Scott Ian McFarland Preview
I’m really excited to be working for San Francisco designer and Fashion Weeker Scott Ian McFarland. Formally a sculptor, Scott’s knitted works represent a kind of structural genius; intricately intertwining various fibers (like lace and denim into cotton and wool) with astonishing techniques. Although Scott’s pieces have been shown at New York Fashion Week, it is now that he plans on furthering his design work with the goal of sustaining himself fully with a career as a designer.
Many tasks were put in place to give the public (and wholesalers) an intro to his goodness. When Scott had contacted me for PR help he was already ahead of the game with a gorgeous lookbook shot by the talented Melvin Harper. To accompany the book I designed linesheets, looksheets, flyers, and other marketing and sales collateral.
Although we were active in contacting local and international press, we decided to embrace our local fashion community by introducing the line formally and intimately to SF Bay writers, bloggers, photographers, and buyers. We also wanted to have time with these people prior to our SF Fashion Week show later that week since that event did not offer a formal press/buyer invite and we weren’t sure if we would have time to interact after the craziness of a runway show. In order to have good, genuine time SF Fashion industry folk I began coordinating an event that would do just that – connect press and buyers with the collection- by producing a small “Scott Ian McFarland Runway Preview”.
The event was a huge success as it offered press and buyers to touch the fabrics, feel the yarns, and try on the garments live. We also hired three models that posed in Scott’s designs and were available for “dress-up”. I think the bloggers definitely got a kick out of choosing what pieces they wanted the models to wear for their photographs. With catered refreshments and bites as well as some deep beautiful tunes from DJ Mssngdgts we were able to set a nice ambience for people to sit, sit or stand amongst each other, and engage in conversation. It was also located in SOMA which was a nice central point in downtown San Francisco where city dwellers could easily hop out of work and drop in.
Here are some photos of the event shot by photographer Melvin Harper.