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Apparel makers join forces with social media’s fashion leaders


Will followers of social media personalities buy anything that they recommend or wear? More and more apparel makers are betting they will as they forge tie-ups with these “influencers” — people with the power to sway the masses through Twitter, Instagram and other social media — to develop clothes and accessories.

Major apparel maker Onward Holdings Co. in Tokyo, for example, has established a women’s clothing brand called “Two Faces” jointly with C Channel, a Tokyo-based operator of a fashion video platform website. The new label started selling items online on March 15.

On C Channel, female models are among those posting videos of their outfits and hairstyles, along with fashion tips. The content draws over 600 million views a month. Seeing the popularity of the items introduced on C Channel, Onward became inspired to enlist their help to create a new brand.

Two popular female C Channel influencers in their 20s joined the product development team for the new brand, which centers on clothing that can be worn more than one way, such as blouses with removable sleeves or collars.

“A plain, simple dress that can be worn at the office reverses to become a lacy one to wear at a party that night,” said Manami Shimizu, who is one of the two posters. “Because you can wear it in two different ways, you get the feeling of getting a bargain.”

Two Faces’ blouses sell for between ¥4,000 to ¥7,000 and dresses between ¥6,000 and ¥9,000, plus tax. They are cheaper than Onward’s other brands, with the aim of increasing its base of younger customers.

Stripe International Inc., an Okayama-based apparel maker, has also taken this route to launch its “CIRCUS” line under its “E hyphen world gallery” brand. The company has asked influencers popular among the teens-to-20s demographic to design clothes for the brand.

The company posts product images on the social media accounts of the influencers, and then decides the production volume of each item based on the number of responses such as “likes” received within 24 hours.

When the first batch of items went on sale on March 5, the entire stock reserved for online purchases sold out soon.

“Thanks to tie-ups with influencers who are full of individuality, we have been able to expand our customer base,” said Stripe International spokesperson Mami Kawaji.

Stripe International plans to have partnerships with eight influencers by this summer.

3Minute inc., a Tokyo-based operator of a fashion video magazine, established its own brand called “eimy istoire” in July last year. The company invited a woman who has about 180,000 Instagram followers to be a designer.

In February, the company opened a brick-and-mortar shop in Tokyo, with the location in the Shinjuku area decided based on the opinions of her followers.

“For followers, influencers are people who they feel both familiar with and inspired by,” a 3Minute official said. “It also makes it easier to lead them to actually make purchases.”Read more at:evening dresses | formal dresses australia


05:54 Publié dans fashion | Lien permanent | Commentaires (0)


Why can’t we leave certain fashion trends in the past where they belong


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From chokers to bomber jackets, and shoulder pads to capris, there are some fashion trends that are better left in the past where they were born and belong – or at the very least, in the clearance bin for the hipsters to find.

Sure, we managed to revive cigarette pants, loafers and the occasional high-waisted pant to great success, but that’s because those items are all about fit – the key to great style, and what always helps nail that elusive first impression.

But when one fashion revival proves successful, three more (re)grow in its wake. Exhibit A: denim and all its interpretations. The material itself has experienced countless horrific washes throughout the decades, but in the last 10 years it seemed to settle with a clean, classic look. Until last week, when Nordstrom added the PRPS Barracuda Straight Leg Jeans in “indigo” wash. If we turn to Merriam-Webster, indigo can be defined as “a deep reddish blue,” perhaps with a “coppery lustre.” Seductive? Sure. Appropriate to encase your legs in? Nah.

But this “luxury” denim brand took things a step further, tossing the actual definition of indigo out the window, instead using it to disguise the real look and colour of their new jeans: a muddy splatter, fading into a dry olive, which itself fades into a light denim wash, aping camo-style, but with dirt. These jeans are designed to look as though you’ve been off-roading through a scenic desert on your lunch-break, but in reality, they make the person who wears them look like they didn’t make it to the bathroom in time.

No one wants to wear their bowel movement on their jeans. But what if they’re repackaged as a sexy “indigo”? And then stamped with a $600 price tag? Still not for you? Don’t worry. Levi’s and Vetements’ new denim hot pants – available exclusively in an early ’90s acid-wash with a fun zipper that goes around and up the crotch, and a square seam to frame your lower butt-cheeks – are on sale now for a mere $1,600!

For a while it seemed we had finally given up trying so hard to latch on to the next it-product and instead settled on classics, with their great fits, crisp colours and defined silhouettes.

If you happened to live through the ’50s, ’60s, ’70s, ’80s or ’90s, then it may be a little unusual to see that the styles you once purchased in three-for-one deals at Kmart can now be found in luxury department stores, repackaged with supposedly high-brand material for top dollar. And then it’s a whole other trip seeing high-schoolers stomp through a mall or subway car wearing those newly resurrected trends as if they’re breaking barriers.

Those barriers were broken years ago for good reason. We moved forward with the understanding that less is more when it comes to fashion. Let’s not give up and turn back now.Read more at:plus size formal dresses


04:28 Publié dans fashion | Lien permanent | Commentaires (0)


Kent State University Fashion School


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Kent State University has received $2.5 million for its Shannon Rodgers and Jerry Silverman School of Fashion Design and Merchandising from the Margaret Clark Morgan Foundation.

The money will back two initiatives: $1.5 million to endow a chair to support the Fashion School's director and a matching grant of up to $1 million to support the study-away program for fashion school students.

"This incredible gift from the Margaret Clark Morgan Foundation will greatly enhance global experiences for our fashion students," said Kent State President Beverly Warren, in a news release. "The foundation's support of our Fashion School elevates the professional trajectory of both faculty and students and positions Kent State as a distinctive global innovator."

Kent State's Fashion School is rated among the best fashion institutions in the United States and worldwide. It is currently ranked No. 3 in the U.S. for design and merchandising by and No. 19 in the world by The Business of Fashion's 2016 Global Fashion School Ranking.

The school is the first in the country to require a study-away experience for all fashion students. Opportunities to spend a semester in Florence, Italy, with the world's best designers, work in the Fashion School's New York City Studio, and participate in programs in Paris and Hong Kong help make Kent State fashion students globally competitive.

"Peg Morgan, our founder, had a lifelong interest in fashion and always deeply valued education," said Margaret Clark Morgan Foundation President Rick Kellar in a release. "The Fashion School at Kent State is a perfect match for her creative and personal passions. Peg's legacy of support for Kent State will continue to be carried out through this gift, accelerating the ascension of Kent State as the premier global educator of future fashion industry leaders."

Warren formally announced the donation on April 29, at the 2017 Annual Fashion Show, FS2 presented by Michael Kors. The annual fashion show highlights the talents and creations of the Fashion School's design and merchandising students. At the event, Don Witkowski, a Kent State alumnus and president of men's at Michael Kors, was inducted into the Fashion School's Hall of Fame.Read more at:formal dresses online


03:53 Publié dans fashion | Lien permanent | Commentaires (0)