OMC: Who do you expect to attend MFW events?

Fry: Locals interested in fun, unique events. Maybe a girls' night out. Corporate thank yous. Stylists, makeup artists, designers, enthusiasts. We also have buyers and media coming in from around the country.

OMC: What are the logistical challenges of putting together an event this large?

Fry: Quality talent was the first concern. Schedules were most, dynamic, shall we say! We started with Oct. 6 for this event because that was the day we finally locked down the headliners and the venue was available. So then we moved back from there. In the end, it's all about the teamwork.

I had a vision of how the picture should look, from an overall view right down to the fine details. Then it became about plugging the right people in to execute those details and move back to manage the overall project. The right people have fallen into place; that is no small feat.

Of course, you never get everything you want, but for a first year event I am incredibly thankful and excited.

OMC: Explain how you found the various talents you did to give keynotes, workshops? What were you looking for in the people you brought in?

Fry: Ideally, they would be relevant to beauty and fashion today. It was important to bring in talent that wouldn't add fuel to the stereotype "the Midwest gets trends two-to-five years after the coasts." That just isn't happening. And, it was preferred they have compelling stories to share to inspire people.

They say start with what you know, and I had just started working on a project through Solessence with Billy B. He is so genuine, and talented and interesting! I then began contacting other people I had met through Solessence. I knew social media was critical for building brands, but for the most part that and PR are not widely discussed among smaller or indie brands in Wisconsin.

Billy B, Syd Curry and Gilles Montezin are all tied to the "Sex and the City" empire with uber-stylist Patricia Field. Billy B and Syd have both done press junkets with the stars of SATC and worked with Pat (Field) many, many times over the years. They just came back from Mercedes-Benz Fashion Week in New York where they did Pat's runway show. Gilles of course has designs in the SATC movie and the upcoming "Confessions of a Shopaholic."

I approached (blogger) Shannon Nelson, who had reviewed my products at one point, and had a story I found very compelling. She was a person I thought many could relate to or be inspired by. Same with Lianne Farbes. TV Guide had called and had our product on two episodes last year, so I reached out there.

That's how Lawrence Zarian, host of "The Fashion Team" and stylist on "Live with Regis & Kelly," came on board.

OMC: How are you incorporating the local element to MFW since you're bringing in national talents?

Fry: The main goal of this event is to help launch and grow talent into more of a national spotlight. What better way to do this than to have national / international talent involved?
We had 35 designers try out for MFW from all over, including Argentina by way of Arizona. We are featuring around 15 total, which is huge for a first year. The bulk of those are Wisconsin designers.

This show is different in that we feature the designers rather than collections from retailers, but absolutely, retailers were invited to participate. They are catalysts driving change and need to be represented. It is also important for them to see a lot of local, underground talent! Barb Berg from Boutique B'lou jumped in immediately, and has been a big support and force. She has an incredible love for fashion and what Milwaukee could offer. We'll also have several important local speakers.

Ford Models is also a big sponsor, utilizing both their Milwaukee and Chicago offices to supplement the show. Outreach from this event has led to signing many of the new models that responded to open calls. You'll see a number on the runway. (I) love hearing stories like this-this is what it is all about.

Vici Capelli is on board as the official beauty sponsor for hair. With 70,000 clients and multiple schools and locations, they are a huge player in the Milwaukee / Madison market. They are committing 25 master stylists to create the looks expressed by the designers for the runway for Friday, Saturday and Sunday, and working with Billy B and Syd Curry on Monday.

OMC: How did you choose the up and coming designers you are featuring?

Fry: Clear talent and the ability to deliver. We want to create a vicious cycle of commerce-designers show, boutiques buy. Consumers seek out designers at boutiques to replenish if they didn't buy at show. The boutiques reorder. This is a good, healthy cycle. Each group has something really amazing to offer. I know two lines that buyers have already confirmed that they will be picking up, and I am sure others will find a successful market here. Whether someone is looking for ready-to-wear or wants a custom design, these are people they can look to with confidence.

OMC: Where is your favorite place to shop locally in Milwaukee? Do you have a favorite designer?

Fry: Well, nothing beats a custom piece, but I am not above big box (stores) either. I think a classic look with just a bit of edge is best for me, but I love almost all styles. My favorite designer's shows are Victor & Rolf, because they always do something a little crazy. I love the innovation of Target's Go International line and "massclusivity" using designers. It is really right now.

OMC: What is your vision for MFW in the future? Will you hold it once a year, twice a year?

Fry: I would love to see MFW continue to evolve as the premiere time for anyone interested in these industries to gather and make connections / gain inspiration in their field and, be a series of events people can have a good time at. Four days are a big number of days to offer as is, but we wanted to showcase as many designers as possible. We'll see how things go and enjoy this event before tackling the next.