The event's organizers had worked all year to build momentum for this year's show, its third. The recession weighed heavily last year on the turnout and the scope of the event, largely put on by volunteer efforts.
Organizers began early this year to raise the show's profile by becoming more community-oriented and holding events alongside social service organizations. Other changes followed. This year, Virginia talent made up a large share of the featured designers. The venue, the Sheraton Virginia Beach Oceanfront Hotel, had the ritzy ambience befitting couture.
Expanded events were spread across the state. Parties, competitions and shows were held in Charlottesville, Norfolk, Richmond, Roanoke and Virginia Beach. The finale always wraps up in South Hampton Roads.
Ann Leister, owner of Virginia Beach-based Splash Model Management, conceptualized Virginia Fashion Week as an avenue to showcase the state as a hotbed for design talent, a pool of models and a welcoming climate for fashion backdrops.
