“ For more than a year, Sweet has been designing his own fashion statement, a proclamation he hopes rings loud and clear around the world. “I know that sounds a little over the top right now, I admit it,” Sweet said. “But it’s a world community we live in now, and I want an event that at least its goal is to attract a worldwide audience.”
He chose La Jolla to build off its reputation as a beautiful, exciting destination among the jet set. In addition, the fashion film festival was created to emulate New York Fashion Week. “The reason it has so much excitement and press coverage,” Sweet said, “is because it has the industry going to it; it has credibility. […]”