Project Ethos San Francisco

I was lucky enough to be invited by my friend Carmela Potencioso, a professional make-up artist tasked to direct the 5 makeup artists and 60 models that evening, to the inaugural red carpet event Project Ethos at Ruby Skye in the city. As instructed by an email sent out to the media, we were to arrive early and check in at the VIP and Media desk by the front of the venue. Apparently no one from the Project Ethos team had mentioned this to the venue's staff, so we were directed to wait in line. Forty-five minutes later, we were allowed to check-in and get our media tags... so much for the VIP treatment. I headed straight to the lounge where Absolut Vodka held a VIP and Media meet and greet. I met couple of people that I knew from Facebook and Model Mayhem, but never met them in person. Also introduced myself to a designer and an editor-in-chief of a local, online fashion magazine.

This was my first time at Ruby Skye and the place was all decked out for the event. The stage had a huge projection screen that displayed custom graphics and a 50 ft white runway for the fashion show. The second floor showcased a variety of art mediums from up and coming artists: Rachel Stanich, Gabriel Schama, Alek “Liskula” Morawski, Arnold Randall, Karina Sagastegui, Mindo Cikanavicius, Cole Rise, Hugh Leeman and Kristine Baguiao.

The show opened with local band Geographer. The fashion show was scheduled to start at 10pm, but having waited in line for over 45 mins to get in, it was wishful thinking on my part that things would start on time. And sure enough – we waited for half an hour until dancers from the RAE Agency kicked off the show with a sultry dance number.

Featured designers on the runway show were Zoë Hong (ZOË HONG), Danielle Pettee (Danielle the Dress Maker), Mansha Khithani (MENK Clothing) and Ashley Hayes (Lucy Bea Swimwear). Kristina Michelle Gonzales (Kristina Michelle) is the winner of the vitaminwater zero™ scholarship designer and debuted her newest collection at the show. Sponsors and designers Cardiwrap by Kymaro and Frederick’s of Hollywood Swim also participated in the runway show.

I didn't stay for the whole show as it as getting late and I had to work the following morning. But aside from a few miscues from the venue’s staff, I thought that the debut of Project Ethos in San Francisco went well. With this event being the first in San Francisco, it would have been nice if the emcee would have said a brief background about Project Ethos and its mission. At least after having read the press release, I know now what this Project Ethos is all about.

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Project ETHOS produces red carpet events showcasing all emerging Millennial Generation forms of creativity in one house, on one night. By merging fashion, music, and art concurrently, Project Ethos brings into existence a unique avenue for artists. The overall goal is to furnish opportunity for featured participants, as well as arrange a truly invigorating experience for an attendee.