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.
In one of those cosmic coincidences of timing, the last night of the Democratic convention, where President Obama talked often about the long hard, road ahead, also coincided with Fashion’s Night Out, that sybaritic extravaganza of shopping and schmoozing (well, mostly schmoozing, if you listen to retailers who Do Not Want to be Named) that also happened to mark the first day of New York Fashion Week. It made for a pretty powerful contrast. STill, my favourite fashion moment was not the Karaoke at Michael Kors, but rather what was on stage at the DNC, from Mr O’s tie to Mrs O’s new designer.
Thom Browne, the American men’s wear designer/Brooks Brothers collaborator/Moncler outerwear dabbler known for his super-shrunken little boy suits has come up with an inventive new way to solve the problem of what to do when:
1. You are a relatively small brand with no advertising muscle; and
2. You want to launch a new line and create the most buzz for your (limited) bucks.