Stylemaker Q&A: Kristi Moe on Wisconsin Fashion Week

Let's play a little word association. What do you think of when hear the term "fashion week"? Do you carry a mental image of Anna Wintour, editor of Vogue, wearing her signature dark shades, sitting in the front row of Marc Jacobs? Or perhaps leggy fashion editors sporting all- black ensembles (leather leggings, oversize tank and Alexander Wang blazer—don't forget the fierce, teetering, five-inch YSL platforms!) hanging out at cocktail parties? Let's not forget the ravishing models lounging backstage, sipping Champagne...

Kristi Moe (left), executive producer of Wisconsin Fashion Week, nixes these connotations for our own fashion extravaganza, Wisconsin Fashion Week (May 19-23), right here in Madison. "Inclusion" is a word I hear her repeat throughout our interview—and with good reason, because the week is aiming to attract all different audiences who dig fashion—from guys to gals, young and old and those of all different abilities.

Read on for what next week has in store—and rest assured, you can wear last season's pumps. I won't tell.

What was the original impetus behind you starting Madison Fashion Week, Fashion Fridays and, eventually, Wisconsin Fashion Week?
My original concept came out of a freelance client I had. I suggested they do a runway show—but when I started looking into it, I realized there isn’t a consistent, well-run, fashion show here besides ones for nonprofits and whatnot—which are great, too.
But from a PR background that’s what motivated me to get into it. I’m a non-biased player and I can work with all of these people and help all that are involved. It’s a very neat position to be in.

Clearly, Fashion Week has changed—most noticeably with the name change from Madison Fashion Week to this year’s Wisconsin Fashion Week. What other changes will event-goers notice?
This year it’s a lot more collaborative and on a much larger scale. It’s more than just my vision; it’s a community-involved event. It’s much more high profile too—we’re stepping it up by having [the Saturday runway shows] at Overture Center.
We brought in the Fashion Council. My expertise is not in photography or modeling. So the people in the Fashion Council give me recommendations because they have expertise in those areas. For example, Adam Perkins is great with photography. He understands the language and is great with networking with other photographers.

As executive producer, what does your role entail?
Well, the Fashion Council is really good at taking things off of my to-do list. All of them are people with part- or full-time jobs, too, so they help out when they can. But I’m still really involved in pretty much every event that’s going on.
One of my friends joked that my title should be diva, but I don’t want that title! It sounds negative (laughs).

How is Wisconsin Fashion Week different from, say, New York or L.A. Fashion Week?
It’s really for the ordinary Jane who won’t get an invite to New York or L.A. Fashion Week. We’re focused on the “now” and it’s much more about the experience; women can feel like a celebrity in their own town and become their own fashion icon. Fashion is what you make it, and here’s a reason to for you to express yourself.
Also, there will be mini-boutiques at Overture for before and after the runway shows where people can shop. If people like what they see in the show, they could literally buy it and wear it out that night!

How is an event of this scale able to go on in these economic times?
It’s very grassroots—it’s because of the sponsors it’s able to go on. It’s different from last year from a participant standpoint, too. There are a lot more designers this year—they’ve really come out of the woodwork! It’s much more balanced with boutiques and designers.
There are probably over one hundred people involved in Wisconsin Fashion Week. The models and photographers are doing this for free for the experience. It’s just really a good way to get everyone in this industry connected.

Can you describe some of the events going on throughout the week?
The avant-garde show (Tuesday) isn’t necessarily retail-ready collections (Ed’s note: In other words, the show will feature fashions that are more conceptual/artistic).
The Fashion For All Abilities show (Wednesday) is really inclusion from a modeling perspective. It also emphasizes how important it is from a business perspective to cater to those with special needs.
Friday is urban wear/streetwear. It emphasizes the youth culture, and it’s not necessarily mainstream.
The Stylista show is Saturday during the day and has hairstylists, makeup artists and fashion stylists compete and prep models in a live competition.
Saturday’s shows [menswear and women’s wear] are much more mainstream. At 6 p.m. is the [women’s] trend show, which [has fashions with] a better price point and would attract possibly a younger market.
The 8:30 p.m. show [features fashions with] a higher price point.
After that is the Go Red for Women auction, which will feature models of all ages, including older models.
[In total] the shows will have men, women, old, young, plus-size, different body types and different abilities.

What event are you most excited about?
Friday—as long as it doesn’t rain! (laughs) It’s in the courtyard at 345 West Washington. It’s more entertainment-focused. Two groups are coming up here from Chicago: Ivy League, who sing a song called “Pose” that’s all about modeling. Project Mayhem is a hip-hop group that’s into the Ralph Lauren subculture.

Who do you see attending Fashion Week events?
Women ages twenty-five to fifty-five is really what we’re targeting. Last year’s event was much more youth-focused; this year will be more of a mainstream crowd. Mom can come with her daughter or girls can do a girls’ day out.

How did you find your models?
We did a tour in Madison, Chicago and Milwaukee. It really reaffirmed what talent we have. There was one really great model, a fifteen-year-old, who just signed with the Rock Agency two months ago. I was really excited to see her—she’s someone new and hopefully through Fashion Week someone might want to book her for photo shoots with stores or designers.
We received a lot of great applications—it was hard to say no! But it was important they were able to take direction from us, and confidence was another huge thing.

What have been the challenges of putting on this week?
The sheer size—there’s a lot of detail that goes into a high-quality event.
The economic environment being what it is, sponsorships have been a challenge. But we’ve been well received by people. People get excited about this because they know it’s for them.
Despite the economy, though, participation from the designers and retailers has been overwhelming—they realize the value of being able to connect with their customers.

How would you describe the Midwest’s fashion sensibility?
We’re much more about how fashion fits our lives. Internal Construction (Ed’s note: Internal Construction is a line is by Jessica Neumann and Becky Heller and composed of versatile one-piece garments) is a good example. Biking to work and still looking cute—that’s our strength in fashion, and we bring something different.

What’s the next step for Wisconsin Fashion Week?
It would be great to reach outside of Madison, perhaps more to Milwaukee, incorporating more designers and stores in different cities in Wisconsin. There is so much more to be discovered. The events could possibly be more inclusive to different areas, to get more participation and interest. An event needs to have the community involved, and that’s why we’ve been able to grow.

What impression would you like people to leave these events with?
I want them to be entertained. I’d like people to think about shopping locally. I’d like them to know that a dress that’s tailored and designed for them is within their budget—they could get a custom-designed dress for $100!

So planning Fashion Fridays and Wisconsin Fashion Week is your full-time gig, right?
Yes, it is. So it’s really a great opportunity for me at this level—it’s something new and creative. There are risks involved and going into it. I knew what the risks were, but I really wanted to do it. If it doesn’t work out I always have a backup plan for myself, but I wanted to do this.

Wisconsin Fashion Week, May 19-23, various locations. Tickets: $50/week pass, $30/week student pass. For more information on Wisconsin Fashion Week please visit wisconsinfashionweek.com

Hair Flair

As I included in my events last week, the Art League of MMoCA’s Hair Affair event is quickly approaching—this Thursday, to be exact. This is the first year the Art League is holding the event—and I think it’s an utterly fashionable way to raise money for the museum’s exhibition and education programs.

After all, fashion is about fantasy and fun. Take John Galliano, someone I’ve talked about on this blog before. Mr. Galliano is the master of fashion escapism—designing some truly out-there looks and pairing them with a fantastical runway experience. I’ve always longed to attend a John Galliano runway show—his crazy genius has always enthralled me. Yes, Mr. Galliano, I’ll take an extra helping of models that appear as though they’re wearing muppets on their heads and models dressed up like elaborate Russian nesting dolls in coats ten sizes too big. Thanks!

I really don’t think there’s a better way to spend a Thursday night than viewing “extreme hair sculptures designed and executed by premier area salons and stylists and displayed by live models.” Fashion fun and a good cause … a great combo.

I asked Elizabeth Tucker, project consultant with MMoCA, about why they chose to hold this event for the first time this year.
(Photos © Tom McInvaille)

Madison Magazine: What was the inspiration behind planning the Hair Affair event?
Elizabeth Tucker: I was brought on after some of the initial concepting of the event. The event was the idea of Annie Levihn, one of the chairs of the Art League committee. Other museums across the country do something similar—there’s an event that the Des Moines Art Center does that’s a similar concept (the Big Hair Ball).
The idea the Art League had was to do a fresh, different fundraiser to bring a new audience to the museum. [The audience will be] a really diverse group; probably half will be regular museum attendees and supporters. The other half of the crowd will be people that are newer to the museum, like people from the salon community or clients of the salons. In terms of ages it’s going to be a really diverse audience, which is exciting.
The salon community has been a new group to reach out to.

MM: What is the timeline of the event?
ET: The event begins at 7 p.m. We’ll have a silent auction and complimentary hors d’oeuvres, and cash bar will be available. Every guest [can try] the complimentary signature cocktail, which is a Red Mohawk: a martini made with Prairie Organic Vodka and pomegranate.
At 7:20 p.m. there will be a live music performance by the Ahn Trio. They’re a contemporary classical music trio from New York City. They will be playing a full concert the following evening at Overture, so this will be a preview performance.
The main event for the evening is at 8 p.m., which is the hair show. All of the hair sculptures will be shown on live models and they’ll walk down the museum’s main glass staircase. There are thirteen salons participating (Salons include: Aniu Salon & Spa, B.fix Salon, Cha Cha, Cinema Hair Studio, Deonne Salon and Day Spa, Elements, Hair, Hybrid Salon, Millenium Salon & Spa, Rejuvenation Spa, RZ & Company, Ultimate Spa Salon and William Jon Salon). Each design is wildly different and there’s a great variety. The models and stylists will be around after the show to talk to people about the inspirations [behind the looks].
The event concludes at 10 p.m.

MM: Is the hair show a competition?
ET: It isn’t a competition. It could be in future years; maybe we’d put out a call for entries to salons in the beginning of the process and have a jury process to select. This year all of the salons were invited and they didn’t have to submit a proposal.

MM: What about the outfits that will be paired with the hairstyles?
ET: Almost every salon has designed a dress or outfit to complement the hair sculpture. Or they’ve put together some sort of wardrobe selection to complement the hair. Some of the descriptions we’ve received … the hair and wardrobe almost become one… In one case the salon is doing 35 mm filmstrips in the hair and the dress will also have filmstrips incorporated in it.

MM: Will you be doing this event every year?
ET: Another event you’re probably familiar with was the Design MMoCA event in 2008. Designers were asked to design a room for the weekend. So in this case we asked area salons to design a hair sculpture for the museum. With both events one of the really great things has been drawing in a new and different audience. We might rotate [the events] every other year.

MM: Are tickets available?
They are $65 per person and some are still available. We will be selling tickets through the end of day Tuesday and possibly still the day of the event. There always seems to be a rush at the end!

Madison Museum of Contemporary Art, 227 State St. 257-0158