ARE YOU THE

by Kris Kinville of Talkoforlando.com

The PAFW (Park Avenue Fashion Week) concept was born from the creativity of Melixa Carbonell and Willow Shambeck, co-owners of the former Shou’Ture shoe store on Park Avenue in 2007. PAFW was established by the Park Avenue Area Association and the Winter Park Chamber of Commerce who came together with one goal in mind, to promote the local Winter Park retailers along with other “fashionable” businesses in the Winter Park area.

This is a community wide event and “it takes a village” to pull it off! There are many people who get involved. Every year PAFW arranges a team of local retailers, photographers, models, promoters, and production experts, along with representatives from the Park Avenue Area Association and the Winter Park Chamber of Commerce. “The team that hosts the annual PAFW can reach up to 20-25 people who contribute their time on an annual basis.” states Anna Nash PAFW Creative Director.

One of the premier opportunities created by PAFW is the “Emerging Designer’s” contest where local designers have a chance to submit their unique creations to compete for the recognition, exposure & acknowledgment that a popular fashion show can bring. Contestants submitted three to five finished looks plus photos or sketches of additional designs to form a 10-look collection by August 2011. At least five semi-finalists were

chosen by the panel, which includes local fashion legacy and title sponsor, Harriett Lake and 2010 HPAFW Emerging Designer winner, Maria Roman, plus fashion stylists, fashion editors and high-end fashion retailers.

Once notified, semi-finalists will have two weeks complete an additional look for a charity-related “Project Runway” type challenge. Only 3 finalists will be selected. Finalists’ final collections will be reviewed in an individual editorial photo shoot provided by HPAFW. Then only one winner will be chosen from the finalists.

On the night of the PAFW fashion show, (10/15/11) finalists will appear in a video featuring personal interviews & behind-the-scenes footage from the photo shoots. The previously determined winner will be revealed at HPAFW 2011 with his or her own personal runway show. Prizes also include their photo shoot being published in an Orlando publication, two VIP tickets, professional photographs of their runway show & the opportunity to carry their line in a boutique participating in HPAFW for one month, accompanied by a trunk show! That’s quite a “jackpot” for a local designer looking to “jump off” their own line.

Anna stated, “Along with all the local retailers from Park Avenue and Hannibal Square and up and coming designers that participate in our

Orlando Fall is here! And for those of us that love fashion, it’s our favorite time of year. This is when the breezy, bright colored sundress and sandals are replaced by bold patterns, layers and warmer fabrics like wool & fur. It’s a time, in my opinion,

where true fashion sense and style is displayed. For central Florida, it is also a time when we are blessed to have “fashion sense” collaborate to present one of Florida’s biggest fashion events ~ The Park Avenue Fashion Week in Winter Park, FL October 9th - 15th. Harriett’s Park Avenue Fashion week celebrates the local fashion and retail design community of Winter Park. It’s a full week of events, from trunk shows to designer meet-and-greets, with the grand finale fashion show on Saturday evening in Central Park’s West Meadow. I had the great pleasure to talk with some of the “insider’s” to this incredible event…

Emerging Designer competition, we will also be showcasing our 2010 Emerging Designer Winner, Maria Roman and her 2011 “Because of You” collection.” Erica Spence the Marketing & Communications Director for the Winter Park Chamber of Commerce added, “PAFW showcases the best of Winter Park to the broader Central Florida market. The economic benefit of a weeklong event has a tremendous impact on the boutiques and restaurants in Winter Park both during PAFW and throughout the year as guests return to their favorite shops and eateries.”

Erica went on to say, “The Orlando Ballet will also open the runway show on Saturday night with a very “advent garde” performance choreographed exclusively for Park Avenue Fashion Week. The exciting Runway Show will be fast-paced and include one intermission featuring food and drink from local upscale restaurants in the VIP lounge. This year, we are adding 6 sky lounges for private groups of 10 to watch the show in the luxury of their own “room.” And we plan to end the show with an exciting and uplifting number.”

Aspiring local models also get their chance to “strut their stuff” with this event. August 20th tryouts for models for PAFW were held @ The Chamber of Commerce. “Models are cast for the Runway show through a series of casting calls. Each participating store meets with the Creative Director on the overall look and feel of their show and

discusses how the models will be styled, including hair/make up.” Erica stated.

A large eclectic group of both males and female all showed in hopes of becoming “Winter Park’s Next Top Model” and to have the chance to display some of the newest fashions. When asked why she chose this event to audition for, Shelby, originally from Boston, stated “It’s an awesome opportunity for great exposure to be in this show. I always shop in Winter Park anyway, so I thought it would be perfect!” (Laughing) Patrice from Eatonville stated, “I tried out because of the excitement and energy of the crowd is what I feed off of, I tried out last year and hopefully I’ll make it this year!”

Adding to the “style” & “glamour” of PAFW is the sponsorship by

Mercedes Benz. When asked how

businesses get involved, Erica stated, “We have a variety of

sponsor levels, including the “Friends of Fashion”. Sponsorship

levels are designed to provide organizations and individuals with a unique experience during Park Avenue Fashion Week and exposure to the greater community as a supporter

of the event.” With a brand like Mercedes, it automatically

added a “new car shine” to my growing

excitement. Anna elaborated,

“Sponsors bring financial support as well as credibility to

the event. In return we promote their companies to the most fashionable and

motivated shoppers in central Florida. It is a great opportunity for sponsors to participate

and be able to work with the committee to promote their brand in a unique event such as PAFW.”

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