Reprinted from Sister to Sister Magazine, November 2005 issue.

Evoluer hosts forum for aspiring fashionistas By Arlene Edmonds Tribune Correspondent
 

Philadelphia University student Rashida Odeyerni is already trying to network in the fashion industry while an undergraduate. Consequently, the Pittsburgh native brought along her portfolio filled with her emerging line of earth toned textures inspired by autumn leaves to dress up denim last Saturday. Others brought along catalogues filled with fashion photography. Still others came "dressed to impress" as aspiring models, hair stylists, makeup artists and fashion merchandisers. They came from local schools like the Art Institute and Drexel University to the Fashion Institute of Technology in New York. Even the Big and Beautiful queen Debra Wallace was on hand with her tiara and banner. This was the Evoluer Style Symposium "How to Break into the Real-World Fashion & Beauty Industries" held at The Enterprise Center, 4548 Market St. last Saturday afternoon. The three-hour conference included a panel discussion and question-and-answer segment followed by a network session.

 

"I hope to inspire the beautiful women and the talented artists from this tri-state area to become serious about the way they approach and conduct their career," said Evoluer owner Cheryl Ann Wadlington. "This day promises to deliver an atmosphere more farniliar to the fashion capitals of the world." Panelists included Natalie Weathers, fashion industry production management professor at Philadelphia University; Generaldo "Spry" Scott, celebrity fashion stylist and editor for New York's Hype Hair Magazine; Karen Bishop, a New York-based celebrity hair stylist for Evoluer; Donald Taylor, international visu¬al director for Gucci; Sari Melinda Baez, executive at Signature Apparel Group of New York which represents Rocawear and Levi; anu niithony jones, Evoluer's New York-based celebrity makeup artist. Wadlington moderated the panel by asking a series of questions for discussion.

On the first question of whether it was necessary for women to sleep their wav to the top. all agreed that this was a misnomer. In fact, all said that those who did so suffered because they had to keep doing it as they entered every new level. Also, they would get tainted reputations since though the fashion world is international, those in the industry do travel in small circles. Just like all groups, people will talk, they said. Can one tell if a Philadelphian walked through an international fashion door? Since all the panelists except Weathers lived in New York, they were very careful to phrase their answers.

"I am from Philly so I can say yes," said Weathers. She pointed out that, though Philadelphia is a major metropolis, it has a "small town feel." To those who are from the Delaware Valley region. Weathers suggested they "increase your exposure" to include what are the fashion trends in New York, Paris and Milan, and even places like Brazil and South Africa via magazines, television, the Internet and other media.

"This is not just a Philadelphia thing with the small town attitude," said Scott, a native of northern Virginia. "There are people in New York who were born and raised in Brooklyn or even live in Manhattan in the Lower East Side and they never leave their neighborhood. You have to expose yourself."

Taylor suggested since New York, the American fashion capital, is only two hours from Philadelphia, those who "want the professional edge" need to visit New York on weekends to observe fashion and watch shows from big screen monitors outside if they cannot afford the tickets.

"You really need to broaden your horizons," said Jones. "You could be the top designer in Philly but when you want to go to the next level you will have to go to New York ... Even get a $20 ticket on the Chinatown bus."

When asked was there a difference between the American and European, markets, all agreed that opportunities were more available for those of color abroad. Baez pointed out that for those designers with more nudity or daring fashions the European market would be the best place to launch such a line. "In the U.S., Macy's and other stores have so many restrictions that they are not open to alternative options for what you are trying to do," Baez said.

On the question of making a transition from a traditional 9-to-5 job to the insecure world of fashion, Bishop was very frank. She left: a corporate account job due to exhaustion after "doing hair" every evening and weekend. Her realization came, she said, watching a late night show hearing Eddie Murphy make a comment that, "You never know until you try."

She admitted to being nervous when she handed in her two-week resignation, but it was worth it. She now styles hair for Anita Baker, Tyra Banks, Nia Long. Nancy Wilson and many other big name artists.

Evoluer is a consulting agency for upwardly mobile women of color who want to maximize her persona] and professional style. They provide targeted, real-time and location-specific, image makeovers to create sizzling signature-styles exclusively for the workplace, television appearances, video and photo shoots as well as the upscale lifestyle. Its network of contract-based image stylists represents the "celebrity pros" of the entertainment and fashion industries. For more information, visit www.evoluerconsultants.com.