Get ready for some runway drama as hosts Libby Sundgren and Alysse Bryson chat with Alexandra Nyman from the Break Free Foundation. From backstage shoe-throwing to promoting diversity on the catwalk, Alexandra dishes on how she turns chaos into meaningful Fashion Week events. Discover what it takes to blend fashion with purpose, highlighting mental health and addiction recovery, all while keeping your cool. It’s a behind-the-scenes peek you won’t want to miss!
Resources Mentioned:
- Alexandra Nyman: LinkedIn & Instagram
- Break Free Foundation: Website, Facebook, Instagram, LinkedIn, X
- The Sober Curator: Recovery Resources
- Alysse & Libby: Bios & LinkedIn
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Transcript
The following transcript is not certified. Although the transcription is largely accurate, in some cases it is incomplete or inaccurate due to inaudible passages or transcription errors. The information contained within this document is for general information purposes only.
Alexandra Nyman [00:00:00]:
No one knew. Like, no one realized that, like the. In the backstage, we literally had designers screaming at each other. And at one point in time, the one designer threw her shoe at the other one.
Alysse Bryson [00:00:13]:
Was that the show that the behind the stage was downstairs in the basement was that year one? Yes, Yes, I was there. Yes, yes, yes.
Libby Sundgren [00:00:22]:
Oh, my gosh.
Alysse Bryson [00:00:23]:
That was that also.
Libby Sundgren [00:00:24]:
That brings me back to when my sister would throw Barbies at me, when we would get in fights. She loved to just chuck a Barbie at me.
Alysse Bryson [00:00:31]:
I worked with a coworker once, and we would sit back to back and I was, I’m really loud on the phone. And because my back was facing him, I wouldn’t know when he was on a call and vice versa. And apparently one time I was being too loud and he decided to get his att my attention to throw a pin at my head. So it almost poked my eye out. Yeah. Throwing things in any work environment, probably not a good idea. Probably probably not a good idea.
Alexandra Nyman [00:00:58]:
Good.
Alysse Bryson [00:00:59]:
Welcome to Beats Winning the Game of Events, where we share stories and strategies to turn any event or life moment into something unforgettable.
Libby Sundgren [00:01:09]:
Events are wild and the people who work in them are some of the most resilient humans on earth. If you know, you know.
Alysse Bryson [00:01:16]:
So come with us behind the curtain for a look at their most memorable experiences.
Libby Sundgren [00:01:22]:
As they say, the show must go on.
Alexandra Nyman [00:01:24]:
So.
Libby Sundgren [00:01:25]:
So let’s get on with the show. Hey, y’all. Welcome to Beats Working Winning the Game of Events. Today. Our guest is Alexandra Nyman. She is no stranger to the high pressure, high drama world of Fashion Week event production. So all you fashion lovers out there or just you people who love to like me, read Page Six and just kind of catch up on what’s happening at these shows, this is the episode for you. She’s the founder and executive director of the Break Free foundation.
Libby Sundgren [00:02:01]:
And through that organization, she really has found a way to blend purpose and production. And she creates these amazing experiences that go beyond the Runway to really spark conversations about mental health and addiction recovery. They’re really cool. We’re going to talk about them now. We’ll link to them in the show notes so that you can get more information. And if you’re not in New York, you can watch them virtually so you will not be left out wherever you are in the country. We’re also going to dive into what it takes to execute these events with impact, the behind the scenes realities of the industry, and tips for controlling all that backstage chaos. And how she’s using her platform to drive Meaningful change.
Libby Sundgren [00:02:46]:
So welcome, Alexandra.
Alexandra Nyman [00:02:49]:
Hello. Thank you for having me.
Libby Sundgren [00:02:51]:
We’re so happy to have you here. Fashion Week events are a beast of their own. So please tell us, what’s your process for taking an idea from a concept to a full scale production? Because if you’ve ever produced a fashion show or even just been sideways next to the production of a fashion show, there are so many things you would never think about that have to be included in the planning. I mean, to just make it real.
Alexandra Nyman [00:03:19]:
Yeah. My process now is very different from how it was when I did the very first show where I. I didn’t really know what I was doing. I paid way more money than I really should have been for venues, and a lot of it was just kind of focused on making sure that it was a good space that also had a decent sized backstage area. Now, the goal is to try to balance the two out, because having a chaotic backstage is one of my biggest pet peeves. Like, I’ve done shows before where, like, you literally have just a hallway and there are 70 models trying to squeeze through, five different designers plus performers, and all these people who think that they’re celebrities, but really, in reality, no one knows who the fuck you are. But they have the attitude of being like a real housewife. And I just.
Alexandra Nyman [00:04:26]:
I love that.
Alysse Bryson [00:04:28]:
Smoking like a real New Yorker.
Alexandra Nyman [00:04:32]:
Yeah.
Libby Sundgren [00:04:34]:
Alex is from New York. She’s going to tell it like it is, folks. No, no Pacific Northwest sugarcoat around here.
Alexandra Nyman [00:04:42]:
No. But I would say my process now is I try to find a venue that fits within the audience size that we’re projecting, which is usually around three to 350 people. And that’s generally like a 10,000 square foot space, plus a space that has at least 6 to 7,000 square feet for the backstage. The more the merrier. And that falls within our budget. We are a nonprofit organization. We’re the only nonprofit that is on the CFDA calendar, which is a huge, huge honor and a huge kind of bragging right for us. But that means that we have to be a bit more creative with the venues that we work with so that we can have money left over in the bank.
Alexandra Nyman [00:05:39]:
And we’re not just simply breaking even each and every show. We’re trying to make it so that the funds that we make can go towards supporting programming like our support groups, as well as other events that we do throughout the year, like an open mic night that we’re working on planning out that.
Alysse Bryson [00:05:58]:
I have been to a couple of your shows. Alex and I have been backstage, and in the audience and an emcee. And yet backstage is definitely chaotic. And I know personally, I had a wild experience in February of 2024. I basically gave myself a black eye by walking into a pipe that was painted red. So it definitely was like warning, there’s a pipe here. But in everything that was going on around me, I, I went to help someone and give them directions, and I, I slammed my head into this pipe. So besides that example, what is the wildest situation that you’ve had to handle behind the scenes at one of your shows?
Alexandra Nyman [00:06:46]:
So for me, the wildest event or thing that happened when one of these shows was already kind of running and going was we had a individual who had a, a bit of a behavioral health meltdown backstage, and they became quite a bit aggressive. And the whole drama was that they felt that one of the other designers had copied off the. Their makeup that they had for their models, and they were insisting that we change the makeup for their models. So it became this entire two hour long mediation of just like being like, hey, like, I hear you. I understand that this may be distressing. However, none of the other designers communicated or shared their mood board. So I can assure you that they didn’t just walk in here, see the hair and makeup look that you had on your models, and then decide, oh, I’m going to do that too, because that’s really cool. You pulled from different sources of inspiration.
Alexandra Nyman [00:08:06]:
But ultimately, we had to really, really try to tread carefully because this individual felt that the makeup was insulting their own personal culture and their heritage. So we wound up really talking to the other designer, explaining their viewpoint and thankfully being able to get them to alter their hair and makeup look to more closely celebrate their own personal culture. At the end of the day, no one knew, like, no one realized that, like the, in the backstage, we literally had designers screaming at each other. And at one point in time, the one designer threw her shoe at the.
Alysse Bryson [00:08:54]:
Other one was that the show that the behind the stage was downstairs in the basement was that year one. Yes, yes, I was there. Yes, yes, yes.
Libby Sundgren [00:09:04]:
Oh, my gosh.
Alysse Bryson [00:09:05]:
That was.
Libby Sundgren [00:09:06]:
That also brings me back to when my sister would throw Barbies at me, when we would get in fights. She loved to just chuck a Barbie at me.
Alysse Bryson [00:09:13]:
I worked with a co worker once, and we would sit back to back and I was, I’m really loud on the phone, and because my back was facing him, I wouldn’t know when he was on a call and vice versa. And apparently one time I was being too loud and he decided to get his attention, my attention. To throw a pin at my head. So it almost poked my eye out. Yeah. Throwing things in any work environment, probably not a good idea. Probably not a good idea.
Alexandra Nyman [00:09:40]:
Good.
Libby Sundgren [00:09:41]:
Yeah. Initially, when you started that story, I was like, I mean, I’m also not in the fashion industry, so. And I’m not very artistic, so I don’t know what that’s like to have to feel that kind of connection to the. The work you’re. The art that you’re making, essentially. Like, I’m connected to my work, but not in an artful way. So initially I’m like, ah, get over it, people. Who cares? But I.
Libby Sundgren [00:10:08]:
But that is. That is such an ultra sensitive situation to. To wade through when it. Somebody is feeling like that is insulting to their. You know, who they are as a person. That gives it a much different weight than someone just, like, complaining about a competitor or something, you know?
Alexandra Nyman [00:10:30]:
Oh, yeah. And especially since they brought their own hair and makeup team, which we provide one for the designers to utilize. This particular designer, they flew in their own team. They purchased and brought in hair extensions. So, like, they spent a lot of money on this hair and makeup look. So I could imagine that having your model walk out and then seeing another one with a similar look, that would feel like a slap in the face.
Alysse Bryson [00:11:05]:
Yeah. Yeah.
Libby Sundgren [00:11:07]:
Well, good job navigating that two hours just of mediation. You’re an expert now.
Alysse Bryson [00:11:15]:
Okay, so, Alex, our tagline for the show is winning the game of events. So what is one lesson you’ve learned from. From producing Fashion Week events that applies to any type of event planning?
Alexandra Nyman [00:11:28]:
What I’ve learned is that less is more. The big reason why I branched off and started doing my own thing is because I did quite a few showcases, and I would volunteer and work backstage as their stage manager to make sure that things were running smoothly and was just like, this wild amount of chaos where they needed to have, like, the projectors going and showing videos from their sponsors that, like, half the audience would be falling asleep to. They would spend exorbitant amounts of money on items inside of the gift bags instead of trying to get things donated or from their sponsors. And it would be stuff that, like, people just throw away after the event. Or, like, my biggest pet peeve is, like, having too many music performers. It really disrupts the flow of the fashion show, especially if the audience, you see them physically cringing and just being like, oh, my God, like, what is happening right now? And I get it. Like, it’s such a creative and collaborative field. I’ll never forget the day that a dancer literally fell off the Runway, cried, and then went backstage and did not come back out.
Alexandra Nyman [00:12:56]:
It just could have been completely avoided if they would have been like, you know what? This is a very narrow, raised platform Runway. Let’s maybe not have, like, three dancers dancing side by side with each other when we can’t even manage to have two models walking side by side.
Libby Sundgren [00:13:15]:
Poor dancer.
Alexandra Nyman [00:13:17]:
Yeah.
Alysse Bryson [00:13:18]:
Have you ever had any challenges, I mean, with fitting of models? Because you are a designer yourself, Alex. So in some of the shows you’ve produced, you’ve also had a collection walking the Runway, so you’ve done double duty. So what’s it like behind the scenes when things don’t fit right or maybe unexpected tears happen?
Alexandra Nyman [00:13:40]:
I, I’m usually very prepared for it. My background as a designer is that I started out in costume design for film and television. And you learned really quickly that doing multiple takes in, like, an 18th century corset, those structures can really wear down, especially if they’re doing, like, a fight sequence. So I always make it a habit to have a kit on me where I have hand sewn materials, I have extra zippers, I have safety pins. I have pins, I have double stick tape. And I’m of the habit of, like, I’ll have a general idea of the model that I would like to wear the piece, but if I put it on them and I’m like, ooh, like, that really is not doing anything for you, girlfriend. I’ll just swap them out and I’ll just keep running them through pieces until I find one that works. And that can get, like, a little stressful.
Alexandra Nyman [00:14:48]:
But you never want the model to know or anybody else around you to know that you’re freaking out. Because if the person in charge of the whole thing is freaking out, everybody kind of starts to freak out. So I try to play it, like, really cool, try to put on my poker face and, and just kind of keep swapping people out. I’ve had a couple of, like, weird incidents where models will be like, oh, I want to walk for you. And I’ll be like, well, I don’t really, like, h have an extra look. And at my last show that I showcased at in February, a model who I I, I did not have her in my lineup. She saw that I had extra pieces because I’ve made it a habit of bringing extra stuff to make sure that if there’s a girl where, like, she flew out to California and then she came late, and then she can’t walk for anybody, like, I want to make sure that they can have that experience. She just grabbed clothing off of my rack that was not intended to go down the Runway, and she just went down and did her thing.
Alexandra Nyman [00:15:58]:
And I remember, like, pausing and, like, looking at her and thinking, like, oh, my God, I would have never styled the look like that. What is going on? And there was a language barrier, and it’s like I had to make a split second decision before going on, and I was like, fuck it, whatever. I like the shirt. I obviously like the skirt. When I made it, I’m not a fan of it together. But I can always just not post the photo or edit her out for the official edit of the video. But I just, I try to really keep a cool head. Other designers might not.
Alexandra Nyman [00:16:39]:
I’ve had one designer have a small breakdown when the zipper on their dress broke, and I was just like, hey, we’ll figure it out. This fine. Let’s just sew her in. No one will know.
Libby Sundgren [00:16:54]:
Yeah, so we’re still taking that out.
Alexandra Nyman [00:16:57]:
Put a new zipper in after. It’s fine.
Alysse Bryson [00:17:01]:
The show must go on.
Libby Sundgren [00:17:03]:
She just put the clothes on and went. So did you share the picture, or did you decide not to share it?
Alexandra Nyman [00:17:08]:
No, I, I, I have never publicly posted a photo of the look.
Alysse Bryson [00:17:15]:
And I.
Libby Sundgren [00:17:15]:
The rogue look.
Alexandra Nyman [00:17:17]:
I definitely edited them out of the Runway video.
Libby Sundgren [00:17:22]:
Well, that’s very sweet that they just wanted to wear your piece so bad.
Alexandra Nyman [00:17:26]:
Yeah, sure.
Libby Sundgren [00:17:28]:
Flattery.
Alysse Bryson [00:17:28]:
You know, one thing I think is really cool that you do at your shows, Alex, is you have. Not only do you have diversity in designers, but you have diversity of people walking down the Runway, whether it’s people with disabilities or maybe they need a service dog. Can you talk a little bit about what that process has been like, including. You’ve been really great about including all different body sizes and shapes. So I can tell, you know, your shows have intention around that.
Alexandra Nyman [00:17:56]:
Yeah. So the philosophy of our organization is that all bodies are Runway bodies, and we’ve really kind of run with that. And we’ve been told from many different critics and people who have attended the show that we have the. The most diverse Runway in terms of representation and models. During Fashion Week, where, for the very first show that I ever showcased in, God, this was back in, like, I can’t even remember. I think it was, like, 2017. It was for a, A pageant girl Runway show during New Year Fashion Week. I had no idea.
Alexandra Nyman [00:18:42]:
I was just like, oh, my God. I got accepted showcase in New York Fashion Week. I’m, like, freaking out, and then I Get there and it’s. It’s all pageant girls. And I was like, oh, no, they aren’t. Like, this is not the vibe of what I’m looking for for the walk. Like, I’m looking for, like, serious, like, just a typical Runway walk. And they’re, like, bouncing and smiling.
Alexandra Nyman [00:19:08]:
But it sparked most of my closest friendships now in the industry. Like, I met Janira Obregon, who is a disabilities rights influencer and activist. She lives with cerebral palsy, and she rolls down the Runway for us. And she’s had tremendous success as a model. She’s done campaigns for Nike. She was flown to Paris for a campaign with Lancome. And it’s just so inspiring to have that level of representation and to show somebody in a wheelchair coming down the Runway to really drive home that fact that the Runway is for everybody. And we’ve also had Libby, who has the cutest therapy dog.
Alexandra Nyman [00:20:00]:
Her name is Shira. She just turned two. I was there to celebrate her birthday with her. And Libby also works as a provider in the behavioral health field. So a lot of how we do our casting is very different from how other organizations do casting where, like, flying solo or high tech moda or like, Art hearts Fashion, or like Runway seven. They’ll have their, like, in person castings, like, a couple of weeks before fashion Week, and it’ll go on for three days. And the girls will be like, oh, I don’t know if I’ll be selected. And they’ll be like, bugging out.
Alexandra Nyman [00:20:40]:
And it’s all based on, are you the measurements that I need? Do you have the look that I like? Yes. No. Like, there’s no care of the story of the model, who the person is. It’s just like, oh, can you be a. A hanger for me, essentially, and just go down the Runway? We have a lot more intentionality where on our casting form, it’s all done online, so they would submit a video of them walking, their headshots, their. Their measurements. All of that is then sent off to the designer so that then they can look through at their own leisure and select the models. And then they create the collection with these specific individuals in mind so that it gives them the opportunity to create more diverse pieces for models who are plus or for models who just aren’t represented on the Runway.
Alexandra Nyman [00:21:45]:
And we go a bit further with that where we ask them, are you a person in recovery? Can you tell us more about that if you’re comfortable? And we also ask them to share their stories with us as well so that the Designer can really see, like, oh, wow. Like, this is a person in recovery, for example. I’m Claire Comay and my brand is called Rehab. And I want to specifically cast for other people that are in recovery. Like, I can just filter for recovery and look through and see the stories of each of these people. And I think that is really powerful because we’re fundamentally doing casting in a way that no other show is. Like, for me, when I design a collection, I don’t give a shit about the sizing. I care about the story and I care about the person.
Alexandra Nyman [00:22:38]:
And sometimes the story is what sparks the design. And that’s how I come up with each of the themes. Like, my current theme that I’m working on for my collection is anxiety. And I want the audience to feel uncomfortable when they see the collection. So I am very excited, but mostly I’m really anxious and I fucking hate doing it. But I do it anyway because I’m pretentious and I’m an artist and I hate myself.
Libby Sundgren [00:23:07]:
Well, someone’s gotta do it.
Alexandra Nyman [00:23:09]:
Yeah, so.
Libby Sundgren [00:23:10]:
So it should be you. Um, I mean, you clearly have curated these shows in a way so that people feel a huge impact when they are watching the Runway, when they’re watching the live stream, or even if they’re watching a recording afterwards. But what can you tell us a little bit about what you do with the Breakfast Free foundation to really ensure that there’s an impact beyond that event, to kind of really keep that momentum going?
Alexandra Nyman [00:23:39]:
Yeah. So we provide support groups for people either seeking out recovery or who have been in long term recovery. We also have a list of resources that we have curated and put together with the Sober Curator. And we’re actively working on continually expanding that and making sure that we are catering to and providing resources for marginalized groups. One of them that we’re working on right now, which I’m really, really excited about and honored about, is one for first nations and indigenous individuals who are seeking out recovery resources or family resources or even recovery blogs from Indigenous Voices. And we’re doing that in partnership with the designer Dante of Sky Eagle Collection. We also work to provide scholarships for people who are seeking out to enter into recovery. To date, we’ve granted roughly 15 scholarships from two different scholarship offerings.
Alexandra Nyman [00:24:47]:
And we do a lot of policy advocacy days where we go, we talk to our legislators and we give presentations to them, educating them about lived experience, about peer support work, about recovery, and about what people in recovery are seeking out in terms of services and in terms of what is the recovery movement today.
Alysse Bryson [00:25:14]:
You’re a busy gal, Alex. You got a lot of lot of different irons in the fire. If you had to sum up the key to surviving and thriving in the world of event recovery production in just a few words, what would they be surviving?
Alexandra Nyman [00:25:29]:
The meltdown.
Alysse Bryson [00:25:30]:
You know, one theme that’s come up in a lot of our previous interviews with people is making space for the day after the event for yourself to recover from the event. What kind of practices do you have for yourself around that?
Alexandra Nyman [00:25:47]:
So the day after the event, I like to go get a massage, mainly because Alex does everything. I’m the one setting up the chairs for the horseshoe shaped Runway. I’m loading in crafty. I’m lugging in mocktails when the mocktail vendors come in. I’m helping designers lug in their clothes and move their racks. I’m running from front of house to back of house to consult on hair and makeup. And I am just like, I get to the point where I cannot physically stand anymore by the time that the night is over. And all I want is just the.
Alysse Bryson [00:26:32]:
Greasiest burger from Wawa Burgers & Massages. Folks, that is.
Libby Sundgren [00:26:37]:
That’s self care.
Alysse Bryson [00:26:38]:
That’s self care. That is what that looks like.
Libby Sundgren [00:26:42]:
Well, Alex, where can people find you if they want to learn more about break free, if they want to see the fashion show, if they want to see how they can support you, or if they are looking for support themselves?
Alexandra Nyman [00:26:55]:
Yeah, so they could go to Breakfree Foundation. Org. We have a form that they could fill out if they’re looking for recovery based resources. We also Refer people to thesobercreator.comrecovery-resources to see a more comprehensive list of the resources that are there and that are available. In my humble opinion, as the person who put them all together, I think it is the most comprehensive list of resources, like anywhere ever. But I’m not saying that in a biased way. I am. I’m not at all.
Alexandra Nyman [00:27:36]:
You can also follow us on all of the social medias at we willbreak free if you want to see just the fashion. You’re like, I don’t really care about this philanthropy stuff. You can go to breakfreenyfw.com and you could also follow us at BreakFree NYFW. And if you, for whatever reason, want to follow me. If you love cats, follow hello lady cat. And you will see my cat laying on the counter, sitting on my ironing board and knocking over her bowl of food. And it will be cute. And it will also be oddly educational.
Libby Sundgren [00:28:18]:
We’re here for it here for all the cat content.
Alysse Bryson [00:28:22]:
Well, that’s a wrap on this episode of Beats Working Winning the Game of Events. If you have an idea or want to reach out, please do so. You can email us at infoits. Working Remember, every detail matters, every moment counts, and no matter what, the show must go on. Thanks for listening to Beats Working Winning the Game of Events, where we explore what it takes to make moments unforgettable.
Libby Sundgren [00:28:49]:
If you’re leaving with a little more inspiration, a little more perspective, and a big side ache from all of the laughing at our funny jokes, then we’ve done our job.
Alysse Bryson [00:28:59]:
Beats Working as a work piece to P Production. If you’ve enjoyed this episode, please don’t forget to subscribe, rate and review us on your favorite podcast platforms.
Libby Sundgren [00:29:09]:
Your support helps us keep the magic going.
