Building a Fashion Platform from Nothing
Boise Fashion Week is a nonprofit organization established to create opportunities for fashion professionals, designers, models, and creatives in Idaho.
As Co-Producer, I helped develop the organization's brand presence and marketing strategy, connecting digital marketing, social media, creative production, and community partnerships to build awareness and support its growth.
My involvement extended beyond traditional event marketing. I worked across multiple marketing channels to establish a recognizable brand, reach new audiences, strengthen community relationships, and promote fashion-focused experiences throughout the Treasure Valley.
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
As Co-Producer of Boise Fashion Week, I played a key role in building the organization from its early stages, leading initiatives across brand development, marketing strategy, creative direction, business development, and event production. My responsibilities combined strategic leadership with hands-on execution to establish a recognizable brand, grow its audience, and expand its presence within Idaho's fashion and creative industries.
My work spanned several areas:
Brand Development and Creative Direction: Helped establish and evolve the organization's brand identity, positioning, messaging, and visual direction. Developed brand assets and maintained consistency across digital platforms, marketing campaigns, sponsorship materials, and event experiences.
Marketing Strategy: Developed integrated marketing strategies, campaign concepts, promotional plans, and audience engagement initiatives aligned with organizational goals.
Digital Marketing: Implemented SEO initiatives, website marketing strategies, email campaigns, and digital communications to strengthen online visibility and connect with target audiences.
Social Media and Content Production: Led organic social media strategy, content planning, graphic design, photography, videography, and short-form content production to build awareness and grow the organization's audience.
Sponsorships and Business Development: Developed sponsorship decks and proposals, pitched prospective partners, supported negotiations, and cultivated relationships with businesses to create funding and collaborative marketing opportunities.
Public Relations and Community Engagement: Supported promotional outreach, media communications, and community partnerships to establish credibility and expand the organization's network.
Team Leadership and Operations: Helped build and coordinate teams, delegate responsibilities, develop workflows, and oversee marketing initiatives and production timelines.
Event Planning and Production: Co-produced fashion shows and community events, coordinating creative concepts, vendors, promotional activities, logistics, and attendee experiences.
This multidisciplinary role allowed me to connect brand strategy, digital marketing, creative production, and business development while helping establish the foundation for Boise Fashion Week's growth.
Challenge
Launching a fashion organization in Idaho meant building awareness in a market where large-scale fashion events were still emerging.
With limited resources, a developing audience, and a growing team, we needed to establish credibility while attracting both industry professionals and the broader community.
The challenge wasn't simply filling seats at runway shows. It was building a recognizable brand, developing effective marketing channels, and creating sustained interest in fashion opportunities throughout the Treasure Valley.
Approach
Building Boise Fashion Week required a strategy that went beyond promoting runway shows. The focus was on developing a recognizable brand, establishing credibility in an emerging market, growing an engaged audience, and creating opportunities for long-term community and business relationships.
Brand Development and Positioning
Establishing a strong brand foundation was essential to introducing Boise Fashion Week to the Idaho market. This involved developing its visual identity, brand messaging, creative direction, and overall positioning. A cohesive brand presence across digital platforms, promotional materials, and live experiences helped communicate the organization's mission and build recognition within the community.
Digital Marketing and SEO
A multichannel digital strategy supported brand discoverability and audience growth. Search engine optimization, website content, and digital communications worked together to make information about Boise Fashion Week, its events, and opportunities more accessible. The website also served as a central destination for audiences discovering the organization through social media and other marketing channels.
Email Marketing and Audience Engagement
Email campaigns provided a direct connection with audiences beyond social media. Strategic communications supported event announcements, promotional initiatives, and organizational updates, helping maintain engagement and encourage continued participation throughout the year.
Social Media and Content Strategy
Organic social media played a central role in building brand awareness and establishing a community around fashion in Idaho. Content combined educational storytelling, designer and model features, behind-the-scenes production, promotional campaigns, and community highlights. A consistent visual direction and performance-informed content decisions helped strengthen engagement and expand reach.
Sponsorships and Strategic Partnerships
Building relationships with local and national businesses helped expand Boise Fashion Week's visibility and create opportunities for collaboration. Sponsorship proposals, partnership outreach, and collaborative marketing initiatives connected business objectives with the organization's mission while supporting event programming and community growth.
Community Engagement and Public Relations
Establishing credibility required relationships beyond digital platforms. Outreach to creative professionals, educational institutions, businesses, and media helped introduce Boise Fashion Week to new audiences and strengthen its position within Idaho's creative community.
Experiential Marketing and Event Production
Runway shows and community events brought the brand experience to life. Marketing campaigns were developed alongside event planning to create consistent messaging across promotional materials, digital communications, and in-person experiences. This approach connected online awareness with real-world participation while strengthening the organization's identity.
Together, these initiatives established an integrated approach to brand development and marketing, connecting digital visibility, audience growth, business partnerships, and experiential engagement to support Boise Fashion Week's early expansion.
Results
In under a year, Boise Fashion Week grew from a new concept into two sold-out shows. Through strategic brand development and integrated marketing, I helped grow its audience, establish a recognizable presence in Idaho's fashion industry, and build a foundation for continued success.
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