Industry Interview: Owen Geronimo, SFFAMA

San Francisco Fashion and Merchants Alliance

Darlings: How did you first get involved with fashion? More specifically, where does your passion come from to support emerging and independent fashion?

OG: In the late nineties I started a couture line called Firestarter2 and experienced the fashion bug as a budding fashion designer at The Orbit Shows (produced by 21CP). I met a lot of inspiring emerging designers with impeccable craftsmanship as well as a lot of entrepreneurial spirit; accolades are long overdue for them. These emerging artists need to be recognized by exposing their work both online and in public. In doing so, they can start to develop relationships with prospective buyers.

Darlings: You have so many fashion projects underway for the SF community, give us the breakdown!  When did you start planning these fashion events?

OG: I’m really excited about our first event aptly titled The Economics of Art and Design where a panel of local fashion industry insiders speak about their respected fashion repertoires. I’m also in the planning stage of Rock the Runway an annual fashion event benefiting SF Fashion and Merchants Alliance and its members. The Pajama Project is a program where unused clothing or leftover designs from various local designers will be donated to local shelters. Lastly, the huge undertaking of San Francisco Fashion Week is very exciting because the majority wanted to get involved.  We are solely relying on major sponsorships to make SFFW a reality. I feel strongly that these projects will produce valuable results for the public and the participants.

SFFAMA is the grand central of all these projects. SFFAMA is in the process of becoming a non-profit organization. Each member can build their own profile creatively and promote his/her business through SFFAMA. They have the opportunity to interact with other members or get involved with our ongoing projects. Most importantly they are open to share their knowledge and their expertise in fashion. Their involvement could also possibly translate to a operational position in the organization: board of director, group administrator, mentor, advisor, etc.

Darlings: Do you think the independent fashion industry is growing in San Francisco? Do you see public awareness of the industry growing?

OG: Yes, it is growing steadily. I make a point to attend fashion events as much as possible to really gauge this growing minority of the fashion sector. Independent fashion is represented mostly in online media, especially in blogging. It is another extension of the medium. Public awareness is definitely catching on because of the current state of the economy. The consuming public is looking for ways to spend their money in very practical means not only locally but across the board. The emphasis of sustainability is also present and I think the public is very keen on this concept.

Darlings: How can a designer get on the runway at one of your shows or get featured at one of your events?

OG: Mail a cd-rom of their work with their mission statement, and a resume that provides their background or history of their work but it is not required. As long as the line of work is very cohesive I will try to get them booked one way or the other. It also depends on which event they are submitting for, due to the event theme or aesthetics.

Darlings: There is so much to think about when planning a fashion show, what is the most important thing you have learned that you can share with us.

OG: A well choreographed show is always the goal. Execution to attain a continuous flow is crucial within a stage show, and music is also a key element that sets the mood. Bottom line is having a professional crew, from the make up artist to the hairstylist than can implement the designer’s vision. And of course, always enjoy the moment – have fun while doing it.

Tagged as: designer, emerging designer, fashion, independent, San Francisco, SF, SFFAMA, shopping