Producer Spotlight: W Minneapolis and The Scout Guide

February 21, 2018



To begin the Fashion Week MN festivities this coming April, The Scout Guide Minneapolis and W Minneapolis have teamed up to present Minnstafashion: Official Fashion Week MN Kickoff.

Located in the historic Foshay Tower downtown, W Minneapolis is a luxury hotel which opened in 2008 when the tower was renovated. The W remains true to the building’s legacy, and works to draw guests into the historic tower that is significant to Minneapolis and the state of Minnesota. For the past three years, W Minneapolis has provided the perfect location for FWMN’s Minnstafashion event, in partnership with The Scout Guide Minneapolis.

The Scout Guide Minneapolis is a beautifully curated and printed guide that aims to promote shopping locally by featuring artisans, builders, makers, retailers, entrepreneurs, and other great local businesses. There are over 70 other cities included in TSG collections across the country, which are supported by a large national blog with 500,000 readers. The Minneapolis version of the guide is updated and launched every 14 months, during which time it is continuously supported by the blog as well as its social media network. In each guide, Ciardelli and her team work to find the right mix of qualified and successful local businesses to highlight, either by reaching out to these businesses or responding to requests to be featured. TSG has sponsored and promoted many local fashion designers in the past five years, with names such as Jenny of Whirls and Purls and Elizabeth Geisler of Cocoon making the list.

We recently caught up with Matthew Galaviz-Reed, complex marketing manager of W Minneapolis, and Kerry Ciardelli, editor of The Scout Guide Minneapolis, to learn more about the upcoming Minnstafashion event.

Ciardelli and TSG first began working with FWMN when she was introduced to Jolene Koepp from W Minneapolis, who was interested in creating an event for Fashion Week MN. “Jolene and I met and came up with a concept that was built around Instagram,” says Ciardelli. “Our idea for the event was a party simply letting people show their own style and be center stage—that was the start of Minnstafashion.” Since then, Minnstafashion has been an event that features five local designers in a live fashion presentation where guests are invited to see designs up close, as well as pop-up shops that allow guests to shop from featured designers.

Matthew Galaviz-Reed first joined the Minnstafashion team in the fourth semi-annual edition of the event in spring of 2017. “I was able to really immerse myself in the fashion scene in Minnesota,” he says. “What excites me the most about Minnstafashion is the energy that comes out of the event. Energy in seeing new/next fashion designers have a platform to showcase their artistry that exudes inspiration. It’s a sensory explosion and I absolutely love it!”

As for what to expect this year, Ciardelli says, “Every year we like to add something new, and hope to shake it up a bit! Our local pop-up shops featuring makers and retailers will be growing this year. You can always expect to have a blast at Minnstafashion and really kick off the fashion week ahead here in Minnesota.”

And the fashion doesn’t stop with the featured designers at the event, according to Galaviz-Reed. “The models are not the only ones dripping in fashion, so are the guests,” he says. “I love that people get the opportunity to really get all dressed up for a night of expression. Show up, show off, show stop.” Overall, he says the event is a must see for anyone in Minneapolis, and “does not disappoint by showcasing inspiration, talent, and energy.”

This year, Minnstafashion will be hosted Thursday, April 19 at 7 p.m. at the W Minneapolis. New to this installment, two of the featured fashion presentations will be showcasing men’s fashion, along with three others showcasing women’s fashion. In addition to fashion presentations and pop-up shops, the event will feature a live DJ and prizes for best dressed. We hope to see you there! If you’re a local designer and would like to be featured at this event, contact Kerry at [email protected]. To attend this free event, RSVP at For exclusive rates during Fashion Week MN (April 15-29), visit

By Sydney Sturm