Thanks for all your support on last week’s Fashion Friday. It was my first foray into Tik Tok and while I still have no idea what I’m doing, I’m having a lot of fun.
Today I want to get back to the standard Fashion Friday format because there is a lot to discuss!
First and foremost…
Clare Waight Keller Leaves Givenchy
Clare left Chloe to come to Givenchy. While I thought Chloe was the PERFECT fit for her, I was excited about this new partnership. I foresaw a long-standing relationship. Her expert tailoring seemed perfectly poised to execute the structured, voluminous silhouettes Givenchy is known for.
But after just 3 years, she’s out.
What happened? This Tweet seems to perfectly sum up Clare’s fall from Givenchy.
“At the risk of reading too much into it, this basically feels like more proof that without a shoe, without a bag, without a stalwart (and ideally perennial) “statement” piece, it doesn’t matter how good of a designer you are, you won’t have a job.”
During her tenure at Givenchy, Clare didn’t give us an “it” bag. She didn’t give us a new shoe style. She DID give us an amazing first couture collection. But was that enough? If you design excellent clothes but can’t incite a cult following among the 99%, do you have a career?
This begs the question…
Are luxury brands just accessory companies that happen to make clothes?
I’ve thought a lot about consumer perception of luxury brands. For example, most people know the interlocking “C” logo of Chanel, but do they actually KNOW Chanel?
There’s an old episode of America’s Next Top Model that I’ll never forget. Paris Hilton guest stars and asks one of the contestants who her favorite designer is.
Contestant: “Chanel”.
Paris: “Do you know who designs Chanel?”
[CRICKETS]
This is forever seared in my brain. I was incredulous. If something is your “favorite” how is it possible to know nothing about it? If the Lakers are your favorite basketball team, don’t you think you should be able to name some of the players?
A lifelong passion for fashion has allowed me time for lots of research. I’ve read a ton about brand history, window shopped til I’ve dropped, and devoured runway footage.
When someone says a brand name I see pictures in my head. Adjectives, colors, textures, patterns. It’s like a mood board.
It didn’t occur to me that others may not see this too.
With COVID-19 halting production, shuttering storefronts and putting the world of fashion at a standstill, I wonder if consumer perception will change. Will consumers pay more attention to the brands they’re wearing? Will they shift their focus to quality over quantity? Less is more? I hope that sustainability takes a more front and center role.
Brand Response to COVID-19
There are tons of brands doing amazing things right now. rag & bone has slashed prices sitewide to make their product more accessible. Read their manifesto here.
One of my fave leather jacket brands is doing a Name Your Price sale. In their manifesto they are very candid about possibly not surviving the wake of COVID-19. So 100% of their proceeds are going to their employees. That’s class.
Here’s the sad reality: if the economy remains shuttered for 2 or more months, 80% of brands will find themselves in financial duress. They may not survive.
Now is the time to support the brands you love. Align your support with brands that embody your values.
The power of your dollar has never been more important.