Browse Tag by fashion show
Fashion

ALEXACHUNG, Alexa Chung, and It

alexa chung confetti

Last evening Alexa Chung did as Alexa does, meaning she created a vintage-chic line, showed at a Danish church in London (I don’t think the heavens mind much) and then partied with all of her so-cool-it-burns friends.

In the past, when I caught wind of this collection and subsequently began imagining the thrift shopper’s dream look à la Alexa, I wrote up a list of predictions for the line in anticipation. She delivered on the loafers, the dungarees, some well-tailored ruffles, the perfect white shirt, and that statement top. Still no sign of a purely navy “jumper”, but I suppose we’ll have to date a rockstar for that.

This slideshow requires JavaScript.

I adore this collection and not because I’m a bandwagon Alexa fan, not because I think her book looks excellent in instagram posts, and certainly not because she and I love the same Beatle (George Harrison), but because she is the epitome of authenticity to me.

After spending some time among those in the fashion industry, seeing bloggers pose for street style, all of us eyeing each other back-and-forth, she’s a style icon that I can count on.

There are a lot of style gurus out there in head-to-toe Gucci, Dolce & Gabbana, you name it. That’s not the discouraging thing for me, instead it’s composing of these ensembles. I am not convinced by the style of those in a pre-assembled outfit by some large house; they’re just wearing it really well. They have the body, the money, the whatever. Alexa’s clothing doesn’t feel that way. It feels found and tailored by her own eye. I’m not looking for a ghostwriter when I look at what she’s wearing.

That’s why this show, this line, and this vein of fashion heartens me. It’s wearable and it has Chung’s “It”, the name of her book and of the je ne sais quoi of something really, really quite good.

Alexa logo
                      The line’s new logo.

I may be partial to a vintage look, to the gender-flipping menswear, and to the unmistakable hand of the person behind the label, but this is a good sign not just for lovers of Chung, but for the fashion world.

The way of the fashion icon is perhaps not lost in a world of sameness (said the bitter cynic) and far be it from me in this industry of self-expression to poo-poo someone’s look, but Chung’s insistent It is a stake in heart of trend-mongering and of monkey see monkey do.

Are there imitators, ironically, of this vibe? Certainly. The business of self-expression is not unhindered by paradoxes, much less complexity. Is your head to toe, from runway stylists to your body, any less lovely on you? Is your trendy ensemble any less stylish? No. Is Alexa Chung a god among humans because of her style? No.

She talks the talk and I’m glad to hear the words match their meaning.

Bisous,

To see the collection and buy pieces if you’re so inclined, visit here.

Fashion

Victoria’s Secret to Explosive Marketing

vancouver-vs-store

You know about it, I know about it, everybody knows about the annual Victoria’s Secret Fashion Show.

I’m not certain it can be called a fashion show at this point, it’s more like a production? A blockbuster? In comparison to normal fashion shows, it’s a hundred times different. For starters, musicians perform on the stage and the venue seats thousands of spectators. Really, it’s a sort of sports event, but for lingerie that teens buy in droves at the mall.

But all of that hardly matters when the widely-buzzed about and highly marketed VS Fashion Show rolls around. There are viewing parties and social media conversations. Have you ever seen that kind of conversation for NYFW? PFW?

On my campus there was a viewing party at a local Buffalo Wild Wings and it made me laugh when I thought about livestreaming PFW at a sports bar with a bucket of wings in front of every viewer. Quelle classe!

WHO’S WATCHING?

I began to wonder, seeing the buzz come in, who was really watching the show? For if the viewers were fashion connoisseurs, up on the latest trends and just as excited for Chanel’s pre-fall collection the day after, then wouldn’t it be the same excitement for any other kind of show?

But no, the men are watching too. Without a doubt there are men involved in the typical fashion cycles, but those who don’t pay attention otherwise are rapt and wide-eyed, watching Adriana Lima strut down the VS runway. Women seem to care a significant amount, as would be expected, but again these aren’t the same demographics for fashion’s usual audience.

Why would it be? This is the superbowl of fashion shows.

It has the kind of showmanship of the Superbowl as well, that propels into the mainstream, not to mention that the commodity itself is one that is far more accessible than designer goods. When it’s presented with the same kind of authority and luxury, well, the sales are nearly confirmed on the spot.

adriana-lima

WHAT ARE THEY TALKING ABOUT?

According to quantitative research done on the 2013 VS Fashion Show, men and women both speak on the physical aspects of the models. The difference being that the women spoke on the model’s and their feelings towards them while the men noted both the unrealistic body types on the runway as well as the “hottest victoria’s secret models” as shown by the conversational breakdown diagrams.

Outside of those differences, much was the same for men and women who seemed to watch more for the show and the models themselves than for the underwear being shown.

That’s the point and it’s the genius of the event as well—sell the look, the lifestyle, and the excitement of the brand and you’ve sold the underwear.

HOW MUCH DOES IT COST?

A lot. Much more than your average fashion show that prices in at least 1 million dollars. The VS Fashion has been projected to cost 20 million in 2014 at London. That’s more than a pretty penny, it’s a serious effort to create conversation and sales around this now annual event.

As for the bras themselves, the versions on the runways are not available on the website (they’re reported to be worth millions after all) while the core basics of the collection shown are available. What’s seen on the catwalk is usually bedazzled with precious stones, for example in 2015 Lily Aldridge wore the “Fireworks Fantasy Bra” which cost around 2 million dollars, covered with “over 6,500 precious gems, including diamonds, blue topaz, yellow sapphires and pink quartz, all set in 18-karat gold.”

Such extravagances are fantastic for showbiz, but not much for selling in stores to middle-class customers. It’s just further evidence that this show is hardly about the underwear itself, but about the lifestyle being shown, what kind of woman you’ll be when you buy a bra or some underwear.

girl-in-front-of-vs-sign

I ALREADY KNEW IT WASN’T ABOUT THE UNDIES

Of course you did. If you’re reading this as a man, perhaps you enjoy watching for the women or for your favorite models or maybe because you love Lady Gaga. As a woman, perhaps you follow Alessandro Ambrosia religiously among the other social media stars featured. It’s on par with the award show crowds; the dresses, the performances, the glitz, and the glamour.

It really is the perfect marketing move. Maybe Victoria’s Secret is a book full of ways to draw in the largest crowd of coed viewers possible for average to low quality lingerie.

But it really is one hell of a show.

Bisous,