Her Universe, the fandom fashion apparel line created by actress Ashley Eckstein, is bringing its geek couture fashion show back to rock the runway at San Diego Comic-Con for the tenth year. Mattel will be presenting the fashion show this year, which will take place on Thursday, July 25 at the Manchester Grand Hyatt hotel.

On March 29 through April 29, interested designers can apply to be part of the “geek couture” (not a costume!) fashion competition. Selected applicants will have their designs compete live on the runway in front of an audience at San Diego Comic-Con. Unlike last year, there are no restrictions for fandoms for submissions, meaning you can create designs based on any fandom of your choosing.

Two winners will be chosen for the ultimate prize — the chance to create a fashion collection with Her Universe.

[UPDATE July 22]

Wristband distribution will begin on Thursday at 11am, for both general and ADA. Those wishing to acquire a wristband are asked not to line up prior to 10am PT on Thursday. You can head to the Harbor Ballroom Foyer at the Manchester Grand Hyatt, where wristbands will be distributed on a first-come, first-serve basis, while supplies last.

Once you’ve obtained a wristband, doors will open for the event at 5pm PT. The wristband you received earlier will be designated with a group and return time for seating — please follow those directions.

[UPDATE July 9]

The judges for the Her Universe Fashion Show have been announced. Making the final calls and the hard decisions will be Creator of Prime Video’s Hazbin Hotel and Helluva Boss, Vivienne Medrano and 2023 Her Universe winners Rachel Petterson and Raeven K.

[UPDATE July 8]

The theme for this year’s Her Universe fashion show will be 65 Years of Barbie and other Mattel properties. Fans can look forward to fashions and giveaways from Hot Wheels, UNO, and Magic 8 Ball.

The lobby will be transformed into a celebration of the 35th anniversary of Polly Pocket, with nostalgic fashions across the decades. Attendees will find an immersive experience, filled with nostalgic charm, innovative displays, and photo opportunities that pay homage to Polly Pocket’s legacy.

[UPDATE June 20]

As announced by The Hollywood Reporter today, Broadway star Michael James Scott (Aladdin, The Book of Mormon) will be joining Eckstein in hosting this year’s awards show. They also promise that you can expect Eckstein to open the show with “an awe-inspiring couture look”, but that should surprise no one, given her stunning looks in years past.