NOLA Fashion Week melds design with business

NEW ORLEANS (AP) — Regional designers hoping to solidify their brands and hopefuls looking for a foothold in the evolving industry are showcasing their talents this week on runways, learning about the business of fashion and making connections with buyers and other professionals as NOLA Fashion Week plunges into its third season.

Andrea Eaton and Nick Landry, who met while helping fledgling designer Matthew Arthur showcase his first collection, developed the event to help up-and-coming designers.

"I've always had a deep love for great design whether that's great fashion or great art," Eaton said. "Little did we know, a year later how big of an impact we'd make."

Initially, their focus was on the glamorous end product — the runway show — but Eaton said they quickly learned nurturing the next Vera Wang or Michael Kors would require much more.

"We definitely want to focus on what happens after the glitz and glam of the runway shows end," said Eaton, who has worked with Aveda for nine years. "We want to find ways to connect designers to factories, to mentor the next generation and help them launch and grow their brands."

To that end, the week has offered novice designers a chance to ask questions of established designers like Suzanne Perrone, a New Orleans-based couture bridal and debutante gown maker whose workshop showed what it takes to open such a business. Workshops also included everything from branding with successful designer Julie Wheat of Cavortress to the ins and outs of fashion illustration with Briana Burgau.

Wheat, of Charleston, S.C., is also presenting her 2012 swimwear collection Thursday. She said this is her first time participating in NOLA Fashion Week but believes such business-focused events are definitely welcome.

"The educational panels during the day are unique and great for the designers," said Wheat, whose background in graphic design and education has helped her created a line for woman seeking "a conspicuously good time."

"I'm extremely happy and excited to be a part of this," she said.

Wheat's line is currently featured in a handful of stores in the Southeast and she said she hoped her exposure in this region would lead to growth and expansion.

"Hopefully we'll get an account or two in New Orleans. It seems like a very colorful and fun place to be that we hope will be really receptive to our brand and what we have to offer. We're all about fun as is New Orleans and hopefully we will fit in," she said.

New Orleans native Jolie Benson, who co-founded Jolie & Elizabeth with Sarah Elizabeth Dewey of Dallas, said their long-range vision fits in nicely with the ideas of Eaton and Landry, who hope to one day establish a fashion business incubator program in New Orleans.

Benson said she and Dewey hope to grow a Southern-based fashion industry that would allow young designers to pursue careers closer to home.

"New York is not for everyone," said Benson, who started her career at Betsy Johnson and then worked at BCBG under CEO Max Azria.

"If we did this anywhere else, it wouldn't be as exciting and fulfilling," added Dewey, who was Benson's intern at BCBG. "We made a promise to keep everything as local as possible and wanted to make a brand that's as unique as New Orleans that would last and stand for something. And we're doing that."

Jolie & Elizabeth showed their collection on Wednesday at a concert and runway show themed, "Where Fashion Meets Music," at the Joy Theater that also featured Blackout by Ashlie Ming and Dope, and bands Royal Teeth, Big History and Baby Bee.

"They're about dressing a Southern lady, but you could see their clothing anywhere," Eaton said of Jolie & Elizabeth, which has a big following as far north as Ohio and west as California with strong online orders from as far as New Zealand

"With this event, we aren't trying to mimic New York or Paris, which has amazing fashion showings. To emulate that just wouldn't be possible. But what we hope will get notice are the pockets of styles from this region and the amazing talent that we showcase here. There's great talent in the South and we definitely think regional markets are an opportunity."

After moving to New Orleans from Atlanta, Eaton said she was excited to be a part of the city's post-Katrina recovery and "of recreating a culture."

"Yes, New Orleans is a small market, but sometimes young designers can get swallowed up by places like New York, a cutthroat place where you have to hustle to get in the door let alone launch a line. Here, Southern hospitality shines and everyone is looking to collaborate with each other while being a part of something new and exciting.