Three witches, a bride, and Curious George stormed down Palmer Street in style yesterday during the “Dare to Wear” Harvard Square Fashion Show.

The spectacle was part of the Harvard Square Business Association’s “Harvard Scare,” a series of events planned by the association to celebrate Halloween in the Square.

Local “tribal rock” band Incus played on the catwalk before staff from local boutiques modeled merchandise on the 112-foot Palmer Street runway, located between Cardullo’s Gourmet Food Shoppe and the Harvard Coop, while Square vendors sold food and drink.

Former Mayor Kenneth E. Reeves ’72 even made an appearance as a model for Eastern Mountain Sports.

But it wasn’t all about costumes, said Denise A. Jillson of HSBA. The show featured merchandise from local boutiques and gave visitors the chance to find out about recently opened and smaller Square stores.

“It’s not exactly a costume contest—that’s one aspect,” she said. “It is really an opportunity to showcase Harvard Square fashions. Many of the stores presenting tonight are unique and it’s a great opportunity for the public to become aware of the growing number of smaller retailers.”

Representatives from newly opened pizza joint The Upper Crust said that they hoped to bring in more business through participation in the show.

“We opened up on Brattle Streetover the summer so we’re doing a promotion here to raise our profile,” said Sean C. Shenefield, an employee, who gave out free pizza during the show.

The event also helped to publicize bigger organizations.

George T. Ferrer, an Addidas marketing associate for the company’s Square branch, said that he wanted to use the event to showcase the store’s merchandise.

“We released our fall-winter collection so that’s what we’ll be showing here today,” he said.

Ferrer added that it gave the store a chance to contribute to the Harvard Square community.

Anna Miller, a local high school student, said that the show helped her to make a local find—Desinvolte—the clothing retailer for whom she modeled yesterday.

“I’d never heard about this place until I modeled for it, but now I love it!” she said. “I will definitely go back there.”

Some attendees, however, said that the chilly weather dampened their enthusiasm.

“It’s a great idea, but maybe they should have it earlier in the year when it is warmer. It is just so cold!” said Emily R. Kaplan ’08-’09.

But most people who came said that they had had a good time and were looking forward to a repeat.

“It’s good for the Square,” Ferrer said. “We’re looking forward to participating next year!”

—Staff writer Betsy L. Mead can be reached at emead@fas.harvard.edu.