Subconscious P3
One show, built three times, and the people behind it. Subconscious P3, the third edition of our annual show and the first fashion show ever produced at The Icon in Detroit, told in full. We list a project here once it has happened, not when it is planned. Every credit below is a Detroit name.
Subconscious P4 is August 2027. Shows, activations, and campaigns in production will appear here with their credits after the fact.
What the agency ran
A Michigan-wide casting call, fittings, model packets, and call times for every model in the show.
Casting, with BuzzFiles
Hair, makeup, styling, backstage
Twenty-plus stylists and a full backstage team running looks, changes, and lineups across four acts.
An open designer search and selection, with eight cut-and-sew collections chosen to carry the acts.
Concept and creative direction
The four-act story, the moodboards per act, the runway design, and the show’s visual identity.
Designer search
Forty-plus photographers and videographers coordinated on the night, with a post-show rollout to every model and designer.
Media production
Crew, volunteers, guest experience
Twenty-plus volunteers briefed, assigned, and credited, plus production assistants through breakdown. Ticketing, check-in, seating, and the room itself, from doors to the last look.
Designer and model announcements, save the dates, ticketing, and press, all organic. No paid media.
Venue, AV, run of show
The first show ever staged at The Icon: layout, lighting and sound, backstage build, and a minute-by-minute run of show.
Marketing and PR
In the beginning, there were no rules.
Subconscious is an immersive fashion experience about the tension between conditioning and authenticity: breaking away from imposed identity and reconnecting with the self underneath the programming, through fashion, movement, sound, and storytelling. P3 ran in four acts, The Conditioning, The Break, The Rebirth, and The New World, with eight designers presenting original cut-and-sew collections on models cast from across Michigan.
Staging it at The Icon, the home of Pensole Lewis College, was the point: every guest, camera, and post put new eyes on the only design-focused HBCU in the country and the students building their futures there.
“The pacing, music, styling, models, venue, and production all worked together to make the show feel like a story.” Layla McMurtrie, Midbrow, August 11, 2026.
Credits
The core team. On the night it was more than a hundred people.
Brandon Williams, Creator and Executive Producer. Mo Pour (BuzzFiles), Co-Executive Producer and Casting. Madeline Incammicia, Production and Check-in Lead. Lia Massey, Creative Direction. Amarion Gantt, Lead Stylist. Jordyn Wilcox, PR. Luan Dibroshi, Production Manager. Nicholas Madruga, Creative Associate. Zaydn Worthy and Julian Wells Gordon, Executive Assistants.
Designers: [DESIGNER NAMES, 8]. Hair and Makeup: [HAIR AND MAKEUP LEADS]. Sound: [DJ OR SOUND].
Want this for your show, launch, or campaign?
The same team scopes client work as a fixed deliverable list, not an hourly meter. Tell us the idea and the date.