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Good Looks
Fashion Show

IRL Events

Challenge

The Good Night for Goodwill Gala needed a centerpiece experience that could do more than entertain the room of donors and community leaders. We wanted to "excite and delight" and create something that added livliness and gave the fundraising effort real emotional momentum.

Solution

My team and I conceived and produced the Good Looks Fashion Show as a fully realized brand experience within the Gala, built almost entirely in-house and on minimal budget. The concept was to partner with 5-8 local designers and stylists to create 40+ original runway looks using exclusively thrifted materials, then produce the event with the same creative rigor as a professional fashion show. That meant building a distinct visual identity for the show, directing model and designer coordination, overseeing hair and makeup, scripting the emcee, programming music and lighting, and managing the full run of show in collaboration with event stakeholders.

To extend the show's impact beyond the live event, we also concepted, shot, and produced a full editorial lookbook in-house, giving the designers' work a lasting platform, and giving Goodwill a brand amplifier that continued performing long after the night was over.

Impact

The 2025 Good Looks Fashion Show contributed to $400K raised at the Gala in support of Goodwill Central Texas's education, workforce development, and job training programs.
The show has grown into a signature annual event, with the 2026 Gala already planning to feature live and silent auction offerings for styling sessions and custom designs from participating designers.

Brand Positioning Art Direction Retail Fashion Photography Copy Writing Editorial

Creative Team

Diana Rose Smith | Creative Director, Photographer

Abigail Toon | Sr. Graphic Designer

Caleb Stafford | Jr. Graphic Designer