Sway on Telegraph put on their Spring Runway Show this past Thursday.
At 8 p.m. on Thursday, April 8th, the ladies of Sway opened their doors to the dozens of men and women anxiously waiting to see what the local boutique has in store this season. Greeted by friendly staff, music blasting, and a smorgasbord of snacks and refreshments, guests freely roamed the store and browsed Sway’s new spring arrivals. After the crowd settled around the store, a brief introduction was made and the show started shortly thereafter, as the ground floor transformed into the runway.
Sixteen models rocked the runway, wearing essential pieces for every girl’s spring wardrobe. Floral and lace pieces were no strangers to the audience, adding a touch of femininity to every look, and rompers, statement accessories, and gladiator sandals and wedges were revived yet again this season. For the daring ones, this spring offers a chance to bare it all, with bandeaus, sheer lace, short shorts, and shorter skirts. ‘Tis the season to be bold, as Sway played up simple styles by mixing prints and colors to create fun outfits for a day out in the sun.
After the show, racks of clothes were pushed across the store and the guests scrambled to start shopping. As if getting their hands on Sway’s hot new items was not incentive enough to stay, shoppers were prepared to put up a fight after hearing that they would be getting 10% off their purchases. Customers with armfuls of clothes and hangers lined up for dressing rooms as patient employees attended to every shopper’s needs and wants. Demand for pieces was high, as customers furiously described pieces they wanted from the runway. As shoppers exited, they were each given a small goody bag filled with jewelry and an additional 10%-off coupon; Sway definitely made sure everyone left satisfied.
The audience lined either side of the runway.
Some of Sway's jewelry collection.
This or that: the art of picking the perfect piece.
A trio of excited shoppers.
The lone shopper. All photography by Albert Treat.
For those who are not familiar with Sway, this local fashion haven can be found on 2569 Telegraph Avenue. Sway hosts a show every season, so don’t miss the next event!