March not only marked the formal beginnings of springtime fashion, but made a specific fashion mark for us dehydrated fashion cravers in the midwest. WHY? Because of StyleMax, Chicago. One of Chicago's Fall Women's Apparel and Accessories Trade Show.
As a born again Midwesterner, this was my first experience at StyleMax. I was more than excited about the possibilities. A common set-up for disappointment. No, I joke--it wasn't terrible, but it wasn't MAGIC. Shame on me for even thinking it would come close.
I went in with the vision to SPEND and scout out this talked about Chi-town 5-day event. It is MASSIVE! Located at the Merchandise Mart in downtown Chicago, the 2-floor show was filled with moderate-better-bridge vendors. Understanding the vendor market constraints, I was still in search of good fashion. However, the show lacked a great deal of meaty or strong styled moderate designers. Of course you had your Laundry and Free People, but even their selections left something to be desired.
My feelings are indifferent. There was a lot to choose from, but interesting designers were hard to come by. I found a couple gems. Made a few buys. Bought what I needed. But, the scary part was I managed to stay in budget. REDFLAG. I'm not sure if it was the money saver in me, subconsciously influenced by our not so stable economy, or the absence of wow from the offerings.
Will I return in August? Yes, well, maybe. Though I didn't leave fully hydrated, I did walk away with more than I came with---enough to sustain me until my next east coast visit. It's the little things I push for that keep me going.
