Marketing Strategy + Branding

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Top 10 Takeaways from Fashion Week
– ahem –
Fashion Month

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We made it!!

Fashion month has officially come to a close and while the general fashion industry breathes with relief, we’ve pulled together the top ten noteworthy moments you need to know about.

#1: The number one viewed show is Chanel according to Vogue Runway.

Karl Lagerfeld is known for extravagance. Prior Chanel shows have been full blown productions: remember the supermarket, or the airport? But this time around, Karl brought us back to basics, where viewers were forced to look at the clothes. It worked.

#2: Balenciaga went for authenticity. Yet, they completely missed the mark in diversity.

It was the debut of Demna Gvasalia, the new creative director of Balenciaga after the Alexander Wang era, and he brought the runway back to the people. Not that the clothes were simple, they were “couture excellence” and distinctive silhouettes, but the interpretation was for the modern, informal, and slightly average consumer. Authenticity in models resonated with the crowd, dubbing this the buzziest show of the season. Models all walked differently, they didn’t wear makeup, the clothes were paired high and low (think gym bags and intricate tops with street style coats), but their individuality and rawness elevated the excellence of the historic fashion house.

Disappointedly, the “authentic” models were only white. “For someone whose excellent design work has been dubbed “revolutionary” in fashion circles, the all-white casting Gvasalia champions is, unfortunately, out of touch with today’s global reality”, stated BOF.

#3: Rihanna and Kylie for Puma

With no slowdown in sight, the athleisure movement is still going strong. Last fall, Puma assigned Rihanna as women’s creative director for the brand. The sneakers sales performance topped analysts’ estimates, with Puma’s earnings up 2.6% from a year ago.

 

In February, Puma signed Kylie Jenner for the debut of Fierce, a new sneaker set to drop on April 1st. A sneak preview on snapchat has already begun, and we can expect an intense social media campaign given her social following.

#4: Bouchra Jarrar Named Lanvin Women’s Designer

YES! A woman at the helm! Bravo Bouchra! She replaces Alber Elbaz, who made headlines when he was ousted from the company last fall after serving a fourteen-year tenure. Unlike Alber, Jarrar will focus exclusively on the women’s division. Prior experience includes Jean Paul Gaultier’s jewelry line, Balenciaga, studio director for Nicolas Ghesquiere and an official haute couture appellation in 2013. She also has her own label.

#5: See It, Want It, Buy It—Now

Have you seen the CFDA report? Done in collaboration with Boston Consulting Group, the report is an insightful look into the future of the fashion calendar and the designer benefits and implications.

#6: Raf Simons talks after leaving Dior

A mere three and a half years after landing the coveted artistic designer for womenswear at Dior, Simons left, without a word, leaving the fashion world questioning burnout and the fashion calendar. In an exclusive to NYTimes, Simon’s finally speaks, and it’s great. Read it here.

#7: The top 20 personal bloggers list is out 

Fashionista’s annual report was released, and unsurprisingly, Chiara Ferragni snags the #1 spot. What do you think of the other nineteen?

#8: Check your ego. Adidas is actually helped by Pharrell, not Kanye

And fashion icon Phoebe Philo is helping bring the 70s kicks up to a multibillion-dollar business. The “Superstar” sneaker has been created in high top, low top, velcro, and glow in the dark styles, with over 50 ads featuring Pharrell Williams in different colors. Adidas sold 15 million pairs of Superstars last year, bringing revenue into a billion dollar business. According to Bloomberg, at $100 or so per pair, they accounted for almost $1 in every $10 Adidas took in last year.

Pheobe Philo, creative director for Celine, wore the Stan Smith Adidas shoes on the runway and thereby created a new street style trend overnight.  It was stated that “They have become to women what Air Jordans were to middle school boys in the late ‘80s.”

#9: Jonathan Anderson for Loewe: an immersive aesthetic experience

Jonathan Anderson had his best show yet as creative director for Loewe. Best put by the folks at BOF, Anderson has lightened Loewe, roughened it, added sensuality, sunlight, movement and humour.

#10: Kanye to release SIX collections a year – “MEGA show”

Oh Kanye. As soon as the CFDA report was released (see #5), Kanye announced via Twitter rant (what else?) “No more fashion calendar… I’m going Mad Max… 6 collections a year…3 albums a year,” he wrote. Six collections!”

Right. So lets see how the “homeless sweaters” play out six times a year.