Don’t know where it is? Of course you do. It’s right here in Milwaukee at the annual Symphony Style fashion show to benefit the Milwaukee Symphony Orchestra.

"The thanks really need to go to Peg Bradley and the group of women who started the show," says Tony Chakonas, co-chair of 2008’s Symphony Style with Kyle Cherek, Cynthia Stoll and Jordan Dechambre-Childers. "These were the women that originally wanted to bring couture to Milwaukee, despite the fact that it was a very difficult, enormously expensive undertaking."

But a worthwhile one, as Symphony Style remains Wisconsin’s only true couture fashion show.

"As far as I know, the designers always came here to the store on the day of the show," says Heidi Martin of Zita. "The show was very unusual for the time."

The concept of a show of this scale also tied together two important elements: fashion and philanthropy, which appealed to a particular and important Milwaukee demographic.

"For many years, the show was held as a sit-down luncheon at The Pfister, and it was quite successful," says Chakonas. "It was the ‘ladies-who-lunch’ crowd."

And that wasn’t necessarily a bad thing. These were the patrons of the arts, the wives of business leaders, the most fashion forward in Milwaukee for decades. Catering to this group of women had an effect that rippled through the Milwaukee community.

"I think the show raised Milwaukee’s awareness of fashion," says Katherine Zvesper, owner of Au Courant, the presenting sponsor of Symphony Style. "Over the years, and even now, people have been able to see designers they might not have normally known about, those designers that aren’t so commercial or who typically do one trunk show in a city."

In some cases, it also gave them greater accessibility to designers they admired from afar, including Vera Wang, Oscar de la Renta, Valentino, Bill Blass and Badgley Mischka.

Chakonas thinks the continued exposure has been important for Milwaukee.

"It exposed Milwaukee to fantastic couture, and because of that, we have residents who do see it as an art form," says Chakonas. "We do have a very casual city, but at the same time, this has been an opportunity to show people that Milwaukee does have an appreciation for fashion."

"Milwaukee has always had people who dress beautifully, but what it doesn’t have is Nieman Marcus or Saks," adds Zvesper, who notes that Milwaukee’s selection of boutiques has helped sustain that interest and accessibility year round. "The event has brought world-class designers to Milwaukee."

While the show was an anticipated and successful event both for the Milwaukee Symphony Orchestra League and in bringing fashion to Milwaukee, it faced a midlife crisis as it entered its fourth decade.

"That original demographic was disappearing," says Chakonas.

Organizers realized, however, that the city’s interest in fashion had not. It had just evolved, and the event needed to evolve with it. They also realized what had been nurtured in Milwaukee for so long was unique and worth continuing.

"Symphony Style is an event, and really one that you would normally have to go to New York City to experience," says Chakonas. "And then even if you are in New York City, it’s not easy to get into the tents at Bryant Park, even for clients. The shows are primarily staged for editorial reasons, so it’s the editors and stylists who are in the seats, and entrance is very restricted."

The challenge was to create a new product, one that would still support the symphony and keep Milwaukee’s historic tie to the fashion world, but at the same time appeal to a broader demographic of symphony patrons and lovers of fashion.

"We changed it drastically," admits Chakonas. "We went for broke and turned it into a big party."

A change of venue was just the beginning, with Symphony Style relocating from the historic Pfister to the contemporary Milwaukee Art Museum. Instead of a luncheon, the annual event now includes food stations, live entertainment and a silent auction in addition to the runway show.

"Even though Milwaukee’s not Los Angeles or New York City or even Chicago, we have that level of a fashion show here," says Martin.

"It’s very glamorous, very Fashion Week," agrees Zvesper. "It’s a world-class event."

Since its radical evolution, Symphony Style regularly draws about 500 attendees.

"What’s really interesting now is we have attendees from their 20s to their 70s," says Chakonas. "And what’s even more interesting is that it’s gone from an event where I was one of three men in the entire room to a group that’s split nearly 50-50 men and women."

Martin has attended or taken part in the show for the past 17 years, and she’s pleased with the evolution.

"It has a bigger, younger audience," she agrees. "It’s now more than the ‘ladies who lunch,’ which is great."

But some things haven’t changed.

"Every year we have to resell Milwaukee to a new designer," laughs Chakonas. "They have no idea where we are, that we’re on a lake, that we do a professional show of this size and scope here."

Symphony Style organizers have learned to be quite savvy in selling Milwaukee, as well as cherry picking just the right designers for the show. They’ve learned the ropes of attending the real Fashion Week and of selecting models — often represented by Ford and Elite — in an open casting call for the Milwaukee show.

"We’ve really done a good job of getting designers who are well known, but haven’t had enormous publicity," says Chakonas. "After they’ve been here, the press always seems to start noticing them."

Case in point: This year’s featured designer, Peggy Jennings.

"Peggy Jennings has been in business for more than 27 years and she does zero advertising," says Chakonas. "Yet, her detail work is exceptional; she’s true couture, but she’s still a secret. The caliber of her work is something that most people have never seen."

Just as designers have educated Milwaukee on fashion for more than four decades, the city also provides an education in return.

"What’s really interesting is that once the designers come to Milwaukee, they don’t want to leave," says Chakonas.

And they don’t forget us when they go back home either.

"They leave excited and impressed," agrees Zvesper. "Symphony Style has helped to make a big name for Milwaukee in New York City, too."