REDCARPET EVENTS: W HOTEL SF NOIR FASHION SHOW
PHOTOS BY: REY DEL FIERRO
On December 13, 2025, W Hotel San Francisco transformed its iconic space into a dramatic fashion environment for its annual holiday runway show, reimagined as Cinematic NOIR. The immersive evening blended fashion, performance, and community into a richly layered celebration inspired by the visual language of classic noir cinema.
Hosted by W San Francisco and produced by Defined SF, the event was executed under the production leadership of Johanna Dy. She oversaw the coordination and execution of the evening, supporting a format that brought together fashion, live performance, and guest experience within a cinematic framework suited to the holiday season.
Fashion show direction was led by Eddie Cotillon, whose experience in runway production shaped the structure and presentation of the show. Cotillon guided the runway execution with clarity and discipline, ensuring each collection was presented with cohesion, intention, and visual impact. His direction allowed the choreography and pacing of the show to support the noir-inspired mood while maintaining a polished, professional runway presentation.
Creative direction and experiential curation were shaped in collaboration with Jan Regala Freeman, curator, stylist, and founder of Luxe by Julianna, who led event production and event curation for the evening. Freeman’s role focused on overall event production, creative styling collaboration, experiential design, and brand integration— bringing together fashion, environment, and guest engagement into a cohesive luxury experience that extended beyond the runway.
Together, the creative leadership developed a sophisticated interpretation of noir aesthetics, expressed through a palette of midnight black, deep burgundy, molten silver, and gold accents. The runway featured collections from designers Renée Messinger, Jillian Shafer, Jon Rodriguez, and Alysia Chang, presented through movement-driven choreography that emphasized silhouette, texture, and cinematic mood.
Beyond the runway, the event welcomed a distinguished guest list that included designer Calvin Hom, Joseph Domingo, and members of the Healdsburg Committee, underscoring the show’s role as a cultural gathering point within the Bay Area’s fashion and creative community.
A curated Last Look Holiday Pop-Up Market extended the experience beyond the show, featuring Luxe by Julianna alongside Viviana Luxury, Curamourie Haus, Drink Teya, and Charmed in SF—inviting guests to engage with curated retail and craftsmanship.
Live violin by Tristan L’Heureux, soprano vocals from Nicole Koh, and a DJ-driven soundscape heightened the cinematic ambiance, while VIP guests enjoyed access to W’s Silent Night Speakeasy featuring Copain and La Crema wines alongside Moët & Chandon champagne.
Cinematic NOIR stood as a collaborative effort rooted in production, direction, and thoughtful curation. With Defined SF producing, Eddie Cotillon directing the runway, and Jan Regala Freeman leading event production and creative curation, the evening reflected a refined approach to immersive fashion experiences in San Francisco.
