Saskatchewan Fashion Week fancies a change

Saskatchewan Fashion Week (SFW) has a new home.

The showcase of the province's thriving fashion and creative design industries will be held May 8 to 10 in Regina's massive sound stage. In past years, it was housed in a large tent in City Centre plaza in downtown Regina.

"In the inception of (Saskatchewan) Fashion Week, we were lucky to be the first event in the new city plaza. In the same fashion, we're going to be the first ever (public) event in the sound stage," said SFW executive director Chris Pritchard, who co-founded the event in 2012 with fellow hairstylist Candyce Fiessel and fashion designer and buyer Chelsea O'Connell.

"We found it very exciting to do the event in the plaza in the tent, because you couldn't miss the giant tent in the middle of the city," Pritchard said. "It was a brand new thing, so we wanted word to get out."

Now, with two successful events under their belt, SFW organizers have decided it's time for a change.

"We want to really hyper focus on putting on an amazing production .upping the ante as far as production value," Pritchard said.

"Plus, it's such a cool venue. almost mysterious," he added. "So many people have heard about it or know that it's there, but it's not often that you get to go in it for any reason. unless you're a TV or movie star going in to film something.

"It's really exciting to be able to use the beautiful space for something else, a different type of production. where the public and industry can all get in there together."

"Relocating to the sound stage creates an opportunity to produce an experience that is distinctly different from previous years," Pritchard said.

The capacity at the new venue is somewhat smaller. able to accommodate about 600 people, compared to 800 in the downtown tent.

"So there is a little bit more of an exclusive feel to it," Pritchard said.

The sound stage version of SFW wil l feature a 9,000-square-foot (836-square-metre) swag/pre-mixer lounge, which will be transformed into an after-party venue following the two-hour runway show, and a 14,000-square-foot (1,300-square-metre) room for the main event.

Nightly trunk shows will offer an opportunity to purchase runway designs. "They'll have access to garments right after the runway show," Pritchard said. This year's fashion week will feature 22 Saskatchewan designers. a combination of established and emerging.

"It's a giant mosaic of designers showing. But in order to put that on, it does take a piece from all of the creative industries to pull it together," Pritchard explained. "And it's really fun to work with everyone. video, photo, motion design, graphic artists, marketing, communications, the whole hair and makeup teams, models. Everyone comes together and works and meshes together so well."

"It's just one big living organism of creative design," he said. "But it is a serious business at the end of the day, as well. It's good to have the compliment of both working together."

Tickets are selling quickly, Pritchard said. Individual night tickets are $60 for regular seating and $85 for gold seating. A weekend pass is $120 for regular seating and $180 for gold seating. VIP tables are also available at $500 for a table of four, and $1,000 for tables of eight. Special advanceticket rates apply until March 30. Tickets can be purchased at saskfashionweek.com or from downtown at Cornwall Centre's Guest Services kiosk.

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