Fashion & Design (176)
Calvin Klein have recently launched Body Collection, a range of body-sculpting jeans. The range claims to lift and shape the posterior and slim the thighs to ensure a “perfectly contoured fit”.
Why it matters
These jeans pander to society’s obsession with the body and looking good. This is an example of how the shaping element usually associated with undergarments is being applied to other types of clothing. Will designer fashion need to begin adding something beyond aesthetics? Will enhancement become a common selling point?
Source: London Lite
16. September 2009
Spring 2009 saw the long-awaited arrival of H&M in Moscow as the global fashion retailer opened two stores in the city.
For the first time in the vodka brand’s history, Absolut is producing a bottle with no logo and no label. In an effort to challenge labels and prejudice about sexual identity, the message is that it’s what’s on the inside that counts. The package and message speak to one of Absolut’s key niche targets, the LGBT (lesbian, gay, bisexual and transgender) community. An easily-removeable sticker on the bottle reads "In an Absolut world, there are no labels".
This move follows the path of streetwear brand, Freshjive. The brand recently dropped its recogniseable logo from all clothing; even the inside tag only states the size of the garment.