Fashion Week of Rochester rocking the trends

Fashion week sneak preview. Video by Annette Lein.

Much like fashion itself, Fashion Week of Rochester prides itself on changing things up every year, adding new elements and twists on the event's tried-and-true underpinnings.

The key has been to identify trends as they emerge. People here and around the nation are finding ways to live in greener ways, from what they buy to where they live and do business.

Fashion Week, always one to try to shake things up, decided to use three historic buildings - two where renovations aren't completed yet - for its runway shows. The Factory at Russell Street in the Neighborhood of the Arts, for example, will eventually have loft apartments, office and retail space. But its first use will be the Fashion Week show on Thursday.

'We wanted to give it an urban edge,' says Elaine Spaull, executive director of The Center for Youth, the nonprofit group that receives the proceeds from Fashion Week, running Wednesday through Sunday. The event is the center's biggest fundraiser and organizers are hoping to raise $150,000 this year.

Riding the upcycling trend in clothing and home décor, an extra day with a new concept also is being introduced in keeping with this year's 'Refashioning Rochester' theme. The Switch and Swap at the Memorial Art Gallery from noon to 8 p.m. Wednesday allows women to bring in unwanted clothes and accessories and shop what other people have brought. The $20 admission fee allows women to bring two good-quality, gently used items to swap.

'It seems that people have an interest in wearing something vintage and not paying full price,' says co-organizer Chantiza Stern.

Organizers also are upping the celebrity factor. Hot South African designer Jenni Button will be at the Thursday and Saturday shows and hold a trunk show during the Sunday boutique crawl. Meanwhile, '80s stars Doug E. Fresh will emcee the Thursday runway show, and Tommy Lee of Mötley Crüe will DJ the Saturday show. New designers and new retailers from Eastview Mall also have joined the lineup this year.

Here's what to expect from the three runway shows:

Fashion at the Factory at 8 p.m. Thursday will feature a more 'downtown, urban' look with fashions from Devil May Care, Kouture, Peppermint and A Step Apart. Rochester Optical will debut its new line of jewelry eyewear that night.

The first runway show each year has been held in a more edgy spot; last year's was in a temporarily styled parking garage next to One Restaurant and Lounge. The Russell Street factory, radiating a decades-old industrial vibe, should provide plenty of character for the show. The saw-tooth roofing and exposed brick walls create an unbeatable atmosphere. Rapper Fresh will guest emcee.

The Spirit of Fashion at 8 p.m. Friday. The Third Presbyterian Church sanctuary, recently renovated with several historically significant stained glass windows, will be the gathering spot for a family-themed show on Friday, Oct. 18. Generations of families will model that night, displaying fashions from Honalee Children's Boutique in Pittsford and Naartjie Kids at Eastview Mall. Local designers Giulia Piccariello, who designs and makes felted fashions under the label Feltro Fashion, and Virginia Testa-Jeffery, who makes leather capes and accessories under the Mabel Mae line, will show their fall lines. Rochester Philharmonic Orchestra concertmaster Juliana Athayde will perform that night with Strings of Success.

Fashion on Franklin at 8 p.m. Saturday. Organizers have been prepping the Temple Building's original sanctuary space for the runway show to give it a more glamorous look. Joeval's in Brighton is pairing with Moire's Millinery in Pittsford for the show. Local fixtures Hickey Freeman and Adrian Jules will supply the menswear, and new store d. Kent & Co. will showcase fashions for men and women. Button will close the show. Guest DJ Lee is being sponsored by designer Greg Polisseni, who will be showcasing his new line of jeans.

Also look on Saturday for local model Sean Mead, who was featured with Rihanna in the music video for her song, 'What's My Name?' He's a Fairport High grad now living in Los Angeles.

The night at the Temple Building - which is being refurbished with 32 new units, including penthouses and studios - is a break from tradition; previously, the Saturday show devoted to glam wear has taken place at the Memorial Art Gallery.

Part of the appeal of Fashion Week, co-organizer Meghan Mundy says, is that it's always changing.

Fashion Week will close, instead of open, with its boutique crawl. Twenty stores are participating this year; registration begins at 11 a.m. Sunday.

MCHAO@DemocratandChronicle.com

Twitter.com/MaryChaoStyle