[ Photos by Jennymay Villarete ]

ROGUE began a men’s collection of updated classic outerwear with downtown influences. Built around the lifestyle of New York based designer Jimmy Reilly, the casual masculine leather and cloth outerwear collection rapidly gained prominence in top retail stores across North America. For more than a decade Rogue’s distinct identity, fit and market leadership inspired its designer to further develop the vision. In the Autumn of 2009, the scope of that vision was realized in the expansion of the brand as a contemporary men’s lifestyle collection. New categories include washed and wired woven shirts, soft comfy knits and tees, chunky sweaters, warm vests and creased slim pants. The A/W 2011 season will mark the launch of a footwear collection for the brand. READ PRESS 

[ Photos by Jennymay Villarete ]

Jennifer Schmidt was born and raised in Salinas, CA.  I attended CSU, Sacramento and majored in Apparel Marketing and Fashion Design.  While attending college, I designed for several local and school fashion shows.  Once I graduated CSU, Sacramento, I knew that I wanted to focus on fashion design, so I decided to go to grad school at the Academy of Art in San Francisco.  During the three years of attending the Academy of Art, I learned more than I ever could have imagined.  Since I have graduated the Academy of Art, I have been freelance designing and working on my own collection.  In March of this year, I made my debut at the ‘Gaultierize Yourself Fashion Show’ at the De Young Museum to celebrate the Jean Paul Gaultier exhibit and looking forward to more opportunities.  “Live, Love, Create”.

[ Photos by Jennymay Villarete ]

Audrey Szeto is an artist and designer inspired by the intrinsically unique nature of each individual. She is always fueling her curiosity through the emotional and sensory responses of personal experiences as well as the recollection of memories. Whether through texture, weight or the feeling of constriction or exposure, each piece is about the process of transforming her ideas and sharing them with another. “The Safest Way to be” is a collection of garments inspired by methods of protection and self-preservation. Whether through suggestion of aggression or ritual practice, there is a connection between the physical and psychological that affords security and empowerment to the wearer. The emotional responses of the audience additionally become part of the story, as one cannot exist without the other.

[ Photos by Jennymay Villarete ]

San Francisco based fashion store with the latest styles and upcoming trends. JYJZ is located on the 3rd floor of San Francisco Westfield Mall (on the Nordstroms side next to Teavana and Victoria’s Secret).

[ Photos by Jennymay Villarete ]

Scott Ian McFarland is originally from Arkansas, Scott Ian McFarland grew up picking up fabrics for his mother’s quilts. After a BFA in sculpture he came to the Academy of Art in San Francisco, to pursue art further. He evolved towards fashion knitwear in order to create “wearable sculptures”. He graduated in 2009 with a MFA in Knitwear and his men collection was shown at the New York Fashion week. In parallel of his personal projects, he has been working in knitwear department of the Academy of Art since 2010. He is currently preparing to launch his own knitwear line. 



SFFAMA, Inc and Astro Studios present the SF Design Week 2012 Runway Show & Fashion Presentation. This is the first year that AIGA SF is incorporating fashion within the weeklong event. It is also an event to raise public awareness of the impact that fashion and design have in the San Francisco Bay Area. The runway show featured fashion retailers ROGUE and JYJZ and local emerging designers AUDREY SZETO, JENNIFER SCHMIDT, and SCOTT IAN MCFARLAND. Creative Direction by Owen Geronimo. Thank you to our Sponsors: 360 Fashion Network, AT&T 4G LTE is Mobile Connection, Cheat-A-Little Catering, Fizz Marketing, Hip Swap, IZZE Sparkling Juice, Smart Energy Shots, The San Francisco Institute of Esthetics and Cosmetology, Inc. (SFEIC). And, most of all THANK YOU to all the wonderful models and our industrious volunteers.