As we ponder

SFFW Designer writes letter to The Coveted…

Today San Francisco based designer Mary Elizabeth Primavera of Genevieve Primavera wrote a comment on my blog. She had not known of the controversy and found out by typing a Google Search. Upon reading the comments, she felt compelled to respond on her behalf, and addressed the general misconception that all blogs are snarky and poorly written. Personally, I disagree with the statement that Tricia’s comments are naïve, they simply reflect the very real disillusionment with the fashion industry and the status quo. That, I could write a series of posts about. However, the rest of the letter is very enlightening to the process of putting on a fashion show as seen from the point of view of the designer.

I still believe that the job of the PR/Events/Marketing coordinator is to be on top of current trends in the media, or at least cognizant of it. Molly Freedenberg, from the San Francisco Bay Guardian called to interview me on Friday regarding this matter, and said on a side note, that the reason why it’s considered ‘news’ is because pretty much every other industry has come to the conclusion that some bloggers are considered journalists, and have been considered so for some time.

Needless to say I am delighted that Ms. Primavera has invited me as her guest to her show, I’m tickled pink that she has taken the time to read The Coveted and assess for herself the ‘validity’ of this blog. I’m smiling.

Photo is from the AW07 Genevive Primavera collection.

Dear Jennine,

As a designer who will be showing at San Francisco Fashion Week, I feel compelled to respond to your blog regarding SSFW’s refusal to issue press passes to bloggers.

I came upon your blog by doing a Google search for SFFW to see what sort of press, if any has come up pre-show. Surprisingly, I came across your blog as one of the first few entries. I’d like to set a few things straight, and perhaps you can edify me where my knowledge on the subject falls short. The fact of the matter is that SFFW is a show comprised of up-coming designers, not capitalist, corporate conglomerates. As you know, the fashion industry moves quickly, is costly and can be fickle. Staying afloat in the first few years is an iffy situation for many. That being said, raising the funds for a show, such as this, is a steep hill to climb for many, and perhaps one of a very few chances a designer will get to be exposed to the press. So the press that the designer is exposed to is crucial. It is not a question of whether or not a blog is a valid form of journalism, or even the amount of readers the articles are being exposed to. What it is about, is who is reading the articles. The kind of press a designer is most hopeful for is the kind that is being distributed among buyers, especially during selling season at tradeshows.

I, especially, can’t help but respond to Tricia’s naïve comment about journalists being paid to move product. For the record, NOBODY in the press is being paid to write a thing by those of us participating in or working with the show. We show are collections, if they see anything worth writing about, they do so. It is just as much, if not more, of a challenge for a budding designer to get the attention of the press as it is for a blogger to get a free pass to the show. A “divergent” voice can be just as easily a slanderous one. And just as a comedian would not in his right mind invite a heckler, with an all expense paid ticket to the front row of his show, so a designer would appreciate the same discernment. It’s not big business, it’s not a conspiracy, it’s just plain common sense.

And yes, there are those of us in Silicon Valley who are completely oblivious to the whole blogging world, myself included. Unfortunately Silicon Valley’s work habits, sometimes disallows many of us of the luxury of time to appreciate the more leisurely part of our technology here. Until I stumbled across your website, I hadn’t really sat down to read a blog before. I had often considered them more like diary entry pages with poor grammar, unchecked typos, and littered with derogatory comments. However, there are exceptions, which I feel yours is. You seem to have a wonderful collection of photography on there, your website is well-designed, and your comments are thoughtful, refreshing and well written. I think with your combined talent and persistence, things can and will change. Introducing something new, and proving its legitimacy to the public is never easy. In which case, I, as well as many designers throughout history, completely relate.

I, honestly, do hope you change your mind and attend the show. It would be a pleasure to see you there. There is a lot of talent in the Bay Area, especially showing at the SFFW. As far as showing the world our talents, we all (bloggers included) want the same thing—recognition. What better way than to do it together? And what better way to prove to the producers of any fashion show, especially after your tribulations of getting in, your professionally written blog after attending the show, as proof of your validity as a well-versed journalist? If you would be interested, I would like to invite you to be my guest at the show. In which case, I will provide you with a ticket. Just send me an email letting me know how to get it to you.

Sincerely,
Mary Elizabeth Primavera, CEO/Designer
Genevieve Primavera

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