Although the event was smaller than last year's incarnation, Maiden aimed to garner more publicity than in years past by enlisting actress Parker Posey to co-host with Fox-5 news anchor Will Thomas. The pair mingled with guests during the reception, where Posey tried on jewelry from vendors and even donned the baubles during the fashion show.

Title sponsor Glacéau Smartwater outfitted the hotel’s Astor Ballroom with a sleek lounge featuring white couches and glowing blue cube tables. A custom-designed ice bar provided Smartwater bottles during the pre-show reception and silent auction, while Tommy Bahama offered samples of drinks like the "Goldentini," made from Golden Sun rum and sweet tea.

Held in a tent outside in the St. Regis courtyard, the fashion show featured a white fabric-covered runway and clothing from five designers, including dresses by Annatarian and Adele Wechsler’s dramatic, hand-beaded wedding gowns. After the approximately 90-minute show, guests headed to Lotus Lounge for the after-party, toting gift bags loaded with products like L'Oréal Professional hair styling cream, Green Works dish soap and a scarf from D.C. designer Moojoo Ken. (In fact, the bags were so overloaded, the bottoms ripped out when picked up off the damp tent floor. The bags were recyclable, “but they are not waterproof,” FFP creative director Michael Dumlao warned the crowd. Fortunately, planners were able to distribute extra bags so guests could haul their swag home.