DESPITE OMINOUS forecasts, the rain held off for Sunday’s The Front Row fashion show. Bethesda Row, downtown Bethesda’s faux-European cobblestoned side street, was temporarily transformed into a runway, where local retailers showed off their summer collections. Ticket sales for the annual event, sponsored by Federal Realty Investment, benefited the DC Newsbash Breast Cancer Charity.
Fox 5 News’ Laura Evans welcomed guests and opened the show, highlighting the novelty of seeing runway looks that you could actually buy. “There are few fashion shows where you can see and love the clothes and then go shop for them,” she told the crowd. Soon after, the models made their appearance, wearing looks from Bethesda stores, including J. McLaughlin, Lily Pulitzer’s Pink Palm, Luna, Bonobos and more.
After the show, guests had the opportunity to shop exclusive sales and offers from these stores. “Fashion Bingo” cards distributed when guests arrived encouraged them to visit as many stores as possible, get their cards stamped by participating boutiques and be entered to win a Bethesda shopping spree.
Danielle Bolger, marketing director for Federal Realty, said that the event was held on Friday evening in past years, but was moved to Sunday in order to put more focus on the shopping element. By moving the event time and adding elements like Fashion Bingo, the festivities became an all-day affair, with plenty of time after the show for guests to frequent the nearby stores. Bolger was happy with the change—”I definitely think people are buying what they saw,” she said.
— Emily Harburg
Emily Harburg is interning at MyLittleBird this summer. Her last post was The Look for Less, on shopping smart at Old Navy.