Building a Fashion Platform from Nothing
Boise Fashion Week was a nonprofit fashion platform hosting multi-day live events that showcased local designers and connected Boise's fashion community. As co-producer, I helped build the organization from its inaugural show, taking ownership of front-of-house operations, guest experience, and marketing strategy and execution.
With no established brand recognition, marketing budget, or previous track record, I developed the creative and marketing foundation needed to introduce the event to Boise. At the same time, I coordinated the front-of-house experience and show-day operations that brought the production to life. My work spanned event planning, team coordination, audience development, and live event execution, helping establish credibility, grow awareness, and turn a new fashion concept into a community event people wanted to attend.
The Brief
Launch a fashion platform in Idaho with zero budget, no brand awareness, and no previous track record. Build credibility with designers, media, and ticket buyers. Drive sold-out attendance for the inaugural show and create sustainable momentum for future seasons.
My Role
Event Production & Front-of-House
Co-production and event planning
Event budgeting and financial coordination
Contracts and vendor coordination
Venue logistics and production planning
Run-of-show development and coordination
Front-of-house operations and guest experience
Ticketing, check-in, and seating coordination
VIP and sponsor experience
Lead volunteer and event-day team coordination
Show-day logistics and problem solving
Creative & Marketing
Brand identity and visual design
Marketing and growth strategy
Social media strategy and content creation
Website development and management
Public relations and media outreach
Event promotion and awareness campaigns
Audience growth and discovery initiatives
Challenge
Launching a fashion platform in Idaho presented unique obstacles. The state has limited recognition as a fashion destination, making it difficult to attract designers, attendees, and media attention that established markets take for granted.
As a startup nonprofit with zero budget, no brand awareness, and no previous track record, Boise Fashion Week faced skepticism from potential partners, sponsors, and ticket buyers. Competing against established regional fashion events with significantly larger resources meant proving credibility and value at every step.
The challenge was not just marketing an event, but building an entire brand from scratch, establishing legitimacy in a non-fashion-forward market, and creating sustainable growth across multiple seasons without any paid advertising.
Approach
I approached the challenge by building Boise Fashion Week as a brand first, not just promoting a fashion show. We needed people to understand what it was, why it mattered, and why they should take a chance on an event they had never heard of.
I developed the visual identity and marketing foundation to give the platform a consistent, recognizable presence. I built the website to bring everything into one place, from learning about the event to purchasing tickets, and used social media to introduce the people and work behind the shows. Instead of relying only on promotional graphics, I created content around designers, models, and the production process so people could see what we were building and start to feel connected to it.
With no marketing budget, I focused on building awareness through consistent content, local media outreach, and relationships with businesses and community partners. I wanted Boise Fashion Week to reach beyond the people who were already interested in fashion and become something the broader community was excited to support. As the brand grew, I continued developing campaigns that built anticipation for each show while keeping the momentum going between seasons.
The production side was just as important. We could build interest through marketing, but the event had to deliver on that experience. I helped manage the budget, contracts, venue logistics, and run of show, while leading our volunteer team and coordinating front of house. My focus was making sure guests, VIPs, and sponsors had a smooth experience from arrival through the end of the show.
That combination of branding, marketing, and production helped us build more than a one-time event. Each season gave us an opportunity to strengthen the brand, improve the experience, and create more momentum for fashion in Boise.
Results
In under a year, Boise Fashion Week grew from a new concept into two sold-out shows. The branding and marketing I built helped grow awareness and attendance, while the production team delivered an experience that gave people a reason to come back.
Event Growth
OCTOBER 2023
425+
JUNE 2024
830+
Both shows sold out. Attendance nearly doubled.
9 → 12
Designers
15 → 25
Media Outlets
Digital Performance
245%
INSTAGRAM AVERAGE MONTHLY GROWTH RATE
408k+
TOTAL INSTAGRAM REACH ACROSS 12 MONTHS
60–92%
OF ACCOUNTS REACHED WERE NON-FOLLOWERS
48%
INSTAGRAM FOLLOWER GROWTH
38k+
INSTAGRAM PROFILE VISITS IN 12 MONTHS
16.5k+
WEBSITE VISITS IN 12 MONTHS