from Alexandria Von Bromseen/Image courtesy of AVB DesignsSW: How were the designer contestants chosen?

Owen: All of the designers needed to be local SF Bay Area based.  Other than that, we wanted to have a variety of designers with different backgrounds, so we chose based on skill, they had to truly be able to sew , something not all designers do,

and current level of  business. While some of the designers such as Alexandria are more well known, we also have a couple of really fresh faces.

SW: What made you decide to do Fashion Feud in San Francisco?

Owen: I was actually approached by Scion after I started the San Francisco Merchant Alliance, and I thought it would be a great way to promote this local design and art pool, which I know is very talented, but doesn’t always get a lot of media attention. 

a look from Ashton Miyako/ Image courtesy of Ashton Miyako DesignsSW: What is the San Francisco Fashion and Merchant Alliance?

Owen: The SFMA is a social-media site for the local fashion community which connects, local crafters, designers, merchants and style gurus.

SW: What made you decide to start the SFMA?

Owen: Well, I have always loved fashion. I grew up in Hawaii, and my family didn’t have a lot of money, and I couldn’t go out and buy a lot of designer outfits, so I made my own, and they were very popular with my classmates. . . From there I continued in the industry and launched my own couture line in the 1990s… but eventually real-life pressures, being a dad etc, came along and I decided to put my passion and creativity aside and began working more in the business world, in real estate, and a side business as a curator for a few local galleries.

SW: Real Estate, ouch.

Owen: yeah, well when this whole economy fell apart, it was really an opportunity for me.  I had a chance to look around and realize that I wasn’t going to be writing mortgages anymore.  I had time to think about what I really wanted to do, and I knew I wanted to get back into the fashion industry.

SW:  So why get involved with fashion-event production?

Owen: Well, like I said I know there are a lot of talented designers in the SF Bay Area, and I know how hard it is to break into the industry, I tried to do it myself. I really just wanted to start making connections, and building a community for all these talented people.

SW: Do you think there is a geographical bias towards designers living outside of NYC?

Owen: Yes, definitely. It’s so difficult to get your name out there.  Stores don’t want to see you until you have major production capabilities, but to do that you need backing, to get backing you need to be seen, to be seen you need connections, but connections are incredibly difficult to make, there are so many obstacles.

SW: Are those obstacles the big road blocks for young designers starting out? What do you see as the biggest challenges young designers face?

Owen:  Well the business end of things can be very hard for designers who are more creative in thinking.  You need to have a strong background in business, and you have to not let ego, and jealousy get the best of you.  That is a big challenge everyone has to face, when starting their own fashion business.

Fashion Feud will take place on Tuesday, September 29^th at Mighty ( 119 Utah Street, SF). Doors at 7pm, show at 8 no cover, for more information about the designers, and models participating visit the Fashion Feud Official Site.