Seriously fashionable in the Ocean State

BUSINESS CASUAL: Rosanna Ortiz, founder of StyleWeek LLC, said that before the organization was founded, the smaller fashion events in Providence weren’t taking things seriously enough. / PBN FILE PHOTO/MICHAEL SALERNO
BUSINESS CASUAL: Rosanna Ortiz, founder of StyleWeek LLC, said that before the organization was founded, the smaller fashion events in Providence weren’t taking things seriously enough. / PBN FILE PHOTO/MICHAEL SALERNO

Put those sock and sandal combinations away, Providence. Fashion week is almost upon us.
The series of runway shows and events for the in-style set are in their fifth year and begin again next week in the Providence Biltmore’s ballroom.
Rosanna Ortiz, founder of StyleWeek LLC, continues to slowly, steadily grow the local festival of fashion from an originally planned single, three-day event to upwards of 16 days annually spread over three separate weeks of the season.
In the process, Ortiz is emphasizing the business side of the New England fashion industry, something she felt was often getting lost in some of the more socially focused events of the past.
“A fashion week should be a trade event with sponsors and helping build businesses,” Ortiz said. “These designers need to build their brands and profits.”
Originally from the West Coast, Ortiz moved first to Boston and then to Providence with a now ex-husband.
The character, style and quality of life in Rhode Island appealed to her more than Boston, so she stayed.
Before founding StyleWeek, Ortiz wrote for a fashion magazine covering events in Boston and Providence, which allowed her to compare the different approaches and notice where many shows were coming up short.
Before StyleWeek, Ortiz said the smaller fashion events in Providence weren’t taking things seriously enough.
“I thought the fashion industry was being marginalized, and people were forgetting this was a trade event in what is a multibillion dollar industry,” Ortiz said. “It felt more like a glorified cocktail party.”
The treatment of the press, in particular, exemplified the attitude Ortiz said she wanted to change.
Instead of reserving front-row space for members of the media there to cover fashion, shows would often reserve that prime real estate for their friends and family, pushing potential publicity to the back of the room.
“That was emblematic for me – VIP shouldn’t just mean your friend and your cousin,” Ortiz said.
The first Providence StyleWeek was in June, but soon expanded to include a seven-day event in January and now the primary summer showcase is six days in August (the 24th through the 29th).
For the first time this year, StyleWeek also held a three-day “swim” event in June, which Ortiz said was so successful she intends to bring it back next year.
During the primary August and January StyleWeeks, the event format remains the same: one-and-a-half-hour, pre-event showcases open to the public, including opportunities to buy apparel and accessories, before the runway show starts at 7 p.m.
Since 2010, StyleWeek has showcased 67 designers, including Rhode Islanders and talent from throughout the Northeast. Last year, StyleWeek averaged between 3,000 and 3,200 attendees per week.
“Regional talent, global vision,” is the company motto.
With its small size, but substantial design community, Ortiz said Providence is a good place for fashion.
Compared to the fashion weeks in Boston, organized by acquaintances, Ortiz said Providence has the advantage of a unified series of events that don’t compete with one another and scatter attendees among different venues.
Providence is also closer to the fashion capital of New York than Boston, but doesn’t come with the often intimidating attitude of the New York scene.
“It’s a community event, accessible and not elitist, where anyone can come,” Ortiz said. “I have heard people say: ‘I can’t come to StyleWeek, I don’t know what to wear.’ But it’s really not like that. Just put on a black dress and you’ll be fine.”
“Everyone needs clothing and everyone needs art,” she added.
This year Ortiz said she also did a StyleWeek Miami, but is focused primarily on growing the Rhode Island brand.
Initially a nonprofit that didn’t charge designers at all to display their work, Ortiz converted to a limited liability corporation after the first show and now charges a small designer fee.
The bulk of the organization’s revenue is generated by ticket sales and sponsorships.
Ortiz’ two dreams for StyleWeek are, first, that she can grow revenue enough to bring her staff on as full-time, paid employees and, second, eventually build a fashion-industry trade show and convention in town.
“We will probably stick with three events, but eventually I would really want to parlay this into a trade show where we can get more people and vendors into the city,” Ortiz said. “It’s already started to escalate where we’ve got more people involved and a greater economic impact.” •

COMPANY PROFILE
StyleWeek LLC
Owner: Rosanna Ortiz
Type of Business: Fashion show organizer
Location: 269 South Main St., Providence
Employees: One full time, eight part time
Year Established: 2010
Annual Sales: NA

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