I know this is heresy of a sort, but sitting in the opening shows of New York Fashion Week, a thought keeps niggling away at the back of my mind: maybe being marketed by Mrs O (because, let’s face it, when she wears your dress it’s free global marketing on an unprecedented scale), is NOT helpful. Maybe, in fact, it creates expectations some designers are simply not ready to bear. Before you rant and rave, hear me out.
How much does Lady Gaga really matter, in a quantifiable way, to fashion? — this is what I want to know. I mean, the Gaga juggernaut has been in full flow this week in the run-up to the Spring/Summer collections, which begin in NY next week; practically every day a new email lands in my in-box with a designer or brand touting the pop singer’s appearance in their wares. Presumably, they think she’s a marketing dream – hence the news – but I wonder: given her brand profligacy, does this actually work to promote any name other than her own?
Right on cue, yesterday Michelle Obama resurrected a previously worn Prabal Gurung dress from her wardrobe to wear for Easter Sunday. It’s not only a holiday-appropriate move, and nicely economic, but underscores the trend she set during the campaign for shopping her own closet,
The news this morning that Kraft had decided to re-christen its snack food group “Mondelēz International” has got me thinking about names, and the point or power therein. My first reaction, after all, upon reading the word was to make a face and roll my eyes and think: “ridiculous.” Yet who am I to talk: my particular industry is full of often unpronounceable, hard to spell, and apparently odd names — Proenza Schouler, Thakoon, Meadham Kirchhoff, Mary Katranzou, Prabal Gurung — that don’t seem to have hurt the brands themselves one bit.
In the race to have the most connected catwalk — a race that has seen
Burberry sell direct-from-runway and Tweet each look as it appears, Dolce
and Gabbana live-stream the audience and the backstage preparations, and
every brand with a Facebook page host its show in real time — KCD, the
global publicity powerhouse, may have just trumped everyone. Today they are
announcing the “Digital Fashion Shows”, aka an “innovative information
delivery system”. Say that ten times fast.