The Runway Wasn’t the Only Thing on Fire: A Breakdown of the 2025 Ascend Fashion Show

The Ascend Fashion Show, held July 26, 2025, at the Covington Aquatic Center, promised transformation, bold creativity, and community. What unfolded was a beautiful clash of intention and oversight, visually captivating at times, but marred by operational fumbles and missed opportunities for real fashion elevation.

An Opening that Dazzled

Things began on a high note. Seattle Synchro, an elite synchronized swimming team of Olympians and national talents, set the tone with a mesmerizing aquatic routine to “Into the Jungle.” Their grace, athleticism, and flawless execution left attendees wide-eyed, hopeful for the bold creativity to continue.

Early collections delivered on aesthetic and innovation. Kimmi Designs brought sustainability to the forefront with thoughtful upcycling. Couture Tutu offered a whimsical pop of color. Juliet “Juju” Dang’s vibrant, street-savvy tracksuits gave GenZ energy with polish, and Justin Zachary Couture teased high-concept artistry, even if details were hard to catch from some seats. Jersey Virago followed with a vintage rock and boho blend. A mixed medium that was bold and edgy with a whisper of power dressing reimagined for the modern muse. The collection’s minimalism with touches of fringed sparkle was refreshing, though some models appeared to struggle under the sweltering heat, dimming the otherwise sharp runway energy.

But Then… The Heat Hit

Literally.

The venue, while unique, was brutally hot, an issue that became a running complaint from the moment guests walked in. Some fans protested loudly from their seats. By the time intermission hit, many attendees bolted for fresh air, VIPs included. And let’s talk about that intermission, nearly 20 minutes long. For a show that started late and stretched deep into the evening, it felt indulgent, not intentional.

I arrived early and was seated rows back. Admittedly, odd positioning for press, considering NFM’s status as the Pacific Northwest’s largest fashion and entertainment magazine. That, and the lack of invitation extended to style influencers, bloggers, or regional buyers, reflected a larger issue: this was a ticketed production, not a true industry showcase.

Performance-Driven Fashion: The Second Act of Ascend

Post-intermission, the night gained steam again with Painted Lotus Designs’ ornate neck and shoulder crowns that turned models into living art. Beach Scene brought laid-back boho wear, elevated by one standout moment where a model dove into the pool mid-runway and being ceremoniously carried back out by Seattle Synchro in a beautiful, theatrical finale.

Walace Style’s collection closed out the adult designer lineup, and it soared. With massive, sculptural wings and well-rehearsed model movement, the segment earned its standing ovation.

The final act, however, swapped avant-garde for adorable: youth models from the Top Model Boot Camp emerged in LED-lit tops, embodying hope and ambition. The energy was inviting, but the placement, closing the show after high-fashion, felt off-kilter for seasoned attendees.

A Show Divided

What should’ve been a breakthrough for local fashion voices became a cautionary tale: creative ambition can’t carry a show with PNW titans like Jersey Virago without operational structure and industry respect. From late start times to sweltering conditions and VIP/media neglect, this event illuminated a critical gap between performance pageantry and legitimate fashion infrastructure.

Still, credit where it’s due, the designers, performers, and especially the models showed up, gave their all, and left it on the runway. Ascend had vision. But until shows make room for press, influencers, and buyers, not just ticket holders (namely friends and family of models) and profit margins, Seattle’s fashion scene will remain a well-kept secret instead of the rising global force it deserves to be.