Amped Up

Voltage: Fashion Amplified returns to First Avenue this month after a one-year hiatus. The show, which pairs local rock bands with local clothing designers, has helped raise the visibility of our nascent design community.

This year is Voltage’s third. It sold out in 2005, even though it went down midweek, on a Wednesday. Maybe the attendance can be attributed to all the models, designers, and musicians and the fans who love them. But even though the three prime artistic parties emanate a DIY, punk-rock vibe and the lineup includes several talked-about local bands—including The Plastic Constellations, The Alarmists, Black Blondie, and The God Damn Doo Wop Band—Voltage is going corporate this year.

But that’s not such a bad thing. For the first time, all the designers that applied to be in the show have to create a limited-edition run that can be sold in stores after the event. “All the designers have been meeting with the Voltage design panel once a month after their acceptance,” says Voltage founder Anna Lee. The panel’s composition reflects the business community’s eagerness to continue to cultivate local talent. Members include designers from Target and buyers from Macy’s.

“We want our designers to build their lines up to professional standards,” says Lee. “And we want to give them the tools they’ll need to create an actual sustainable industry here in Minneapolis.” Although that doesn’t sound all that rawk, it’s a noble goal. But for the average rock slob, the concert still rests on a tried-and-true concept: taking hot rock bands and dressing them up like hipster Ken and Barbie. The six bands on the bill (in addition to the aforementioned, The Mood Swings and Dance Band are also playing) are each paired with a local designer who designs arty, one-time-only getups that the musicians wear while performing. While that’s happening onstage, this year’s twelve chosen designers will parade their lines down the runway.

“Minneapolis has a great artistic community,” says Lee, “just like other indie rock cities like Austin and Seattle. And we believe that fashion and music can both be accessible and mutually beneficial.” April 11. First Avenue, 701 1st Ave. N., Mpls., 612-332-1775