Archive - Nov 2009
November 19th
Catwalk democracy
www.24fab.com is a new designer clothes rental website that not only allows you to search by designer or trend, but also by the kind of event you’re going to attend and even by the kind of body you have.
Why it matters
“Luxury” rentals that give consumers access to catwalk designer fashion at a fraction of the price in the form of a temporary loan have been around for some time. Does this further democratisation of high-end fashion not only make it more economically accessible, but help to remove the designer stigma of differently-shaped bodies wearing catwalk designs?
Alpine surf shorts?
This summer, Quiksilver, the designer surfing apparel brand, launched swimwear that mimicked traditional Austrian leather trousers (lederhosen). The range soon gained cult status.
Why it matters
Putting a fresh spin on old-fashioned items makes them relevant for the modern world. Will we see more fashion brands returning to traditional routes in order to engage on a deeper level with a new audience?
How to clothe yourself in confidence
To promote its new collection, the fashion brand Morgan has created a new website called “armes de séduction” (“seduction weapons”). The website offers teenagers coaching sessions on how to be more feminine, and interactive courses on how to behave, walk and talk in a sexy manner.
Why it matters
Traditionally, clothing brands traded on the belief that the clothes themselves would bring confidence and sex appeal. Is it no longer enough to make empty promises of confidence? Will other fashion brands start taking more direct responsibility for women feeling good about themselves beyond the clothes they sell?
