When New York puts on Fashion Week, the name of the game is couture — high-end one-of-a-kind fashions working the runway while celebutantes and fashion moguls gaze on behind shaded rims. Attendees don 4-inch heels to stumble from limos into runway-side seats and quibble discreetly over skirt length. The rules are set, the ideals rarely met, and the money shelled out generally feeds the big business of fashion as opposed to the designers themselves.
But, like everything else in Alaska, when Juneau plays host to an evening of fashion, all the rules fly out the window.
From Wearable Arts to Governor’s Galas, if the trend is heels and maxi dresses, you can guarantee several pairs of ‘Tufs and a hoodie or fleece will be in attendance looking pretty darn adorable. So when the Alaskan Brewing Company’s downtown retail store, The Depot, decided to throw a fashion show, they knew they had to mix it up.
“No Umbrellas: Real Fashion for Real Alaskans”, debuting at 6:30 p.m. tonight at the Juneau Arts & Culture Center, embraces a little bit of every side of the fashion equation. From boots and tees to heels and jackets, high-end to handcrafted (full disclosure: some of those handcrafted wares are made by yours truly), and every walk of model found in Juneau, there is sure to be something for all Alaskans in attendance. And, in true Juneau style, all proceeds from ticket and beer sales go into the coffers of a most worthy “big” business: Hospice and Home Care of Juneau.
“We were really looking for a way to give a boost to downtown businesses that are open year-round, and our COO, Linda Thomas suggested a fashion show,” said Christy Ciambor, marketing representative at the Alaskan Brewing Company Depot. “It all came together from there — Fashion Show, fundraiser for Hospice & Home Care — a number of downtown shops jumped on board and now here we are!”
So, what does one wear to an affair of this caliber in the capital city of Alaska?
“People should come as they are - that is true Juneau fashion,” Ciambor said.
Since the event is brewery-sponsored it will be 21 and over with a full beer garden and catering from Abby’s Kitchen. Not to be outdone by NYC, there are added features to this runway show.
“We’ve got a fun half-time show by the Juneau Rollergirls, some lovely organic treats from NYR, incredible music by DJ Manu, its going to be a relaxed, fun night plus we invented two beer cocktails people can try!”
With more than 30 businesses donating, volunteering and participating in some way, this event is sure to be a bit different than your average New York fashion show.
But at the very least there will be three guarantees — there are no rules, ideals are indefinable, and the money goes to a great worthy cause. All in all a win-win for fashion.