Runway in the desert; Fashion Week El Paseo

Since 2005, the city of Palm Desert has welcomed international fashion brands both large and small to the runway of Fashion Week El Paseo. Billing itself as “the West Coast’s largest consumer fashion show,” it will take place from March 15-21 at The Gardens on El Paseo in Palm Desert. This year’s line up of designers includes marquee brands like Maxmara and Cynthia Rowley and independent brands such as When Simon Met Ralph and Scooter LaForge. In anticipation of what promises to be an inspiring, immersive fashion experience far from the typical fashion capitals, complete with cocktail receptions, pop-up shops, celebrity meet-and-greets, and more, FashionUnited speaks to the Creative Producer/Director of the event, Susan Stein, to discuss what brings fashion followers to the Colorado Desert of Southern California, and how she selects brands to participate.

“I look for names that will obviously draw a crowd and that are relevant today,” she says. Maxmara is bringing the collection fresh from Milan Fashion Week to the event but Stein's favorite designer get so far has been Ralph Rucci. “That happened because I was sitting next to someone who asked about my favorite designer and I said, 'Oh, I would love to have Ralph Rucci.' She was his best friend, so serendipity, but I talk a lot and that's also how I find my designers.”

The event is produced in conjunction with Palm Springs Life Magazine, a local lifestyle magazine that promotes the arts and culture in the desert area, also known as Coachella Valley, including the stores of the swanky El Paseo which Stein refers to as “the Rodeo Drive of the desert.”

“In 2005 we started out with three shows and one tent but once you start renting a tent, you realize you need to have more stores. Then we had 10 stores and I brought in Kevin Hall, who is a great California designer, and it just grew,” recalls Stein. “We’ve since moved to a much bigger venue with six tents and see close to 800 people although before COVID we sat 1000 people. Over the years, we've brought in a different designer every night and it's been very successful. This year we have eight shows.”

Stein says Fashion Week El Paseo isn’t trying to compete with the runways of the fashion capitals in any category other than one. "I like to know that the quality of our productions are of that level and that's the one thing that all of the designers who've shown have said,” she says. “I've always wanted normal people to be able to go to the shows because I grew up in New York and if I wasn't in the business, I couldn't do that. So this is an opportunity for a consumer show.”

Tickets are on sale and, says Stein, “You could say they pay a good deal of money to sit in the front row, but it makes sense. Attendees are people who love fashion, who shop a lot, but they also love an entertaining evening, which is what we've created. We have an hour of cocktails and reception beforehand, we have a VIP lounge, so there's a social aspect. And then the show is the end of the night, and our shows are longer than normal shows running at least 30 to 35 minutes long.”

Simon Ungless, founder of sustainability-focused brand When Simon Met Ralph, who creates unique print and surface pattern on existing garments, explains why he is participating: “I’m interested in reaching consumers directly with what I do. I believe once people see worn-wear that has been rehabilitated in some way they may think twice about discarding clothes and continually buying new. Garments can change over time and I want people to see that, because it’s the consumer that will drive any change in our industry.”

New arrival to El Paseo is Dutch couturier Klaassen Bos who will present his sculptural collection under his brand name Atelier LeonLeon, while returning to the El Paseo runway is Saks Fifth Avenue. Making new style statements from existing garments and adding found materials and painted motifs is Scooter LaForge’s specialty and his creations have been worn by Nicki Minaj, Madonna and Beyonce. He is also a longtime collaborator of Sex & The City stylist, Patricia Field. Ungless built the fashion program at Academy of Art University in San Francisco after working with the late Alexander McQueen on his early runway collections. The future of fashion is also represented as this year’s program welcomes a student contingent from Istituto Marangoni Miami made possible thanks to the support of education sponsor, businessman and arts collector, Jordan Schnitzer. “Throughout the ages, if we look back at societies, the arts define us,” Schnitzer told Palm Springs Life Magazine. “Whatever our occupation may be, we’re inspired by art, fashion, music — these things add a balance to our lives that we all need.”

So with Paris Fashion Week just wrapped fashion's spotlight is set to land on sandier terrain next week. “And I love the desert," says Ungless. "So I couldn’t really say no.”