SFWRUNWAY™ · Designer Packages
LA Fashion
Week
One night on the runway, in front of the people who decide what gets seen.
Saturday, October 17, 2026
Downtown Los Angeles · Fashion District
Lineup locks September 18 · sfwrunway.com
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The Show
One night.
Three floors.
Ten years putting designers on the runway. October is one night across 25,000 sq ft in the Downtown LA Fashion District — models, hair, makeup, staging, lighting, dressers and steamers all handled. You bring the collection.
Stage One · The Runway
8,000 sq ft white gallery — columns, daylight, and a room built for cameras.
Stage Two · Backstage
A dedicated 8,000 sq ft floor for fittings, hair, makeup and racks. Your team gets a floor, not a corner.
Rooftop · VIP Mixer
9,000 sq ft, 360° skyline. Where designers actually meet the buyers, press and creators in the room.
We hold the space the whole day before —
Friday October 16 is load-in, fittings and a full run-through. Show day is not the first time your looks meet the
runway.
10
Years on the runway
1,300
Designers placed
300
Guests expected
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Who's in the room
The audience is the product.
Creators
- Fashion, beauty and lifestyle creators who post from the room
- Content that travels further than the night itself
Press
- Fashion press, photographers and editorial
- Invited media list with credentialed access
Buyers & Industry
- Boutique and retail buyers
- Stylists, casting, brand and agency partners
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Your return
What you walk
away with.
- A content library you own. Professional photography and video of your looks on a real runway — full rights, for campaigns, lookbooks, wholesale decks and paid media.
- Reach you didn't have to buy. Creators in the room post your work to their own audiences.
- Positioning. "Shown at LA Fashion Week" changes how buyers and press read your brand.
- Rooms you can't cold-email into. Buyers, stylists and press, in one place, on one night.
"If I reached out to these influencers myself, it would cost me thousands to launch a campaign."
David Giampiccolo, designer
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Track record
1,300 designers. Ten years.
Thirty-plus designers a show, four shows a year, every year for a decade. Womenswear, menswear, avant-garde, eveningwear — whatever you make, it has been on our runway before, and been photographed properly.
Some of the 1,300 who have shown with us
Gypsy Sport · Joseph McRae · Timothy Nash · David Giampiccolo ·
Pia Bolte
Control Sector · TIER NYC · Verdict Still Out · Khang Le
Control Sector · TIER NYC · Verdict Still Out · Khang Le
Where our designers end up
Eight of the twelve designers cast on HBO's The Hype showed on our runway first
— and were mentored by Naomi Alabi. Our alumni also include multiple Project Runway
designers, most recently Joseph McRae in season 22. Designers from this runway have gone on to
collaborate with Urban Outfitters and be stocked by Macy's and
Nordstrom — introductions made by Naomi.
Listed by the LA Fashion District · on the
official New York Fashion Week schedule · shows produced in New York and Los Angeles.
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Designer Packages · Saturday, October 17, 2026
Three ways to show.
Satin
$3,000
The group show
- 10 looks on the runway
- Your brand name on the LED screen during your segment
- Your looks run as one block, announced by name
- Full production handled — models, hair, makeup, staging, lighting, dressers, steamers
- High-res photography, full rights
- Raw runway video, full rights
- Listed on the event site
- Included in the group press release
- 2 guest tickets, rooftop VIP mixer included
Hold my slot — $1,000or pay $3,000 in full — choose on the next page
Most designers choose this
Silk
$5,000
Amplified
Everything in Satin, plus
- 15 looks instead of 10
- Edited highlight reel cut for social, vertical and horizontal
- Backstage content package
- Featured profile on the event site
- Inclusion in the Shop the Runway digital store
- Dedicated press release for your brand
- One creator wears your pieces or creates content with them
- 6 guest tickets, 2 front row, rooftop VIP mixer
Hold my slot — $1,000or pay $5,000 in full — choose on the next page
Velvet
$7,500
Opening or closing the show
Everything in Silk, plus
- 20 looks
- Opening or closing the show — only 2 of these exist
- A private content shoot in the white gallery on Friday — campaign and lookbook imagery in an 8,000 sq ft daylight space, before the room is dressed for the show
- Three creators wear your pieces or create content with them
- Named on the step-and-repeat and in sponsor materials
- 90-minute 1:1 with Naomi Alabi — who mentored eight of the twelve designers cast on HBO's The Hype
- 10 guest tickets, 4 front row, rooftop VIP mixer
Hold my slot — $1,000or pay $7,500 in full — choose on the next page
Private show — your own night, your own room, fully produced. From $25,000.
Rooftop photoshoot — private golden-hour session, 9,000 sq ft with a 360° skyline. $750, add to any package.
Buyer dinner at Neiman Marcus — a separate, invitation-only table during show week. Not included in any package.
Rooftop photoshoot — private golden-hour session, 9,000 sq ft with a 360° skyline. $750, add to any package.
Buyer dinner at Neiman Marcus — a separate, invitation-only table during show week. Not included in any package.
Ask about any
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Payment & key dates
$1,000 holds your slot.
We're coming to you close to the date, so the terms are built for that. A deposit locks your place, your night and your price — the balance spreads across two months.
On booking
$1,000
Minimum — pay more, or in full, any time
September 15
$1,000
Second instalment
October 9
Balance
One week before the show
$1,000 is the minimum to hold a slot — put down more, or settle in full, at any point. We invoice per package, so the schedule flexes to whatever suits your cash flow.
August 31
Current rates close. Prices increase September 1.
September 18
Lineup locks. Fittings, casting, run of show and print all follow from this date.
October 9
Final balances due.
October 16
Load-in, fittings and full run-through — a dedicated day, the day before.
October 17
Show night.
07
Questions designers ask
Before you decide.
Do I need a brand-new collection?
No. You need enough looks for your
package. Existing and out-of-season pieces are welcome, and most designers show a mix.
Do you provide the models?
Yes — models, hair, makeup and dressers are included in every package. You bring the collection
and your own team if you have one.
When are fittings?
Friday October 16 — the full day before. We hold the
venue for load-in, fittings and a complete run-through, so show day isn't the first time anyone sees the running
order.
How is the running order decided?
Velvet designers take the opening and
closing positions — there are only two. Everything in between is set by us for the flow of the show, and confirmed
at Friday's run-through.
When do I get photos and video?
Raw footage and photography are shared within 72 hours of the show, with full
usage rights. Edited pieces follow for Silk and Velvet.
Can a sponsor cover my package?
Yes, designers do it every season. Place the
deposit to hold your slot and rate, and we'll send a one-pager you can forward for the balance.
What if something changes?
Slots are transferable, not
refundable. You can pass your slot to another designer at any point up to September 18. If you can't,
cancel before September 18 and everything you've paid becomes credit toward any SFWRUNWAY show in the next twelve
months. After the lineup locks, production is committed and payments can't be credited.
What do I need to provide?
Your collection, a lookbook or line sheet, logo
and brand assets, and sizing information by September 25 — a week after the lineup locks.
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About
The operating system for fashion entrepreneurs.
Ten years and 1,300 designers — visibility, content and industry access, run by people who produce shows rather than sell tickets to them.
Designers Naomi has mentored have gone on to Project Runway and HBO's The Hype, where eight of the twelve cast members had shown on this runway first.
The runway is the front door. What matters is what a designer leaves with: the assets, the relationships, and a position in the market that wasn't there the week before.
"Your passion can become your prison if you don't position yourself to succeed. I watched too many designers with genuine talent stay invisible because they had no access to the rooms where decisions get made. SFWRUNWAY is the room."
Naomi Alabi, Founder
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Next step
Hold your slot.
$1,000 locks your place, your night and your rate. Balance spread to October 9. Lineup locks September 18.
Click the button, pick your package and pay the deposit. Not ready to decide? Book a 15-minute call and we'll talk it through.
SFWRUNWAY™ · designers@sfwrunway.com · sfwrunway.com · @sfwrunway
LA Fashion Week · Saturday, October 17, 2026 · Downtown LA
LA Fashion Week · Saturday, October 17, 2026 · Downtown LA
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