Alyssa Nicole at San Francisco Fashion Week 2010

Owen Geronimo of the San Francisco Fashion and Merchants Alliance is a friend of mine, and as of this year he is also the man behind San Francisco Fashion Week. Lucky for me, this means I have access to some very saucy San Francisco fashion events throughout the year and San Francisco Fashion Week made the start to a new fashion season a lot sweeter!

Aside from Alexandria von Bromssen, I wasn’t aware of any of the designers on the SF Fashion Week schedule this year. Now, you have to understand how small and disconnected the fashion scene is here in SF; and that the majority of the San Francisco based trend setters and fashion bloggers totally overlook the talent we have in our backyard to go straight to NYC based designers – and most of the time, not even by way of LA. That said, it’s hard to get good, honest data on what the designers here is SF are doing, and how we can see their collections.

This first collection I saw was self titled, Alyssa Nicole. The show started with very upbeat, dance music and cute girly models adorned in high tea type dresses. The collection was loosely tied together by two strings, 1) all items were dresses, and 2) it was entirely pink. As you can imagine this collection could go one of two ways….really, really good, or awfully bad. As you can see by the pieces below, I think most of us would agree that the collection fell into “good, with shades of gray”.

Pros: The silhouettes are flattering. The dress styles are current. The models all seemed comfortable, flirty and maybe even happy coming down the runway. I bet we all can imagine ourselves or closest girlfriends wearing one of these pieces.

Cons: Too much pink. Too many ruffles, layers, and frill for most urban girls.

The designer Alyssa Nicole is photographed in this last image.

Photographs by Steven Han.