Philadelphia Fashion Week seems to be just as much about clothes as it is about local fashion insiders, many of whom have been out in full stilettoed force this week at the 23d Street Armory.

And when all these people are under one roof, it becomes clear that the area's growing fashion community - much of it established through social media - has heft. By 8 o'clock each night, the scene's familiar faces have been toasting the industry with plastic cups and sampling yummy cheeseburger sliders.

The event wraps up tonight with several presentations from local contemporary designers, including Sarah Van Aken, designer and owner of Center City boutique SA VA; Melanie Brandon, the creator of Melani von Alexandria; and Craig Arthur von Schroeder, designer for menswear shirt company Commonwealth Proper.

Also tonight, style-watchers will be paying special attention to Marina Makaron Moscow, a Russian-born designer and a graduate of Drexel University, whose silk scarves are sold at Bloomingdale's trunk shows. Moscow - who also has a pop-up boutique at Fashion Week - wants to be picked up by the department store and will be debuting her dress collection this evening.

"We are doing so well here," Moscow said. "We sold so many of our scarves. Dozens. This is so surprising."

The event so far has showcased the younger side of the Philadelphia fashion scene, both in the collections presented and in the attitude of its participants. The sheer number of people attending who previously knew each other as solely Facebook friends was a testament to the power of social media to create a far-reaching and inclusive network. Yet, absent were the veterans of boutiques, including Joan Shepp, Knit Wit, or Skirt in Bryn Mawr. Fashion Week's future likely will depend on whether it is embraced by the esteemed and the established.

Still, the young and hip were out, filling Fashion Week's VIP section, designed by Old City boutique owner Matthew Izzo. This year's event was organized by Izzo's buyer Michael Anderer, marketing guru Kristie Bergey, and Art Institute student and fashion-show producer Charlie Smith.

Up-and-coming boutique owners Kia Wongus, Tania Toomer, and Vanessa Hall of Manayunk's Totally Posh Boutique noshed on cheese and crackers while enjoying the student show presented by the Moore College of Art & Design. Megan Smith, publicist for hip-hop sneaker and clothing store Villa, rested her feet.

Rakia Reynolds, the dogged - and pregnant - spokeswoman for the South Street shopping district, was chatting it up with friend Meredith Lindemon, who writes the often-turned-to Philadelphia edition of DailyCandy. Stylist Adrienne Simmons was scurrying around backstage dressing models. New York Fashion Week regular Kevin Gatto was never without his trademark hair spray.

Ron and Julie Wilch, parents of rap artist and actress Eve, were in the house. Ron Wilch is a longtime Philadelphia-based menswear designer. Emily Calvanese, who books talent and models for Reinhard, chilled in VIP, as did hip-hop artist Dice Raw of the Roots.

The runways, which seemed secondary, were filled with wearable fashions for spring 2010. The looks weren't really attention-getters (no peacock finale dresses or X-rated so-sheer tops), but they were suitable for local boutique owners interested in bringing in new lines.

Psydde Delicious of Northern Liberties' Delicious boutique and corsetiere showed his 23-piece, eye-catching collection featuring the boned undergarment in sexy blouses and dresses.

"This is great for us because prior to this, we only showed in nightclub settings," Delicious said. "Now, we are getting some validity. It's a chance to be a part of the serious world of fashion."

Another collection worth noting was West Philadelphia-based Bob Bland's Brooklyn Royalty. Bland's runway look was punky, urban, and showing lots of denim. Bland was a designer for Triple Five Soul, based in New York, which showed yesterday.

On opening night, celebrity photographers HughE Dillon, Christopher Gabello, and Bill Andrews were on hand clicking away, as television personality and host David Evangelista sashayed through the space.

"Isn't this exciting?" he asked as cameras flashed. "I'm so excited to be here in Philadelphia. Fashion lives here, too."

Contact fashion writer Elizabeth Wellington at 215-854-2704 or ewellington@phillynews.com.