PGA of America Golf Professionals, merchandiser/buyers and other PGA Show attendees flocked to The Retreat Stage in Hall E Wednesday night for the annual Fashion Show, where a dozen top apparel and accessory brands unveiled their latest collections. The high-energy runway style presentation gave the standing room only audience a chance to witness emerging trends while also building relationships with industry leaders, designers and fellow buyers.
Jeffrey Simon, PGA of America General Manager at the Hideout Golf Course in Monticello, Utah, attended the event for the second year in a row, happy for the chance to see the latest in golf fashion up close and personal.
“It’s one thing to see things in the booths, but another to see how these pieces actually look on people,” explained Simon. “And the models really seem to have a good time with it.”
The Fashion Show Reception, sponsored by johnnie-O, kicked things off with lively music, refreshments and opportunities for informal connections. This was followed by the energetic runway presentation featuring A. Putnam, Ashworth, Bubble Lifestyle, Cowboy Golf, Dolcezza, J. Lindeberg, johnnie-O, LemonRose, Midspring, PXG, Rhone and Saint Croix.
First-time Fashion Show attendee Cecilia Lowry, Merchandise Manager at Cherokee Country Club in Knoxville, Tennessee, was excited about the parade of brands – some of which she hadn’t seen before.
“It was great to see the clothing on actual bodies – to see how they were styled,” Lowry said. “It gave us ideas for what lines we want to go see at the Show tomorrow.”
Some of the general trends on display were more sophisticated solids than in recent seasons, the presence of lightweight sweater layers in both men’s and women’s collections, more understated prints and matching tops and skorts for women that could be mistaken for a dress.
More specifically, for men, J. Lindeberg showed pieces with a European influence, including a long-sleeve vertical stripe V-neck shirt and solid color “shacket,” while Cowboy Golf and PXG displayed more understated prints than those seen in the marketplace in recent seasons.
On the women’s side, Ashworth featured one combo of a horizontal striped vest and pleated white skort, while Dolcezza showed interesting statement prints on dresses and sets; A. Putnam’s elevated line displayed various shades of blue and white with a noticeable yellow accent piece on one outfit; and newcomer LemonRose demonstrated its unique removable/interchangeable collars and different design elements on skorts and dresses.
In addition to the models, fashion showgoers experienced an unexpected treat when media personalities and influencers – including Bailey Chamblee, Michael Collins, Caleb Fry, Bree Williams, Mariah Swigart, Katherine Walsh and others – modeled styles from each of the apparel brands to close out the runway presentation.
Attendees also had a chance to participate in the 2026 Fashion Show People’s Choice Awards by casting their votes across three categories, with the winners announced shortly afterward. Rhone was named the Best Men’s Brand, A. Putnam the Best Women’s Brand and, for the second-straight year, Bubble Lifestyle took the top prize of Best Dressed.
“Participating and winning is very beneficial,” said Brett Oliver, co-owner of Bubble Lifestyle. “Last year, it drove a lot of traffic to our booth on Thursday, and we hope for the same this year. It’s also great for social media and exposure for the brand.” —Lisa Goulian Twiste