Steven Anderson (LaPosh Salon), Ben Chmura (fashion designer), Nancy Vaughn and Andrew Ashton, LaPosh Salon

My firm had two weeks to put together a viewing party event (think watching TV with a bunch of people in a fancy place) for a fashion designer. Needless to say, its been a little hectic.

With everyone focused on the New Year and new beginnings, a great deal was already going on and many people were booked with prior commitments on the night of the event. Nonetheless, this kind of last-minute event planning worked because of the variety of relationships and connections White Book has established throughout the years as well as a bit of creative ingenuity. In order to pull this off we had to rely on our network – as soon as we found out that the party was a go, we got to work. From drink sponsors to photographers, we were able to pull everyone together to help spread the word and kick in for a great event, and by the time we were able to begin external PR, we already had 45 RSVPs and things were moving along nicely.

Here are a few tips to help you pull off a similar shindig of your own.

Pick up the phone

This is not the time for email. We immediately reached out to previous event partners and people of interest in the community to let them know “something” was coming. Since we had communicated with these individuals on previous occasions we were able to give a minimal amount of info (which is all we had at the time!), but that was ok because our contacts knew we could be counted on to follow up and keep everyone informed as more info became available.

Make a list

No time to create a full strategic event plan. Instead we improvised with a make-shift project schedule and jotted down all of the different components required to produce a successful event – things  like the venue, monitors (for viewing) and drink specials (for sanity). We categorized everything into “urgent and important” and “important but not urgent.” Everything else could wait.

Recycle

We reviewed decor used at other events (ours and others), banners, flyers, etc. that could be re-purposed appropriately for  our event.

Call in the troops

We asked for help. With only two weeks to plan and promote, this is where relationships come in. We all understand the value of networking with others within our areas of interest ~ to cultivate relationships, share ideas and receive feedback from “insiders” but it is equally important to make connections outside of the industry. Especially if you need to hop through hoops and your peeps are busy!

Conclusion

Like any event, you have to be prepared for the unexpected. We were only expecting 120 attendees, we had over 250. At the last minute we realized that the mini-Bose speakers weren’t going to get the job done, so we hooked up the deejay’s large speaker to be able to project the audio from the screen. We had fabulous raffle giveways from our vendor partners, including a $500 jewelry and make-up basket from celebrity stylists, Andrew Ashton and Steven Anderson of Andrew Ashton of LaPosh Salon, plus great items from Hpnotiq, Art Institute of Tampa, and New Identities Salon. In addition, several media partners attended and we received post-coverage from the Tampa Tribune and tbt*. The viewing party was a hit – happy client, happy guests…in less than two weeks.

Images are courtesy of Carrie Wildes Photography (www.carriewildes.com)

I have rarely seen a more successful fashion event in San Diego than Friday night’s VIP Launch party  at the UTC mall. Many thanks to Heidi Hageman, President of H2 Public Relations for putting out the San Diego fashion blogger call (yes, there are a few of us!) on Twitter and following up with me to secure attendance.

The event was beautiful and chic, with lovely tray pass appetizers and some sort of chocolatey mousse thing in a martini glass. There wasn’t the standard press table check in, and the go-t0 PR girls in black with clipboards were nowhere to be found, so I wasn’t able to follow up directly with Heidi for a formal introduction to the celebrities of the evening – Laura Bennett and GOGA from Project Runway. No big deal however, after wandering about a bit, I got my courage up and just plopped down next to Laura and got to it!

Laura Bennett, Crosby Noricks, photo by Nacole Gray

For a quick update, Laura isn’t designing, but she is writing for The Daily Beast, and  working with FOX on a pilot based on her new book, Didn’t I Feed You Yesterday?: A Mother’s Guide to Sanity and Stilettos. We spoke about her continual focus on the Big Idea, and about how the expression or manifestation of the idea may come through – architecture, fashion, or writing -  it depends on the best way to carry out and express that idea. In discussing the influence of fashion blogging, Laura said she used to get a kick out of reading negative things about herself, that “the harsher they are the funnier it is,” and admitted a current weakness for Gawker and other gossip blogs. In terms of research, she focuses on Style.com and also enjoys checking out Modelinia – noting that models are really “the ultimate fly on the wall.”

Modelinia, also a part of the Style Tour, had several mini notebooks set up for attendees to take a quick style questionnaire. After getting my results, I went in to have a one-on-one style consultation with celebrity stylist Laura Solin-Valdina. We had a great time picking out a “date” outfit for me, both being surprised at how much we loved a blue and black striped skirt from the Gap. Laura paired it with gray top with a textured front from The Limited, accessorized it with a braided metal belt worn as a necklace from Charlotte Russe (not online), several sets of bangles, a zipper belt from The Limited that was pretty fanatstic, gray booties from Charles David and a studded shoulder strap purse from Forever 21 (not online). It was a look I could absolutely see myself wearing and best yet, if I go back this weekend, I can grab that skirt at 25% off. Thank you Westfield.

The night ended with a preview of the Spring 2010 Collcction by GOGA by Gordana who is on the current season of PR and, who just opened a new store here in San Diego on Market St. Gordana had great presence and had me smiling as she as she walked us through the collection, reminding us that “when you are kind, you are already fashionable,” and noting that she must have been a seamstress for a Queen in a past life because of how much she loves silk organza, which she texturizes and dyes. My favorite piece had to be the white strapless gown made of leather flowers – a dress, Gordana explained, was quite the labor of love and not to be replicated any time soon! I also snuck in a quick interview for NBC with fashion blogger and friend Nacole Gray of RichSkinnyPretty for Michelle Guerin of DiscoverSD.

Many fashion bloggers operate as islands. Sure, we check in with one another through Twitter, Skype and blog comments, but much of the actual business of blogging takes place on our lunch hour or burning the midnight oil in our Betsey Johnson pajamas, listening to Otis Redding or one of Gala Darling’s Love and Sequins podcasts, occasionally wondering what it’s all for (or maybe that it just me!). There is no busy newsroom to keep us on task, no impromptu coffee breaks to dish over the latest episode of Gossip Girl, and depending on where you are stationed, few people to exclaim, with just the right amount of enthusiasm, about your latest stroke of brilliance, or brand new patent leather booties.

Nadia/The Fashion VisionBoard Girl; Jennine/The Coveted/IFB

Jeannine Tamm deserves petticoat twirls and accolades for her work conceiving of and creating the Independent Fashion Bloggers online community. A mostly one-woman show, Jeannine has created a place where bloggers can share information through forums and reap the benefits of posts like “What do companies look for in a blog,” and “Defining & Publicizing Your Blog’s Advertising Policy.” In addition to providing useful content, Jeannine also created Little Birdie, a HARO-style service designed to connect fashion PR agencies with bloggers.

Held at Broadway East, Photo by Anthony Tilghman

The IFB Dress Up Soiree, held during fashion week this past Monday, was one of the most remarkable (and stylish) events I have attended in recent memory. Not only because of the killer killer line-up of panel speakers including Susie Lau of Style Bubble and Tricia Royal of Wardrobe Remix/Bits n Bobbins, but because how strongly the fashion blogger community came out in support of each other, and the palpable energy from our collective enthusiasm at being all congregated in one single place, dishing and gabbing with each other In Person!

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