Photos By: DEL GERONIMO Fashion Design By: ZOE HONG. THANK YOU TO ALL OUR MODELS: Amanda, Catie, Caitlyn, Claire, Faith, Havsa, Karla, Mallory, Maria, Monica, Nicole, Sandra, Shai, Zoe . THANK YOU to the styling crew of SFIEC .

PROJECT SAN FRANCISCO is an annual runway event that serves as a platform for recent graduates and alumni from fashion schools and universities. This event will showcase their collection as recent graduates embarking in their prospective career in the fashion industry. This year’s event is also a benefit for Dress For Success & San Francisco Fashion And Merchants Alliance. Presented by: Eventbrite.

Fashion Production By: SFFAMA & (Creative Director) OWEN GERONIMO

PROJECT SAN FRANCISCO was "Sold Out!"

  • TRENDING: #PROJECTSANFRANCISCO @ Twitter (02/18/2011)

(Photo By: Eventbrite)

(Photo By: Eventbrite)

(Mobile Upload By: Mira Torres)

(Mobile Upload by: Jacyn Siebert)

(Mobile Upload By: Mario Esco)

(Photo By: Zoe Hong)

(Photo by: Del Geronimo) More photos to come….

Model: Monica (Photo by: The Falco) More photos to come….

Monica: Faith, Mallory, Karla, Monica (Photo by: The Falco) More photos to come….

PROJECT SAN FRANCISCO is an annual runway event that serves as a platform for recent graduates and alumni from fashion schools and universities. This event will showcase their collection as recent graduates embarking in their prospective career in the fashion industry. This year’s event is also a benefit for Dress For Success & San Francisco Fashion And Merchants Alliance. Presented by: Eventbrite. Fashion Production By: SFFAMA & OWEN GERONIMO

PROJECT SAN FRANCISCO Mobile Uploads


Mobile Upload by: Jacyn Siebert (Segment: Revelation by: M.E.)


Mobile Upload by: Jacyn Siebert (Segment: Nneka)

Mobile Upload by: Jacyn Siebert  (Segment: Zoe Hong)

PROJECT SAN FRANCISCO is an annual runway event that serves as a platform for recent graduates and alumni from fashion schools and universities. This event will showcase their collection as recent graduates embarking in their prospective career in the fashion industry. This year’s event is also a benefit for Dress For Success & San Francisco Fashion And Merchants Alliance. Presented by: Eventbrite. Fashion Production By: SFFAMA & OWEN GERONIMO

ZOE HONG: 'Oscars Designer Challenge' Contestant Headlines 'PROJECT SAN FRANCISCO' at The Summit 02/17/2011

(Photos By: ALEXANDER JACOB)

    SFFAMA Members Join 'The Voicebox' @ 7Live KGO (ABC) TV


    Find more photos like this on SFFAMA: Fashion For The People

    (Mobile Upload by: Natalie Perez)

    SFFAMA crew: Alexis Dominge, Darien Bamdad, Eric Glaser, Ethel M. H. Reddy, Jonathan Rowe, Kenneth Todd, Kyla Phelps, Natalie Perez, Zoe Hong & Owen Geronimo. Photo taken with 7Live crew: Brian Copeland, Lizzie Bermudez, Jennifer Jolly & Rachel Wyatt with actor/comedian, Christopher Titus.


    ZOE HONG, a local designer and SFFAMA member headlining ’PROJECTS SAN FRANCISCO’ on February 17, 2011 at The Summit, talks about her participation with ’Oscars Designer Challenge 2011.’

    Faces of PROJECT SAN FRANCISCO

    • WHEN: February 17th, 2011. Thursday. Door Opens at 6pm
    • WHERE: The Summit, 780 Valencia Street, (18/19th), San Francisco 94110
    • GET YOUR TICKETS HERE

    SFFAMA Joins The Voicebox LIVE @ 7Live (ABC-KGO TV) 02/16/2011

    • SFFAMA Joins The Voicebox LIVE @ 7Live (ABC-KGO TV) 02/16/2011

    Provoke. Engage. Entertain. 7Live will engage viewers in real-time candid conversations about the people and things making news. The studio audience will have the opportunity for their voice to be heard, to express unfiltered views on the day’s most provacative topics and become part of the conversation.

    • WATCH the ’SFFAMA’ Team, as part of the TV audience on Wednesday, February 16th, 2011, 3-4PM
    • GET YOUR ‘PROJECT SAN FRANCISCO’ TICKETS HERE

    Seen @ FASHION FEUD 2011, Round 2, Rickshaw Stop, 02/08/2011


    Find more photos like this on SFFAMA: Fashion For The People - Photos by: STEVE HAN



    Find more photos like this on SFFAMA: Fashion For The People - Photos by: STEPHEN SUN

    (Photos By: MARK THOMPKINS)

    (Photos By: ALEXANDER JACOB)

    PROJECT SAN FRANCISCO 02/17/2011 @ The Summit

    • WHEN: February 17th, 2011. Thursday. Door Opens at 6pm
    • WHERE: The Summit, 780 Valencia Street, (18/19th), San Francisco 94110
    • GET YOUR TICKETS HERE

    e-Interview: Owen Geronimo Fashions Frisco (SFFAMA's Founder Chats with The Chic Spy)

    Source: Mignon Gould/ The Chic Spy


    (Photo courtesy of Owen Geronimo)

    San Francisco — If you frequently haunt fashion events in San Francisco, whether it’s a fashion show or industry mixer; you’ve probably attended a San Francisco Fashion and Merchant Alliance (a.k.a. SFFAMA) event or met the organization’s founder, Owen Geronimo. SFFAMA, a non-profit organization that supports a thriving fashion industry in the Bay Area, offers a cornucopia of social-networking events from San Francisco Fashion Week to Fashion Feud.

    Congratulations to Krisztina Lazar. Winner of FASHION FEUD 2011 Round 2

    (Photo by: Diana Li/ Bare Magazine)

    ~ Model: Caitlyn Randrup strikes a pose with the winning design by Krisztina Lazar at ’Fashion Feud 2011, Round 2’.

    (Photo by: Stephen Sun)

    ~ Judges: Laura Robblee of Alley Collection & Adelle McElveen of Fashionista Lab

    Local Fashion: More than Socks with Sandals (SFFAMA's Founder Interview with The Bay Citizen)

    By Michael Braithwaite, Ironing Board Collective (Source: The Bay Citizen)

    SF Fashion Week founder Owen Geronimo says the Bay Area has plenty of style — and he’s working to cultivate it.

    A few months ago, a New York Times article by Guy Trebay about San Francisco fashion (or, more specifically, the lack thereof) raised my hackles a bit. Articles and opinion pieces about the Bay Area’s subpar fashion scene abound, but little is written about what we do well and how we can do it even better.

    OwenGerominoSFFAMA founder Owen Geronimo

    San Francisco’s fashion community is growing quickly. Stores featuring primarily local designers are popping up all over San Francisco and the East Bay: Union Square’s Shotwell carries two floors’ worth of drool-worthy designs produced mainly by local talents, and the SF-born and -bred House of Hengst recently received a flurry of press — although sadly, most of the attention was because they moved to New York.

    [There’s also Project San Francisco, an annual runway show made by locals, on Feb. 17 –Ed.]

    So, on the eve of New York’s semiannual Fashion Week (which runs Feb. 9-17), The Bay Citizen approached Owen Geronimo, creator of the San Francisco Fashion and Merchants Alliance, or SFFAMA, and producer of San Francisco Fashion Week, about the current state and future of San Francisco’s fashion scene. He had a lot to say about how San Francisco can build a strong local fashion economy that works well for designers, merchants and the fashionably independently minded citizens of our fair city.

    WHAT: PROJECT SAN FRANCISCO 
WHEN: February 17th, 2011. Thursday. Door Opens at 6pm
WHERE: The Summit, 780 Valencia Street, (18/19th), San Francisco 94110
Collections By:  ELIZABETH KAY,  KARINA CASTREJON, NNEKA,  REVELATION BY M.E., ZOE HONG  
Je…

     WHAT: PROJECT SAN FRANCISCO  WHEN: February 17th, 2011. Thursday. Door Opens at 6pm WHERE: The Summit, 780 Valencia Street, (18/19th), San Francisco 94110 Collections By:    KARINA CASTREJON,  NNEKA,  REVELATION BY M.E., ZOE HONG   Jewelry Designs: By: BRIGHTLIGHT DESIGNS & MS. BELLEZA Styling Team: San Francisco Institute of Esthetics And Cosmetology EVENT DETAILS: PROJECT SAN FRANCISCO is an annual runway event that serves as a platform for recent    graduates and alumni from fashion schools and universities. This event    will showcase their collection as recent graduates embarking in their    prospective career in the fashion industry. This years event is also a    benefit for Dress For Success & San Francisco Fashion And Merchants Alliance. Presented by: Eventbrite. Fashion Production By: SFFAMA GET YOUR TICKETS HERE

    • WHEN: February 17th, 2011. Thursday. Door Opens at 6pm
    • WHERE: The Summit, 780 Valencia Street, (18/19th), San Francisco 94110
    • GET YOUR TICKETS HERE

    LoveSick4 Runway Fashion Show in San Francisco on Valentines Evening 2011. Directed by Amos Kim and Alexandria von Bromssen. Cinematography by Juli Lopez. Edited by Amos Kim. Couture by Alexandria von Bromssen. Hair and Makeup by Pigment Cosmetics. Video Produced By: Alexandria von Bromssen. Special thanks to Yee Chan, Paul Gutierrez and 007. Visit www.lovesick4.com.

    Fashion Career Advice by StyleSalt: Adding embellishment to your designs: Wanna be a fashion designer series

    by Misty Huber  

    A few special details are where you can really add personality to your pieces. Practice constraint, however, and always start with a design plan in mind to keep your design from looking amateurish.

    • Buttons


    For ultimate effect, choose unusual or interesting buttons, they give clothing a more couture look. You want thread that will either match the clothing or the button.  Cut off about 15 inches of thread, and place your button where you want it to be sewn on. Thread and knot your needle, then push your needle through the back of the garment, up through the button hole, so that the knot is on the underside of the button.

    After you’ve pulled it all the way through, push the needle back through the opposite buttonhole and down back through the garment. Repeat this several times to be sure you have enough thread to hold the button steady.  On the last pull-through, double knot the end, again on the underside of your fabric.

    • Sequins


    Use a metallic thread that matches the sequin color, then knot the end and pull it through as if you were sewing on a button (see above). The only difference is that you won’t be able to bring the thread through as many times, two or three times maximum. If this seems like too much work, look for thread that already has sequins attached to it. Add sequins of different sizes, but in the same color family. Make it original by doing an ombré color theme.

    • Crystals, rhinestones and mirrors


    The Bedazzler may have taken some heat in the past couple of years, but adding some sparkle to your designs can actually inject major drama. The wrong answer is to add rhinestones of a rainbow of colors haphazardly to your cat sweatshirt. These items belong on going-out and evening wear, and there are few exceptions.

    Choose embellishments that have a flat back, and essentially you can just glue them on with fabric glue. If the crystals or mirrors are beads, meaning they have holes on either side, you can also handsew them on, just see below in the beading section.

    • Beads and pearls


    Because beads are so small, it can be quite time-consuming to add them individually, which is why beaded garments can cost so much. You don’t want to have start over on this project, so start by drawing a pattern on tissue paper so that you can transfer it to the fabric (can pin the paper directly to the fabric) so you know exactly where you’re putting each bead. When you’re done, you can just gently tear the tissue paper off of the fabric without damaging a single stitch.

    Start with about 24 inches of thread. Even if you have more than a few beads you are putting on at a time, so you can remember to keep tying them off. Knot it at the end, and then pull the needle through the underside of the fabric, through the bead, out the other side, and back through the garment. If beads are close together, you can come right back up from the back and go through the next bead. Finish by double-knotting the thread again on the underside of the fabric.

    Make it original by looking beyond glitzy beads into items that people could have for daywear, such as wooden models.

    • Appliqué


    Cut the appliqué piece if needed, and sew the edges if necessary to give it smooth borders. Place the applique where you want it to go, and then either sew it with a sewing machine or do a straight hand stitch. You may need to use a denim needle if your appliqué is thick, such as embroidered lace. Use a thread that matches the appliqué.

    If you want the look without stitches, for example if you are adding flat material to flat material, you can also use fusible web, which is similar to a tape, that will melt pieces of fabric together when ironed, and you can do this directly onto the garment.

    Make your appliqué original by adding two pieces of fabric over top of each other, or topping with beading or other embellishment.

    • Embroidery


    Don’t think of this as grandma stuff, you can embroider any design (as whimsical or avant-garde as you choose) with this easy method. Just draw your design on a piece of tissue paper using colored pencils to designate where thread color changes. The trick is that you need to draw the mirror image of how you want it to appear on the front of the garment.

    Pin the paper to the underside of the garment—on the opposite side of the fabric where you want the design to appear. Stitch directly over top your drawn lines, I suggest a split stitch. When finished knot your thread on the underside of the garment. Gently rip the paper away to reveal your design!

    FASHION FEUD Round 2. Buzz Around The Web

    • Style Wylde (Media Partner in NY now to cover NY Fashion Week)

    Open Calls & Castings

    PEN CALL for 25 ‘real’ female models for the Give Back Gala taking place on April 2, 2011.

      image of Give Back Gala Model Call Jan 24 2011

      The model call will be held on January 24th, at 7:00PM at FIDM in San Francisco. If you’re interested (no previous experience necessary), please email nicole@stylebust.comCONTINUE READING... 

      • Experienced Hair Stylist at Edo Salon. 

      We are a creative, dynamic, award-winning space in the Lower Haight searching for a new stylist. Great location, Best in Bay award-winning reputation, Bumble exclusive, lots of walk by traffic, diverse clientele, an ongoing education program, and friendly stylists and management. We cater to a long list of local celebrities and beauties and pride ourselves on having loyal customers and great service. We pride ourselves on being a loving place that allows people to flourish and grow both professionally and personally. We are looking for an easygoing, talented and EXPERIENCED hairstylist with a great eye for detail who is looking to work on a commission basis. You must do both Color and Cuts. We would prefer for you to bring your clientele but it is not essential if you are creative, professional and warm enough to build your own here. CONTINUE READING…

      • The Urban Darling Closet Audit Challenge.

      How many times have you stood in your closet, frustrated, angry, possibly wishing you had a blow torch to let it all go up in flames? We’ve been there and we have the solution.

      We invite YOU the fashion challenged, the style lost, the wardrobe despondent – YOU the tired and disheveled: we want a video of you in your closet. You will receive real answers, for real people, from the wardrobe stylists at Urban Darling. CONTINUE READING… For more OPEN CALLS, visit HERE

        LoveSick 4 2.14.11

        Lovesick 4. If the third time’s the charm, then LoveSick 4 means all hope is lost. The shopping malls and street corners are filled with the heady aroma of flowers and chocolate, but to those of us that are sick of love, it smells like ashes. Don’t give in to despair just yet. If you’re burnt out on romance, come reignite for just one night.

        Wash away the taste of regret with booze from the cash bar, drown out the sound of your self-pity with music from DJ Martin Collins and a live set from the Goldenhearts. There will also be a small trunk show. The light that burns burns twice as bright lasts half as long, so come to LoveSick 4 for one night of glorious conflagration.

        Featuring designs from Alexandria von Bromssen, Tamo Designs, Silver Lucy, My Dirty Dishes, Miss Velvet Cream, RAG-DOLL Designs by Larissa Verdussen, Ms G Designs, Fluidance , Pace Clothing & Jasmin Zorlu Millinery. Doors open 7 pm. Festivities commence at 8 pm. The runway is at 9.15 p.m.

        VENUE: 111 Minna SF. GET YOUR TICKETS.