STYLE celebrates 10 years of fall fashion in downtown Rochester

Rochester's fall fashion show is marking a milestone.

This Thursday is the 10th anniversary of the Rochester Downtown Alliance's STYLE (formerly STYLE on the Plaza). The annual event features local models showing off the latest clothing and accessories from a dozen downtown retailers. 

For the first time, the event will be held in the Kahler Grand Hotel – Heritage Hall Ballroom. Rain had moved the runway — typically set up on Peace Plaza — indoors the past two years. Organizers say the change of venue will ensure the event goes as planned.

To learn more about the show, we talked with two of the individuals helping make it happen. Lauren Scott is the fashion coordinator for STYLE and Jenna Bowman is executive director of the RDA.

Tell us what you have planned for the 10th annual STYLE Fashion Show.

Lauren: It's going to be a celebration of fashion in Rochester! The STYLE Fashion Show has been a staple because it brings the community, local businesses, and fashion together for an epic evening.

For those who have never been, what is the event like?

Jenna: Event attendees have the ability to see all of Downtown Rochester’s finest fashion and accessories at the event. This includes brand new merchandise that may not even be in the stores yet. Attendees experience a curated show where Lauren has thought about the models, the looks and the entertainment.

What's new in 2017?

Jenna: The location – it has typically always been outside.  In addition, attendees will see new trends – this includes not only fashion and accessories, but also hair and makeup being handled by Blu H2O.

Lauren: Like always we will have the best of fall fashion from some amazing downtown merchants. But, there will be a couple experiences being added to the show this year to celebrate the 10 year anniversary. You'll have to come to the show to see!

How are local businesses involved with the show?

Lauren: The local businesses are heavily involved in the show. They know their merchandise better than anyone. We work together to build the perfect run to represent their personality and the trendy fall fashions. 

Jenna: This event is all about the downtown businesses. They have the exclusive ability to participate.

Do you find that Rochester has its own style?

Lauren: I don't think Rochester has one particular style, it's a mix of everything- from elegant to gothic, exotic to casual, and everything in between. It's amazing to see people with different personal styles walking down the street, it makes our city beautifully unique. 

How has style changed since you have been involved with the show?

Lauren: Each season brings new trends. This season is big with velvets and dark florals. Last season it was over the top sparkle. It's not that style changes, it evolves and adapts from year to year. Who would want to wear the same trends every year over and over again? That's no fun! 

Anything else you want to add?

Jenna: This event is more than just an event, it is about recognizing the businesses in the downtown. They have great product and service to offer and this show highlights that. It is vital to support our local establishments to ensure they continue to be a part of the fabric of our downtown community. You will also not find more knowledgeable people than those who own and operate these participating establishments. 

The STYLE pre-show begins at 5 p.m. on Thursday, Sept. 28.

Tickets start at $20 for general admission.