Shifting the Digital Marketing + Technology Mindset to Harness the Power of an Integrated Approach

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On Thursday night 10.22.09, Girls in Tech Portland (GIT PDX) hosted an event for inspirational speaker, Katherine Durham, Vice President of Marketing, Imaging & Printing Group, Americas, Hewlett-Packard. The event started off with social networking among women with backgrounds in technology who reside in Oregon. We had a great mix that included engineers, developers, social media specialists, marketing and PR professionals, entrepreneurs and others. The evening ended with a great presentation and Q&A during which Katherine shared her passion for the HP business and connecting with end users.

Katherine started off by sharing her background and then quickly dived in to how to shift the digital marketing and technology mindset to harness the power of an integrated approach. With constantly emerging digital trends and a new media-mix landscape, how does HP harness these trends and measure success?

Effective marketing has remained the same for years: connect the right customers with the right message at the right time and in the right place. What’s changed is that consumers are spending more and more time connecting through social networking, video and mobile.

In fact, consumers are now devoting more time online than to any other media, averaging a total of 14 hours/week or more. This amounts to more than 40% of their free time. In the last year, microblogging and social media sites such as YouTube, Twitter, Facebook, Wikipedia, Blogger, Baidu and more have exploded in popularity. Video and mobile technology trends all continue to point up. There is huge opportunity if you look at total media consumption vis-a-vis the total U.S. advertising spend.

HP concentrates on maximizing the cross-channel shopping opportunities online, in-store and via advertising. This creates a synergy that delivers results.

Take “Pioneer Woman,” one case study in success. The campaign features Pioneer Woman, a blogger with a growing following. HP reached out to her niche audience by having Pioneer Woman show how she incorporates HP solutions into her life. By leveraging this already-existing social community, they were able to bring more credibility to the message, in that the audience is not being told what to do, but is having information shared with them.

One key takeaway from the HP social networking presentation was how important and effective it can be to find ways for your brand or business to share and collaborate in the social media space.

Katherine closed with a few takeaways:

  • Digital AND social media are the future…how do they work with and impact other assets?
  • Use the data AND trust your gut if you have a good compass (or get someone who does)
  • Leave enough room for innovation AND experimentation
  • Traditional AND emerging measurement are both important

Thanks to 24Notion for the event sponsored. As well as for everyone who attended the lecture. For more info about Girls in Tech Portland, check out our Facebook group

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Oregon Entrepreneurs Network Venture Northwest 2009

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Oregon Entrepreneurs Network Announces Presenting Companies for Venture Northwest 2009

Eleven emerging and growing companies to present to venture investors from across the US on October 29 at event in Portland

The Oregon Entrepreneurs Network (OEN) announced the selection of 12 companies that will present at OEN’s Venture Northwest 2009 to be held October 29, 2009, at The Nine’s Hotel in Portland. The companies selected to present at OEN’s Venture Northwest in the past have gone on to raise over $1.3 billion in venture funding the since 1997.

The companies were chosen by a panel of venture capitalists, investment bankers, institutional and angel investors and professional service providers chaired by Brent Bullock, a partner at Perkins Coie LLP in Portland.

The event will also feature success stories from the Northwest including: how Mentor Graphic’s co-founder, Dave Moffenbeier raised over a quarter of a billion dollars of startup capital in Oregon; how Tripwire’s Jim Johnson has successfully built a sustainable technology business, at scale, in Oregon and how Keith Oelrich took Insight Schools, Inc. from rags to riches in 15 months and found liquidity in a tough environment. Steve Wynne formerly of adidas Inc. and Fila will also share insights on the commonalities between elite athletes and entrepreneurs and Ron Schmitz, CIO for Oregon will discuss the current investment climate, and where startups and venture capital stand.

The companies selected to present at OEN’s Venture Northwest are:

Advanced Inquiry Systems – www.advancedinquiry.com Hillsboro, OR
Advanced Inquiry Systems, Inc. (AISI) is revolutionizing semiconductor test, helping our customers combat rising costs in the midst of falling product prices. Our unique solutions enhance flexibility for device design, greatly reduce test floor WIP, and nearly eliminate pad scrub, enabling at speed wafer test for flash, DRAM and logic devices.

Calidora Skin Clinic – www.calidora.com Seattle, WA

Calidora offers custom tailored aesthetic solutions using cosmetic technologies and products under the care of medical practitioners and aestheticians in a friendly, retail environment. With 7 locations, 4 in Washington and 3 in Southern California, our goal is to become the leading national brand in this emerging, multi-billion dollar industry.

Cularis, Inc. – www.shopigniter.com Portland, OR

ShopIgniter is a real-time, social eCommerce platform with an intent-based search engine for Twitter, FaceBook and other popular social networks. It can manage multiple sales channels for products, including their marketing and promotion. Built for boutiques, small businesses and the enterprise, and delivered as a Software as a Service or download, ShopIgniter is a complete end-to-end solution for online sales.

DesignMedix – www.desigmedix.com Portland, OR

DesignMedix develops novel pharmaceutical products for the treatment and prevention of life-threatening infectious diseases based on its proprietary approach to overcoming drug resistance. The company’s lead program for a low cost, safe medicine for malaria is in preclinical studies, with a second program in development for a broad-spectrum antibiotic.

Elemental Technologies – www.elementaltechnologies.com Portland, OR
Elemental Technologies is the leading provider of massively parallel processing solutions for video applications. Using off-the-shelf, programmable graphics processing units (GPUs) for compute-intensive video processing and conversion tasks, Elemental’s products are ideally suited for a variety of video applications including consumer media processing, professional video editing and Internet video processing.

Giftango – www.giftango.com Tigard, OR

Giftango is focused on the NEXT stage of gift, loyalty and member cards with virtual cards delivered through computer and mobile phones. This means new promotions, incentives and rewards capabilities for merchants through an all-digital, carbon friendly fulfillment channel that is already proving more popular than plastic.

Lucid Commerce – www.lucidcommerce.com Seattle, OR

Lucid Commerce is the leading provider of media optimization solutions for marketers. Lucid Commerce enables marketers to see exactly what their real return on investment is for every marketing dollar they spend. Lucid Commerce has optimized over $600,000,000 in revenue for its clients.

Prolifiq – www.prolifiq.net Beaverton, OR

Prolifiq provides on-demand software that accelerates sales and helps companies meet regulatory requirements by organizing, sending and tracking approved digital content throughout their sales processes. Prolifiq has transformed the sales operations of leading companies in the life sciences, technology and digital media industries.

Second Porch – www.secondporch.com Portland, OR
Second Porch facilitates renting and trading vacation homes through owner’s trusted network, avoiding pitfalls of dealing with strangers. The application spreads awareness of vacation properties across social platforms like Facebook. Owners list and renters search properties free. Revenue comes from premium features via subscription, referral and transaction fees.

Shore Power – www.shorepower.com Portland, OR

Shorepower Technologies builds, deploys and operates road-side plug-in stations that allow the nation’s 500,000 long-haul truck drivers to eliminate unnecessary idling during required rest periods, saving drivers an average of $4,000 per year on diesel fuel while significantly reducing associated toxic emissions.

Wicked Quick – www.wickedquick.com Hillsboro, OR

Wicked Quick is a premium clothing and accessories brand rooted in the world of speed, rebellion and attitude. We currently offer lifestyle product at Nordstrom, Metropark, select Harley Davidson Dealership’s and others. We also produce performance gear for professional teams including three-time NASCAR champion team Joe Gibbs Racing.

Check out site: http://www.venturenw.org/ or watch us live http://www.venturenw.org/live

press: Venturebeat, OEN VNW2009

site designed/developed/hosted by 24Notion tweet with us tomorrow @mssonicflare @oenorg

hashtag #oenventurenw

Oregon Humane Society: 10th Annual Telethon to End Petlessness

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I recently attended the Oregon Humane Society (OHS) 10th Annual Telethon to End Petlessness. Not only was I super excited to go to the telethon as a pet lover, but also as a member of the OHS Corporate Relations Committee. The job of the committee is to encourage corporate responsibility in partnership with OHS. For 140 years, OHS has been sheltering abandoned animals, fighting cruelty and neglect, and working to build a caring, compassionate community.
I would say that the telethon was a huge success this year. The 4-hour telethon (televised via KATU) found homes for 78 dogs, cats and rabbits and raised over $260,000 to help the homeless and unwanted pets. It’s worth noting that Subaru, along with several other local and national businesses, sponsored this important event.
During the telethon, I’ve had a chance to glance through some of the adoptable pets at the shelter

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Facts about OHS:

100% of OHS funds are generated from private donations. They rely on corporate and community support make all successful programs and services possible:

  • Finding homes for nearly 10,000 pets each year, includes 2,000+ “Second Chance” dogs from other animal organizations, who fall short on resources.
  • Funding full-time investigators to combat animal abuse and neglect.
  • Introducing and successfully passing landmark animal welfare legislation.
  • Providing 20,000 children per year with animal educational programs.
  • Spay and neuter 4800 animals per year.

Oregon Humane Society is open to public, so be sure to stop by and take a tour! Or volunteer for a great cause.

Hours of viewing: Sunday – Wednesday, 10 a.m. – 7 p.m., Thursday – Saturday, 10 a.m. – 9 p.m.

Hours for adoption: Sunday – Wednesday, 10 a.m. – 6:30 p.m., Thursday – Saturday, 10 a.m. – 8:30 p.m.

PFW ’09: Finale

PFW ’09: Finale

by Eden Dawn

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It’s the last night of fashion week and the feeling is always a little strange. In some ways it’s reminiscent of graduations. There has been so much hard work put in for a brief moment of recognition and then the realization you aren’t going to be with the same group of people again. In just five short days I’ve grown accustomed to driving down to the shipyards and overlooking the river before tromping in my heels to a stripped down warehouse. Then seeing people in every possible genre of clothing ranging from amazing to so beyond hideous it’s actually kind of amazing again. I don’t want to give up my nightly special front row seat with gift bag perks and compliments from strangers on my writing skills. Basically, I want fashion week to go on forever. Since that is not a possibility and my witty banter cannot go on eternally I took a deep breath when the lights dimmed and turned to the runway for the last show of the year.

A Fortes Design sent their first outfit out to the music of Rusted Root blaring through the sound system and the model seemed to almost dance down to the drum beat. Her hair was in perfect waves and I thought to myself that Sidlab Hair had once again perfected their coiffing behind the scenes. Fortes is a newcomer to Portland from having spent the better part of a decade in New York and her line will be well embraced by the hippie culture in Oregon. Primarily constructed of hemp and cotton the casual dresses with deconstructed elements looked comfy and easy to wear.

Second designer of the night was Melissa Baswell, visiting from Chicago, with her Mountain of the Moon collection. Debuting her spring 2010 collection entitled “Etendue Sauvage dans la Grande Ville” (translation “Wilderness in the City”) was about bringing simple shapes into metropolitan wear by thoughtful details. A basic sack dress with contrasting band and bow was charming and a one shoulder little black dress was quite lovely.

Next was Jonano, who produces both women’s and children’s wear out of organic materials. A diverse collection that included loungewear, dresses, Capri pants and a superbly fit under-the-bust vest offered a wide selection to feast your eyes upon. A simple knit mini provided a pop with pink color blocking and a large leaf screen-print.

Then Ethos displayed their collection all the way from Paris. They use materials that are both organic and free trade to create the largest collection of the evening featuring both men’s and women’s apparel. A seemingly safari inspired collection that has matured beyond traversing through the wild into roaming through the city. Tailored pieces were the company’s strength and a combination of vests and slacks fit like a glove.

Finally was Anna Cohen’s Imperial Collection, so called for the collaboration between Cohen and the Imperial Stock Ranch. The eastern Oregon ranch has helped Cohen build a collection that is truly local using fleece from their Columbia sheep that is turned yarns and fibers that Cohen crafts into her on point trends. Her line showcased a beautiful knee length coat with oversized buttons and three quarter sleeves. The stripe print carried throughout was smart and stylish and when made into a sheath dress and paired with a large sweater cape/shrug the texture combination was perfection.

And then it was over. The acknowledgments of the cast, crew and most importantly volunteers went on, but the buzz was declining. The graduation ceremony was complete and whether I liked it or not, it was time to move on….

A FORTES DESIGN

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MOUNTAINS OF THE MOON

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PFW ’09: Night Four

PFW ’09: Night Four

by Eden Dawn

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For tickets: www.PortlandFashionWeek.net

Another night, another hyped up crowd and another chance to play dress up. These are a few of my favorite things. Having become adept at somehow effectively moving through an unmoving mass of people (the key is to actually make your hands into a v to part the ways while profusely apologizing) I get into my seat quickly and easily. I enjoy this part, the waiting for a show to begin. The anticipation builds, the people watching is in full swing and you never know who might sit next to. Tonight I have the pleasure of being placed next to opening designer Jason Matlo’s parents. His lovely mother told me about Matlo’s successful red carpet career creating couture for a number of actresses at multiple events. I even learned what the Leo awards were and while I thought it sounded like something I should be nominated for with my birthday being July 23rd it is actually the Canadian version of the Oscar’s. Despite this new knowledge, I still feel as if I should somehow be nominated for one.

After discussing Matlo’s attention to detail I was thoroughly amped to see his collection and thankfully as I peered around at the full room I knew it was time. Matlo has a successful studio out of Vancouver BC and has been in business for a decade working on his couture and also churning out ready to wear. We saw a mix of his pieces with a flair for texture using a zebra print throughout and also experienced his love of embellishments. Fit was precise and a lovely draped cowl top with hand applied sequins was perfection.

Next was Mehdi’s collection. Designer Mohammad Mehdi based out of Pakistan flew across the world to showcase his work at Portland Fashion Week. A truly international designer his collections are found in Lahore, Karachi, Islamabad, New York, Houston, Miami, Chicago, LA, London, Romania and soon Portland will be added to that list. His designs are from another time and make you feel as if you should be lying around a courtyard, next to a giant fountain burbling while you gently fan yourself in an aristocratic manner. Floating sheers, combined with brocade and trimmings create lovely, theatrical garments. A bridal piece with touches of crimson displayed his design aesthetic marvelously.

Third designer of the evening was PFW regular Lizzie Parker. Parker has a particular ability not to be trifled with and that is her art of draping knits. She works to hug the body in areas that want accentuation and knows best what areas a woman does not enjoy attention drawn to. A strapless mermaid dress with circular satin flounce was a crowd favorite as was a bright orangey-red scoop neck mini with ruffles running down and off the front.

Finally was Jantzen swimwear celebrating its 100th anniversary and highlighting its evolution in design. The runway was empty and there was a brief pause in the music before a decades old commercial jingle came through the sound system declaring “All you need is Jantzen and a smile.” Then the parade of bathing suit beauties began. A charming collection of suits and cover ups that put the pieces of string called bikinis today to shame. Standout piece was a s twist on the tankini with pleat detailing, but really many pieces could be classified as stand out.

After the show the air was still festive and the designers wanted to participate. I had a chance to talk with the delightful Jason Matlo and the flirtatious, excited Mohammad Mehdi who both seemed very happy with the show. Well done boys, Portland welcomes you.

MATLO

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MEHDI

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LIZZIE PARKER

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JANTZEN

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All photos: Ed Kavishe/fashionwirepress.com

PFW ‘09: Ready to Roll

Ready to Roll Fashion Show
by Eden Dawn

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For tickets: www.PortlandFashionWeek.net

Saturday’s matinee Ready to Roll fashion show was dedicated to Portland bicycle population. Presented by Momentum Magazine and benefiting Oregon Manifest attendees were able to see the latest bicycle chic come down the runway as models rode to the end and back. A fun mid-day event for anyone who loves to bike or just wants to be ready to roll it was fun for all. Designers included were:
* Apres Velo
* B:Spoke Tailor
* Bicycle Fixation
* Castelli
* Cyclelogical
* Cyclodelic
* Deadly Nightshades
* Fabric Horse
* Hell Yes
* Icebreaker
* John Fluevog
* Keen
* Nau
* Nixxi

* Nutcase helmets
* Osloh
* Outlier
* Patagonia
* PoCampo
* Queen Bee Panniers
* Sheila Moon
* Showers Pass
* Simple Shoes
* We3
* Soma Fabrications
* Raleigh
* Brompton
* Breezer

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All photos: Ed Kavishe/fashionwirepress.com

PFW ’09: Ready to Roll

Ready to Roll Fashion Show
by Eden Dawn

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For tickets: www.PortlandFashionWeek.net

Saturday’s matinee Ready to Roll fashion show was dedicated to Portland’s bicycle population. Presented by Momentum Magazine and benefiting Oregon Manifest, attendees were able to see the latest bicycle chic come down the runway as models rode to the end and back. A mid-day event for anyone who loves to bike or just wants to be ready to roll it was fun for all. Designers included were:
* Apres Velo
* B:Spoke Tailor
* Bicycle Fixation
* Castelli
* Cyclelogical
* Cyclodelic
* Deadly Nightshades
* Fabric Horse
* Hell Yes
* Icebreaker
* John Fluevog
* Keen
* Nau
* Nixxi

* Nutcase helmets
* Osloh
* Outlier
* Patagonia
* PoCampo
* Queen Bee Panniers
* Sheila Moon
* Showers Pass
* Simple Shoes
* We3
* Soma Fabrications
* Raleigh
* Brompton
* Breezer

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All photos: Ed Kavishe/fashionwirepress.com

PFW ’09: Night Three

PFW ’09: Night Three
by Eden Dawn
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For tickets: www.PortlandFashionWeek.net

It’s the third night of fashion week and as my car idles up to the security gate the guard informs me press is to pull off into a new parking area and motions me to the side. I complied and for a moment I felt far off and wondered if I was being punished by the fashion rulers. I could not imagine what I had done. I keep my quirky use of mixing prints tasteful. White shoes do not even exist in my closet let alone after Labor Day. There was that terrible green hair fiasco in the mid 90’s but I thought all had forgotten about that. Then I turned the corner. Headlights were in a line as far as I could see. The show was shattering attendance records and just to get into the shipyards and get a parking space was a lengthy ordeal. I took back my silent cursing of the guard who had actually done me a favor and hoped my style sins were to remain a thing of the past.

Once in the door a raucous crowd was more than ready for a show to begin. Being friends with the house manager at this point was a major plus as Jasin Weiner scooted me in early so I could just get away from the mob. It took over an hour to get that amount of cars parked and people smushed in so by the time the techno started this was not just a crowd wanting a show, this was a crowd starving for it.

First up was Portlander Michelle DeCourcy’s La Vie collection. A mix of knits and viscose in dresses and separates the line was playful and youthful without limiting itself to only twenty-somethings. Favorite pieces were the pleated viscose highwaisted skirts in bright colors matched with delicate tanks.

Next was Jesica Milton, debuting her line combining the west coast casual attitude with the metropolitan lifestyle. An amazing vein print was a theme running throughout the spring collection adding texture without overplaying it. Another element present was the one shoulder asymmetrical neckline showing up in both tops and dresses showcasing the sexiness of the collarbone.

WyattOrr is a design team out of Seattle consisting of Liise Wyatt and Karly Orr who together imagined up sophisticated details to enhance basic pieces for anyone’s closet. Their strength is definitely in their intricately crafted jackets. The time spent in creating these is apparent with criss-cross seaming, asymmetrical zippers, decorative flaps and even an extra pocket tucked away in the back. Outerwear as thoughtful as everyday wear.

Idom is the brainchild of Modi Soondarotok, a graduate of Parson’s and someone who has paid her fashion dues working for Peter Som, Donna Karen and Armani before coming to Portland. Her canvas is the dress and she paints it with a variety of decorative elements. Her pieces are modern and structural without ever losing their feminine element. A soft gray dress with fabric twisted into roses and leaves made me briefly consider if I could get away with tackling the model, stealing the dress and running out of there before anyone stopped me. Then I remembered I could just buy one at her store.

Finally, Amai Unmei showed a diverse collection ranging from cocktail dresses to casual tunics. Her focus is on clean and simple lines with emphasis on fit and style. A gold dress with feathered bottom and sparkly top got the crowd revved up in its throwback to Tina Turner’s glory days. I believe Unmei’s standout pieces are her take on the classic shift dress. One in a bright mod print and another in satin with delicate piping details took a silhouette appropriate for all ages and pushed it to a new level of interest.

After the final march of models and bows from designers the rowdy crowd filed out without incident and piled into their cars buzzing with excitement. The fashion show bug has officially been caught.

MICHELLE DeCOURCY

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JESICA MILTON

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AMAI UNMEI

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All photos: Ed Kavishe/fashionwirepress.com

PFW ’09: Night Two

PFW ’09: Night Two

by Eden Dawn

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For tickets: www.PortlandFashionWeek.net

Night two of the fashion festivities and a younger blood is circulating throughout the giant warehouse turned venue. Tonight the show is a mix of fresh and creative young designers from our own Northwest making their mark on the industry. I had barely walked through the giant door and gotten my seat assignment before my hand was grabbed and Sunny Fire, head make up artist for all of PFW, whisked me away to her table showing me her launch of animal friendly, locally made cosmetics. She then proceeded to gloss my lips up until I looked like a 1960’s James Bond girl. At that point I felt ready to battle evil fashion tyrants so ducked and dodged through the crowd past the velvet ropes, before plunking myself down in the front row, pulling out my notebook and admiring my level of narcissism.

The show began with Canadian designer, turned Seattleite, Suzabelle. The line showcased a wide range of classic dress silhouettes with feminine touches while models sashayed to the sounds of a sultry French singer. Her reinventions of the little black dress were lovely and most notable of the collection was the gorgeous teal fabric used to drape softly on the body.

After Suzabelle the house lights briefly went on for a word from Sue Bonde, the master of all fashion learning in Portland as the director of the Apparel Design program at the Art Institute. She introduced the next series of mini-collections from five of the schools top graduating seniors who did the most outstanding work. The lights dimmed again and designer Emily Kathryn Carol sent out her garments that blew away the concept of “student work.”

Emily’s designs were based on the concept of the flight of bees and Kamikaze war pilots. The mash up of the two materialized itself dramatically through a perfectly color blocked gold and black coat with the boldest collar imaginable paired with shimmering leggings.

Next was Kara Eisenbraun who took a traditionally old sewing method and modernized it into the 21st century. Creating a series of jackets meticulously quilted with continuous stitch lines she created a series of strong geometric patterns. Paired with matching tights and boots she created the first cold weather look I would be proud to put on.

Following Kara was Janeane Ceccanti who designed an exquisite collection with rows of pin tucks created by hand and perfectly symmetrical ruffles. The line was inspired by Spanish culture and there is evidence of the traditional Matador influence. Having spent some time in Barcelona myself I can see any woman confidently strutting through the city on Las Rambles in one of Janeane’s garments.

Jetting over to a different part of the world we have David Rafn’s collection of menswear motivated by the people of Burma. Turning the male skirt and ponchos into street wear is no easy task yet Rafn pulled this off flawlessly and without even a wrinkle to be seen in sewing the most difficult of fabrics. Standout piece was a jumpsuit of perfection with an exposed zipper running the length of center front.

The last of the Art Institute collections was Jennifer Holcomb who showed an absolutely lovely line conceptualized with the idea of historic French jazz. Her attention to detail was evident with beautiful hand finished hems and delicate ruffles. Classic pieces that appeal to a large demographic.

After the Ai showcase was complete fashion forewoman Sue Bonde once again addressed the crowd informing them they would be judges for a contest. The remaining designers of the night had been selected by a jury panel to be chosen as Portland’s newest “Emerging Designer.” At the end of the show each audience member was to vote on their favorite collection for the winner would receive a spread in Button Magazine, a photo shoot with Fashion Wire Press plus promotion with 24 Notion marketing firm. The audience seemed quite enthused by their power and all heads turned to the start of the runway.

Janeane Marie was the first to show and her minimalist collection spoke volumes about her viewpoint as a designer. With a collection that ranged from minis to racer back tanks the unpretentious shapes let the high quality materials and well executed tailoring speak for itself.

Next was costume designer Paloma Soledad with jewelry by Keith McQueen. Paloma’s background as a costume designer for films ranging “Hostel” to most recently “Coraline” might help explain her flair for the dramatic. Her line of exquisitely detailed corsets were highly impressive and there were audible oohs and ahhs as a model made a slow walk down the runway with a waist cincher, dramatic pirate-esque hat and wrist shackles.

On the opposite spectrum designer Angela Sasmita showed her line of bridal and evening couture. Magnificently crafted from head to toe the gowns included a full understructure piece for immaculate fit and then luxury fabrics over the top with bias cut skirts that flowed like water with each step. In addition, the time spent hand beading is noticeable and a beautiful icing on the cake.

Finally was the line Sweet Skins by designer Mira Fannin. Working with entirely organic materials like hemp linen, silk, organic knits and denim her line had range and a beautiful color palette including a powerful eggplant purple. Standout piece for me was a perfectly fitted pair of high waisted denim short shorts paired with a delicate black silk camisole.

After all was said and done the crowd couldn’t resist their penchant for the dramatic and chose Paloma and her amazing corsets as the next “Emerging Designer,” but I say that we’ll be seeing all these ladies again in the very near future.

SUZABELLE

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EMILY KATHRYN CAROL

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KARA EISENBRAUN

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JANEANE CECCANTI

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DAVID RAFN

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JENNIFER HOLCOMB

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JANEANE MARIE

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PALOMA SOLEDAD

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ANGELITA SASMITA

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SWEET SKINS

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PFW ’09: Opening Night

PFW: Opening Night

by Eden Dawn

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For Tickets: www.portlandfashionweek.net

How has the year flown by in such a haze? It seems like just moments ago I was sliding into my front row seat at fashion week 2008 but somehow that was actually twelve months ago. After two years of showing as a designer and moving into my third year as Portland Fashion Week’s blogger I feel like an old pro slipping into my vintage Italian go-go boots, applying a coat of my best red lipstick and heading off to Swan Island. I made it through the line to enter the Vigor Shipyards and followed the guards directing with flashlight like runway controlers until I am guided into my parking space with my headlights glittering out over the river shining like little diamonds. The smell of perfume is in the air mixed with the scent of industrial machinery and above all else the excitement of what is to come.

Once the mingling, cheek kissing, business card exchanging and normal greetings have commenced I use my press pass to get sneaked ahead of the line and get settled into a seat waiting for the action to begin. Before the DJ begins I hear my name being called and realized former PFW model Whitney Egbert is behind me. She has graduated on from our little city of Roses and is now stomping her long legs down the runways in New York but made time to re-visit her modeling roots. We’re trying to catch up while a diverse collection of Portlanders strut past me in front of the curtains bathed in blue light while orange gels filter down upon all of us. At this moment two members of the crew begin pulling back the floor covering revealing a pristine bamboo runway. That seems to be the official signal for the lights dim and the beats begin.

First up is Gersemi, a Swedish company helmed by Copenhagen designer Henrik Bus. The line was an interesting mix of street wear with an equestrian touch. Knee high boots, tightly seamed fitted pants and well tailored jackets created an air of European sophistication.

Next was design team NelliDru from Bend Oregon. A female team focusing on women’s wear the line showed both separates and dresses in wild fabrics ranging from lace to metallic. Stand out piece was a pair of high waisted pants with side seam rouching in the boldest of golds. My show notes quoted “pants that Kelly LeBrock would bust out as the hot girl in an 80’s movie.” And I genuinely meant that in a good way.

Next was Dimitri, returning for another year to show at PFW. The same rocker undertones were present with some new twists. Most interesting was the intertwining of textures. Pieces blocked together both smooth and rough with emphasis on seaming. A hooded jacket with a faux fur hawk got the thumbs up from the stylish man next to me who told me “he would rock that.”

Moving on was designs from Defyance. A newer company founded just last year the line consisted of a mix of resort casual wear using performance fabrics. Thoughtful details to classic clothes like welt pockets in contrasting colors and logos emblazoned in a variety of locations were pleasing to the eye. The highlight of the line is the attention to details within the jackets. Fabrics that both stretch and drape nicely and look wind resistant left the crowd intrigued.

Finally was another PFW returner in Icebreaker. A New Zealand company known best for their pure Merino wool gathered from free ranging sheep in the Southern Alps the line combined activewear and every day clothing. Showing clothes perfect for running, yoga and the all important Sunday lounging sessions Icebreaker continues to use wool in new and innovative ways.

The theme of the evening was “movable fashion” and I by the time I carted my notebook and red lips out of the building, I did feel energized to move.

GERSEMI

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Photos by Ed Kavishe & Cassie Peech/fashionwirepress.com

NELLIDRU DESIGNS

IMG_3181 Nelli Dru

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DIMITRI

0X4Q2715 Defynace

dim

Photos by Ed Kavishe & Cassie Peech/fashionwirepress.com

DEFYANCE

0X4Q2961 Defyance

def

Photos by Ed Kavishe & Cassie Peech/fashionwirepress.com

ICEBREAKER

0X4Q3241 Ice Breaker

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Photos by Ed Kavishe & Cassie Peech/fashionwirepress.com

Press and Media coverage for Portland Fashion Week

Great press coverage for our client PFW Productions and Portland Fashion Week. Check it out…

olivelogo3color.vert(2)Featured story of Portland Fashion Week by Jen Mccabe  – Oregon Live

Designers Coverage of Portland Fashion Week October 7-11, 2009 :

Featured story of Friday October 9th line up

Featured story of Wednesday October 7th line up

Featured story of Emerging designers showcase + competition

Featured story of Suzabelle s/s 2010 collections


lufthansainflightmagLufthansa In-flight magazine ( pg. 22)

78_Cover_A_Surface Magazine(October issue)

Portland Monthly(Sept/Oct issue)

spinSpin magazine( in Sept/Oct issue)

Portland Fashion Week gets a makeover by 24Notion

For more info go to :

www.portlandfashionweek.net