Image: Mark Edwards

Over the last 10 years the Her Universe Fashion Show has become one of the marquee events of San Diego Comic-Con. Fashionistas from all over the world gather in the Harbor Ballroom of San Diego’s Grand Hyatt Hotel to watch up-and-coming designers to showcase their geek couture designs on the runway. The show is the brainchild of actress, best-selling author, entrepreneur and Her Universe founder, Ashley Eckstein, who created the ground-breaking show in 2014 to give fandom fans a chance to showcase their creativity. “Fangirls are already using the halls of San Diego Comic-Con International as their runway to showcase custom fashions. We wanted to give these designers a bigger stage to share their talent and also provide an educational experience in the fashion industry,” said Eckstein.

This year’s show returns on July 25 at 6pm to the Grand Hyatt Hotel with Ashley Eckstein and Broadway star, Michael James Scott hosting the event. The 10th annual show is presented by Her Universe and Mattel, and will celebrate decades of fashion, innovation, and geek couture as Mattel approaches its 80th anniversary. 25 designers will be competing this year for a chance to design a collection with Her Universe. One winner will be chosen by the audience, while the other will be chosen by the panel of expert judges, including 2023 Her Universe Fashion Show winning designers Rachel Petterson and Raeven K.

In addition to all the one-of-a-kind designs hitting the runway, the Her Universe Fashion Show is also known for the stunning couture designs Eckstein wears each year. Fashion and Fandom is excited to take a look back at a decade of show-stopping and looks inspired by some of fandom’s biggest franchises like Disney, Star Wars, Marvel, The Nightmare Before Christmas and more!

2014

Image: Kelsey Edwards

For 2014’s inaugural show Ashley Eckstein donned two couture creations — including one of her own Darth Vader-inspired designs made by Doug Dunnam.

Image: Kelsey Edwards

2015

Image: Kelsey Edwards

2015 marked the first of many collaborations between Eckstein and 2014 Her Universe Fashion Show Audience Choice Winner, Andrew Maclaine. Eckstein’s Princess Leia and Black Widow inspired designs were crowd favorites.

Image: Kelsey Edwards

2016

Image: Mark Edwards

2016 ‘s show included a fashion first — the first-ever LEGO couture gown on the runway. The custom creation was brought to life by designer, Andrew Maclaine and LEGO artist, Nathan Sawaya and featured Eckstein’s Star Wars: The Clone Wars character, Ahsoka Tano. The gown was crafted from more than 10,000 LEGO bricks and weighed over 25 pounds — WOW!

2017

Image: Mark Edwards

The theme for the 4th annual show was the Walt Disney quote, “If you can dream it, you can do it.” Eckstein wore a blue strapless high-low ballgown designed by Andrew Maclaine inspired by Cinderella featuring 5,000 crystals.

2018

Image: Mark Edwards

2018’s show featured another fashion first — the first ever Funko POP! couture gown made out of 500 Jack Skellington heads designed again by Andrew Maclaine.

2019

Image: Mark Edwards

The theme for 2019’s show was “The Power of Fashion”. Eckstein dazzled the crowd with several looks throughout the show, including her own design for the On Our Sleeves Foundation as part of her work with Nationwide Children’s Hospital and a one-of-a-kind, transformative dress inspired by DreamWorks Animation’s She-Ra and the Princesses of Power designed by Andrew MacLaine with custom accessories by designer, Harmony Leiker.

Image: Mark Edwards

2021

Images: Her Universe

After being cancelled due to COVID in 2020, the show returned with during San Diego Comic Con’s Virtual @Home show in 2021. Even with a virtual show, Ashley debuted a signature outfit designed for by Andrew Maclaine. Her 2021 look was a chic a pantsuit inspired by Ahsoka Tano’s appearance in Star Wars: Rebels.

2022

Image: Mark Edwards

The Her Universe Fashion Show returned to an in-person event in 2022, with more than 2,000 fans celebrating the theme of “Coming Home”. Eckstein kicked off the show in a Wizard of Oz inspired look — a deconstructed couture Dorothy look designed once again by 2014 Her Universe Fashion Show Winner Andrew MacLaine.

2023

Image: Mark Edwards

2023’s featured another fashion first — a stunning design and celebrating 100 years of Disney through the use of multiple OLED screens wrapping around her in a film strip style. Eckstein said that she has been eyeing something like this complex dress for five years, but the technology to make it possible was not available until now. Disney Imagineer Daniel Joseph was the “mastermind” behind the technology, and Disney Producer and Director John Gleim assisted with the Disney content.  MacLaine also designed and made the impressive couture look.

Image: Mark Edwards

The Her Universe Fashion Show returns to San Diego Comic-Con and the Grand Hyatt Hotel on July 25 at 6 PM PT in the Harbor Ballroom. Stay tuned to Fashion and Fandom for coverage from this year’s show!

Will you be attending this year’s Her Universe Fashion Show? Do you have a favorite look from Ashley’s decade of geek couture runway looks? Let us know in the comments below or on Facebook or Twitter!

Marena Bronson is an award-winning journalist, a life-long nerd, and the Editor-in-Chief of Fashion and Fandom. Follow her on Twitter and Instagram.