Story by Jessica Gressa Madison is no fabulous fashion hub, yet the scene on Friday night could have fooled anyone. The industrial, minimalist penthouse was filled with a diverse crowd, sipping and socializing. DJ Christian Rock mixed electronic music, heightening the anticipation. The center focus was a raised runway extending out from a lit white wall, the epitome of any professional fashion show. Above the runway hung the words “Fashion Fridays.” The theme of the night was London Calling, gathering inspiration from British classics, a major trend in designer fall collections. The intention was to bring high fashion styles to the general public at affordable prices. The runway show featured local boutiques Fred, Maverick Clothing, Patricia Shoppe and Newd clothing. Fred Boutique located in Milwaukee, met the theme more appropriately than the other four, showing hooded capes, plaids, tights and black ankle boots. Maverick Clothing took inspiration from British punk rock with grunge pieces. Patricia Shoppe featured classic Brit styles such as patent leather flat caps and trenches. Newd Clothing presented original graphic tees and jeans. Innovative as it was, Fashion Friday lacked one thing — fashion. The event itself, on the other hand, could not have been more professional. The location, the presentation and the staff made the night. But, the participating boutiques lacked the sophistication to match the event. Newd clothing featured graphic tees and hoodies. How is that in anyway inventive or relevant to the theme? The other boutiques tended to take the British stereotype too far, hence the patent leather flat caps. The true delight of the show? The exceptional hair and makeup. The look resembled that of Dolce and Gabbana’s fall show, dark crimson lips and tightly pulled back hair. It was brilliant. Although the choice of boutiques was lacking, the experience of a fashion show in Madison made it worthwhile. Unbeknownst to Wisconsin, the Midwest has a style scene. Fashion Fridays is a trendsetter, taking a risk in order to create something unique and necessary.