Seattle isn't quite known as a Mecca for high fashion. After all, this is a region which spawned the flannel tops and blue jeans of the early nineties grunge scene. But Shalonne Foster, Chief Executive of Fashion Network-Seattle, is trying to change that perception by writing about some of the innovative fashion activities in the Pacific Northwest. We chatted with Foster, a UW grad who previously founded the event planning company Posh Productions and interior design firm Foster Design Group, for the latest installment of Startup of the Week.

What’s your elevator pitch... Fashion Network-Seattle is the number one source of fashion related content in the Seattle Metro area.

We came up with the idea... Seattle’s fashion industry is relatively large ($8.6 billion industry in 2009) and very vibrant. But after returning from New York and Paris fashion weeks, we realized that it wasn’t receiving the attention it deserved. After an Internet search for Seattle area fashion designers came up empty, I realized a void in the marketplace. It was difficult even knowing who local fashion designers were, let alone get to know their work. What started as a personal interest, quickly became a platform for the fashion industry in our area.

Shalonne Foster

The word that best describes our company culture is... Collaborative. We strive to really work with local fashion industry professionals (designers, photographers, beauty and more) to demonstrate to the world and to Puget Sound-area consumers the quality of the work that’s being done here.

We are different from the competition because... With the proliferation of WordPress, fashion blogs and E-zines are a dime a dozen and most try to be all things to everyone, while monthly magazines generally wrap fashion into entertainment and have limited resources. Fashion Network-Seattle has a single focus and is hyper-localized, which makes us very good at what we do. Above quality, our coverage is comprehensive; industry profiles, event reviews, trends, jobs and a calendar, which has become a great resource for local fashionistas to discover fashion shows, trunk shows, sales and other special events.

The biggest challenge we face is... Growing a business in a tough economy and overcoming the 'Seattle freeze.' They say that New York is the city that can make or break you but don’t let Seattle fool you. It’s been a challenge being the new kid on the block and only time will change that.

We’ve raised... We have made personal investments to get the company off the ground and for now it’s a self-sustaining operation. We are reviewing options to launch a new program in 2011.

If we had $3 million, we’d invest in... Some functionality improvements to the site. We'd invest in increased video capabilities, rent a centrally-located office space and hire on our current volunteer staff. We might also consider doing some marketing.

The oddest thing about our company is... We are an extended family of passionate and committed volunteers, interns and professionals. We operate mostly out of our homes and our weekly meetings are held at Mrs. Ellawala’s home, where staff is welcomed by freshly made lunch made and a spread of goodies provided by her mom. We attribute the three fold growth in site visits and brand awareness to the family spirit of the company.

The one thing missing from our business is... An office space, which will further encourage our collaborative spirit.

We won’t fail because... Fashion Network-Seattle is dedicated to the business of fashion and less concerned with the glamour. As the fourth largest fashion industry in the country there is a huge amount of potential to expose the good work being done here and support the growth of this budding industry. We are focused on building relationships, not just clientele, and are constantly seeking to fill voids in the marketplace.

Editor's note: Have an interesting Seattle area startup that you'd like featured on TechFlash? Answer the 10 questions above with some flair and personality and submit them, along with a headshot, to johncook@bizjournals.com. Please, only founders of Seattle area startup companies should apply.