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Since 2005, a young team of hardworking marketers, event planners, and go-getters have taken a small, college-level showcase, and transformed it into one of the most talked about entertainment events in Los Angeles.

When founder Jason Peskin met a young designer attempting to expose her line, they first envisioned a simple fashion show to which they would invite buyers. However, after speaking to many of their friends and colleagues, it was apparent that more innovation would be needed to spark greater interest in the event. Peskin, with a background in product marketing and concert production, had the right resources and relationships to bring more elements to the proposed fashion show. Adding a concert to the show made sense, but then adding multiple installations and fashion lines by other emerging artists suddenly made things more interesting. With a fashion, music and art theme, the first event took place at the historic El Rey Theatre in Los Angeles. More than 700 guests attended and witnessed the birth of a movement - Project Ethos. This show sparked a need and energy in the Project Ethos team to provide such opportunities to fellow artists of all kinds.

Now five years later, on the eve of LA Fashion Week, Project Ethos is poised to execute its biggest and most complex event yet at a newly renovated Music Box (formerly the Fonda). The outfit's 12th major showcase will feature 10 fashion lines, more than 80 models, two live bands, four DJs, and 12 visual artists - all combining their forces of creativity to get the attention of the right people. Buyers, media, curators, event-goers, and consumers will make up the more than an expected crowd of 1500.

Some of this show’s highlights include Gordana Gehlhausen and Jesus Estrada - two former Project Runway contestants. They were added as headliners to increase the exposure of younger, newer designers opening the show and create a richer experience for everyone attending.

Another major highlight is the addition of Bruno Mars to the concert portion. Mars is currently burning up the music charts and radio waves with the song "Nothing on You" by B.O.B. If the fashion and music elements weren’t enough to cause excitement, the show is dedicating an entire rooftop patio to showcase the works of talented visual artists, including live painting from Michael Pukac. Further, Provecho Restaurant will provide the food, while DJ sets from Frontside will infuse the gallery with moody vibes.

One of the great things about this Project Ethos event is that when the fashion show is over around 11 p.m., the party is just getting started. The chairs around the runway will be cleared for a 12 a.m. performance by Love Grenades and DJ sets from Mando Fresko keeping attendees entertained until 2 a.m.

Don't be mistaken, however. Despite all of the fun and excitement it provides with each and every one of its events, Project Ethos is most proud of the fact that it has been working tirelessly for years to expose artists to unique opportunities while exciting attendees. Through blood, sweat, and tears, Project Ethos has arrived to contribute to the fashion week scene (but not take it over). After all, it is more than just fashion.