If there was ever a doubt that San Jose is hungry for fashion, Wednesday, September 30th definitely proved the point.
With an auditorium packing in 400 people and turning away nearly 150 others, the Atomic Fashion Show, held at San Jose State University and put on by staff from Helium magazine, gave San Jose a taste of local fashion they've clearly been waiting for.
“AFS was originally supposed to be a small fashion show for Helium to get its feet wet before our big show (The Elemental Fashion Show), but it quickly ballooned into the show that SJSU Event Center directors say was one of the largest events held in the Student Union Ballroom in recent history,” said Matthew Mountford, Editor in Chief for Helium magazine.
This anticipated “small” fashion show was planned to gain momentum for Helium’s Elemental Fashion Show planned for December 4th, to take place simultaneously with the release of the premier full issue of the magazine.
Helium magazine will feature high profile photoshoots with Silicon Valley and SJSU designers and boutiques, along with a few celebrities.
The release of every Helium issue is planned to coincide with a fashion show showcasing some of the local designers that are featured in that issue.
The recent Atomic Fashion Show featured Swati Couture – a designer who strives to bring the combined flavor of Bollywood and Hollywood to Silicon Valley with long flowing skirts in metallic autumn shades, orange haltered cocktail dresses glittering with embellishments and backless or bandeau tops paired with black leggings.
Stuff by Kate featured designs that give “ultra-comfy” something to brag about. With a collection of hooded sweatshirts that were form fitting, eye catching and brightly energetic, every hoodie had character – whether adorned with appliqued hearts on elbows, hot pink ruffles sewn onto seams, fastened with oversized toggles or created with unexpected blocks of leopard print and pink panels. Stuff by Kate is a collection that makes California casual wear fun and sexy.
One of my very favorites on the runway was Never Gets Old – a line that was inspired from a love of vintage shopping. Amy Romaine does not just design her clothes to mirror previous style eras, but also to give every girl more reason to enjoy California weather and fashion. Knee high stockings were paired with high-waisted minis, sleeveless sweater dresses had flirty ruffled hems, tops had lace embellished and ruffled collars, and the fabrics often resembled fine tapestry in warm shades. Every piece in the collection had a vintage, yet up to the moment feel.
Along with these designers, SuLo, Breezy Excursion, Kent Denim, Yanssan, and Acta No Verba designs were also featured. Every designer showed fashions that deserved a second glance, or even a third.
The success of the Atomic Fashion Show not only proved that Silicon Valley is an up-and-coming hot spot for fashion, but also that New York and Beverly Hills are not the only cities that harbor extraordinarily talented independent designers. Silicon Valley's design culture deserves recognition. Northern Californians combine sophisticated city style, urban glamour and beach casual in a way that is completely unique. And finally, people are starting to take notice.
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