VCU Department of Fashion Design and Merchandising: first annual Media Preview Night

The Annual Juried Fashion Show is unanimously celebrated as Virginia Commonwealth University’s Department of Fashion Design and Merchandising longest running and most anticipated event of the academic year. Wednesday evening, the Department hosted members of the local press and media inside a converted classroom of the Pollak Building’s fourth floor at their first annual Media Preview Night.

March 22, 2012; 1:41 PM • by Brian McDaniel

The Annual Juried Fashion Show is unanimously celebrated as Virginia Commonwealth University’s Department of Fashion Design and Merchandising longest running and most anticipated event of the academic year. Wednesday evening, the Department hosted members of the local press and media inside a converted classroom of the Pollak Building’s fourth floor at their first annual Media Preview Night.

Light refreshments were served as footage of last years show was projected on a wall and inspiration boards and pictures from previous shows embellished the room. The Media Preview Night provided the opportunity to introduce this year’s annual juried show, “RAW,” as well as meet the hard working fashion merchandising and design students that turn the vision for the show a reality.

Danielle Ashe, senior fashion merchandising major and director for the show, began the formal presentation portion of the evening, introducing the concept of RAW. Ashe explains, “RAW goes back to the basics of fashion: construction and pattern making,” and provokingly answers the question, “What is the DNA of fashion?” For the third consecutive year, the stunning Louise B. and J. Harwood Cochrane Atrium of the acclaimed Virginia Museum of Fine Arts will be the backdrop for the show.

The production of RAW and previous fashion shows is a result of an extensive inter-collaborative process within the School of the Arts at VCU. Interim Chairperson of the Fashion Department, Donna Reamy, describes RAW as the “ultimate culmination of learning” for all students involved in the show’s production. Fashion merchandising majors take a yearlong elective 3-credit course focusing on every aspect of producing a successful fashion show including: promotion, coordinating with the venue, and model preparation. Fashion design majors create original pieces to be included in the eclectic segments of RAW, which include “resort,” “eco-centric,” and “hip-hop.” The latter segment will explore the influence of pop culture on fashion in a lively manor. Lastly, students in the graphic design program can electively enroll in “Design Center,” a class that produces the cohesive design elements and branding for the show.

To ensure the absolute best work from the junior and senior design majors of the program is on display, a special 11-member jury consisting of esteemed fashion industry professionals have the difficult task of reaching the final decision. As this is her final year, senior Jasmine Harrison plans to submit six of her completed pieces to the jury, including her diagonal and vertical stripped cocktail dress with removable studded bolero, which was on display. Fellow senior Brittany James and junior Krystal Vaquerano also displayed original pieces and described their inspiration to the crowd of media in attendance.

Last year’s tickets for the Annual Juried Fashion Show sold out in a recording setting 6 hours and it was no surprise why. Tickets for the May 6th Annual Juried Fashion show will go on sale April 2nd at 8:00am and can be reserved by calling the fashion department at (804) 828-1699. Every year the show sells out more quickly than last, and Interim Chairperson Donna Reamy attributes this to the collaboration between the extraordinary conceptual skills of the design students and the flawless production of the merchandising. Based on the amazing work of everyone involved in this years show, RAW is sure to follow in the path of the highly admired shows of the past.

— ∮∮∮ —

Tickets are $50 Runway seating, $35 Preferred seating, and $25 General Admission. Visit www.arts.vcu.edu/fashion and facebook.com/VCUfashion for more info.

March 22, 2012 1:41 PM 6