Oct. 4--Clothing designers and fashion students aren't the only ones who think Philadelphia Fashion Week is a big deal.

It's also huge for 28-year-old Shavertown native Kristen Insalaco, a founder on the advisory board who has spent countless hours working to make what's essentially an inaugural event a success.

"We've been working on this for a year," the 1999 Wyoming Seminary graduate said. "I've literally reached out to every person I know. I'm just so proud of it."

Philadelphia residents, as well as visitors from all over the state and beyond, will get to see the latest in holiday, spring and summer fashions from more than 16 designers touting the best of their student, streetwear and contemporary couture items.

The event, which organizers describe as a "three-day fashion extravaganza," will take place from Thursday through Sunday at the 23rd Street Armory, between Market and Chestnut streets in Philadelphia.

"The concept was to start it with three days," said Insalaco, whose last name many locals might remember from the days when her family owned Insalaco Supermarkets.

Eventually, Insalaco said, the event may span a full week, as in other major cities.

"There's so much that goes into it that people don't see," Insalaco said of the planning, which includes organizing individual shows' timing, booking musical acts, ordering food, securing sponsorships and partnering with the city of Philadelphia.

Insalaco, the event's public relations director, hopes people -- fashionistas or not -- from Northeastern Pennsylvania will make the trip.

During a recent meeting at the Bakehouse in Kingston while in town visiting her family, she described her life as well as the life of her biggest recent project.

Since moving to Philadelphia and graduating from Villanova University in 2003, she has planned events for the city of Philadelphia, including its New Year's gala in 2007, and worked as an account executive at Devine and Powers, a Philadelphia public-relations firm.

She then founded Insalaco Public Relations, and fashion week became her biggest project. Runaway shows will last from 10 to 20 minutes and will showcase designers based in Philadelphia or whose work is sold there.

One of those is 26-year-old Marina Makaron of Philadelphia, whose brand launches in November.

"I'm going to have scarves. I'm going to have dresses. Lots of accessories," she said. "It's going to be a big mix of everything."

Her brand, Marina Makaron Moscow, takes inspiration from designs she saw while living in Russia. She describes it as "durable and fun and everyday and outgoing."

Other designers, such as Bela Shehu, a senior designer at Commonwealth Proper, will bring trendy pieces as well, though Shehu now specifically caters to the "young professional male that is healthy and works out."

Back in the day, Shehu said, Philadelphia was the center of manufacturing and milling, so "we want to bring some respect back to the city from the rest of the country."

Formerly a designer of urban streetwear, the 30-year-old said this is her first venture into men's tailored clothing, and her shirts have a durable collar for "the guy that has to wear a button-down to work."

Items from her spring 2010 collection will be displayed Saturday evening.

Showcasing men's and women's fashions is like showcasing the city itself.

"Philadelphia Fashion Week is born out of the desire to showcase who we are and what we wear in our city, so it made sense to show clothing for men and women, as well as accessories to illustrate this notion," said Charlie Smith, director of production and a founding partner with whom Insalaco works closely.

Sarah Adelson, business partner for brand S. Love in New York City, will bring her company's collection of evening and streetwear, all of which is hand-painted by designer Sally Lapointe.

Adelson, 25, says Lapointe gets a lot of ideas from ancient Islamic calligraphy and things she sees in her travels around the country and notes, "Every piece is done by hand."

Besides runway shows, each night will offer music, light refreshments and an open bar.

"There's going to be separate shopping experiences," Insalaco said, explaining that boutiques will set up shop in the armory, too.

Makaron plans a boutique with her silk fashions. For women, she'll have dresses, scarves and accessories, and for men she'll show bowties, scarves, skinny ties and other items.

"I'm very big on the black and white geometrical shapes mixed with flowery clothes and flowery shapes," she said.

Headline entertainers are hip-hop/soul group Black Landlord on Thursday, rap/electro artist Tu Phace on Friday and alternative/hip-hop/soul group The Hustle on Saturday.

Insalaco, the daughter of Vincent Sr. and Corinne Insalaco of Shavertown, loves living in Philadelphia but admits she misses the Wyoming Valley and the Back Mountain, where she grew up.

"You can see the stars here," she said. "It sounds silly, but you can't see the stars in Philadelphia."

IF YOU GO

What: Philadelphia Fashion Week

Where: 23rd Street Armory, Philadelphia

When: 4-10 p.m. Thursday to Saturday

Tickets: $35-$50 at www.philadelphiafashionweek.org

To see more of The Times Leader, or to subscribe to the newspaper, go to http://www.timesleader.com.

Copyright (c) 2009, The Times Leader, Wilkes-Barre, Pa.

Distributed by McClatchy-Tribune Information Services.

For reprints, email tmsreprints@permissionsgroup.com, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA.

<< -- 10/05/2009>>