On Saturday night, the Spina Bifida Association of Illinois showcased the work of 28 local designers at a fund-raising cocktail party and fashion show called "Sweet Chic," held at the Museum of Contemporary Art and presented in partnership with the Apparel Industry Board Inc. The event's name was telling of the displayed fashions, which—in a Project Runway-style twist—were crafted out of candy wrappers from Tootsie Roll products.
Amy Maggio, executive director of the Spina Bifida Association of Illinois, spearheaded Sweet Chic planning efforts. When she began approaching sponsors back in February, Maggio said that she targeted Tootsie Roll Industries because an employee has a direct tie to the cause. "One of the major principals at Tootsie Roll has a child with Spina Bifida," she said.
Looking for what she called a "a conceptual link" between the event and its principal sponsor, Maggio and her committee decided to create a fashion exhibit using Tootsie Roll candy, and instead of a runway, Sweet Chic models stood atop pedestals staggered throughout the museum's main hallway. (Signage beside each pedestal provided info on the designers behind each creation.)
Along with creating an innovative sponsor presence at the event, Maggio hoped that the idea of candy-wrapper clad models would inspire curiosity among the public (and, therefore, increase ticket sales). "We wanted to create something unique enough to build an audience where the charity may not have one," she said. Ultimately, the event drew 300 guests with the help of board members, who each aimed to sell 15 tickets, and ads in CS magazine, Sweet Chic's media sponsor.
Following the fashion presentation, guests headed to River North restaurant Madame Tartine for a dessert and champagne after-party dubbed "Vive la France." Oustide of the restaurant, a red-carpet installation displayed a vehicle from another event sponsor, Mercedes-Benz. (A similar installation stood outside the entrance to the MCA.) Both Mercedes-Benz and Madame Tartine advertise in CS magazine, so the event helped stage a "great cross promotion," Maggio said.
Correction: A caption in this story has been changed to attribute the pink dress to designer Richard Morse.
