Application Process


  • FWLA presents collections from apparel brands on the runway. No other type of presentation is available (i.e. trade show booths, fashion installations, etc.).
  • Third-party and individual sponsors are not allowed.  All sponsorship must be approved through event producer.
  • Runway shows are organized into SESSIONS, which consist of back-to-back runway presentations from approximately ten (10) designers / apparel brands that have similar targets, such as: gender, style, demographics and/or retail price point.
  • FWLA is comprised of multiple SESSIONS each event day.
  • Each presentation within a SESSION shares identical HMU “looks”. In other words: make-up and hair is the same for all designers participating in the same SESSION.
  • Each SESSION has the same attendees. FWLA does not re-seat attendees within a SESSION.
  • Each SESSION is approximately one (1) hour and fifteen (15) minutes.
  • FWLA focuses on 3 levels of brand presentations: Discovery, Emerging & Anchor (See below for a description of each Category)
  • FWLA does not mix Men’s and Women’s Collections together.


  • Collections must consist of women’s ready-to-wear, not bridal wear or children’s wear.
  • Anchor brands: flagship store or $7M in revenue (must present 30+ looks)
  • Emerging brands: 3 years or three stockists with $1M in total revenue (may present 15 or 30 looks only).
  • Discovery brands: collection ready 30 days prior to FWLA event + collection designed in-house + show ability to go into production and distribute collection (may present 10 or 20 looks only).


  • Anchor Designer Application Deadline: August 1, 2016
  • Emerging Designer Application Deadline: July 15, 2016
  • Discovery Designer Deadline Application Deadline: July 15, 2016
  • Deposit ($450), due upon acceptance of application
  • Final Payment Deadline: August 1, 2016 (Anchor Brands: August 15, 2016)
  • Guest list due date: September 15, 2016


  1. FWLA has a two phase approval process called: STYLE STRUCTURE
  2. Complete online application (candidate will receive automated email that application has been received by our system).
  3. Screening Committee will review candidate within 7 business days (notification will be sent to candidate and may be contacted by for follow-up questions regarding the brands STYLE).
  4. If candidate is approved for STYLE, brand will be issued a Participation Agreement which must be returned within 7 business days, along with a $450 deposit.
  5. Show Producer(s), Committee and/or On-boarding will likely schedule a follow-up call within 7 business days to investigate the STRUCTURE of the brands company.
  6. Brand is issued a welcome packet and requested to complete and return promptly. Please do not submit samples unless specifically requested to do so.
  7. Applicants may be asked to submit additional supporting information, which will be considered alongside the application to reach a final decision.
  8. Appication Approval is usually determined within 14 days of receipt of signed agreement & deposit
  9. Approved brands are invited to participate in the runway format presentation.
  10. Final participation payment is due on or before: August 1, 2016.


  • coordinating retailer and press invitations
  • pre-event press release
  • attendee gifting
  • hair & makeup
  • ushered seating
  • in-house media coordinator
  • in-house retailer relations
  • end-to-end event production
  • top LA based models from leading agencies
  • styling and back-of-house coordinator
  • music coordinator for royalty free sync
  • broadcast-quality multi-camera video production license
  • professional runway image license