I was just sprawling on the couch after watching the Celtics' glorious win over the Lakers, flipping through Vanity Fair, and I read about
Fashionology LA, "a new 'tween retail experience where girls design and make their own clothing in a fun studio environment." Apparently,
Fashionology LA is the brainchild of two moms (or, as Vanity Fair puts it, "Hollywood power wives." Which are what, exactly? Wives you can plug in?) who want to foster girls' creativity and keep fashion pure for girls. Pure? Yep, the "negative aspects of fashion" (beauty, runways and makeup, according to the power wives) are nowhere to be seen.
[these are some tweens.]What are to be seen are Clueless-style touchscreens that little ladies use to pick out clothing templates from categories like "Malibu" and "Rock." They then take their garments to the "Make it!" table, which is covered in embellishments that, presumably, the girlies use to make their duds totally unique ("sew-it! pin-it! bling-it! charm-it!"). Then, they model their new ensembles on the Stage, and a photographer takes glamour shots for time immortal. [Hold on, what was that about "no runways?"]
[the O.G.]
The power wives say that their mission is to empower girls and help boost their self-esteem. I'd have to argue that part of their mission is also to capitalize on the booming tween market (the fastest-rising consumer segment at present) and the Project-Runway madness that's made all kinds of kiddies aware of fashion design as a cool thing to do (paging
Kira Plastinina!). I also wonder how creative the girls can be, in the end. Check out the Fashionology website and it looks like the main opportunity for creativity lies in which pre-made decal you choose for your baby tee. Maybe I'm wrong, but it doesn't seem too satisfying for a true wannabe designer to use a premade garment, a premade picture and nothing that she actually invented herself.
What do you think? Is this really a stepping stone to creative, independent design? Or is it just the clothing version of
Build-A-Bear, which--as far as I know--has not launched any budding teddy-bear innovators? Innovative, innovation-releasing design space, or well-meaning-parent-exploiting carbon-copy creator? No matter what, I do have to give them props for the site's great retro color scheme and font...I'm such a sucker for graphics.
8 comments:
HAH!! Oh lord. I went to their website thinking "man, I bet I know those two hollywood power wives." Sure enough! Both came to my large event featuring a pool last year. There is such a discussion to be had about smart, wealthy women from the Westside with niche start ups featuring products that most of the country would question the necessity of (hello bad grammar, it is morning). But, convo in real life, because I don't need my thoughts to get back to the j-o-b.
hm, I don't really think bedazzling clothes makes one creative. I guess I can understand the concept, but I tend to think these outfits wouldn't be worn much. Sewing classes or tie-dye parties are better fits, methinks!
i walked past that kira's shop the other day on broadway and wished i had a multi-millionaire father who could get me a shop there too. nothing in there was particularly nice. but still, she's a lucky girl.
You are amazing Rachel. I quite enjoyed this post and I thoroughly agreed with your assessment. Love, Jody
www.whenyouawake.com
Erin: hah, it never occurred to me that you'd know them! Hilar-lar.
Pamcasso: I agree on all points (though I have to say that the unfortunate result of tie-dye parties is, um, tie-dyed clothes). If Fashionology LA actually had the girls DESIGNING anything, I might approve. But they don't make anything themselves, or even iron on their own decals (surely because scaredy mothers would sue if Lily Jessica burned her wittle finger).
Gilda: what's the store like?? I've never actually seen one inside.
Jody: you're amazing too. DUH. Your site continues to inspire. Oh...and did you ever do that shoot in my garden??
You've been tagged!!
Ha. The execution certainly isn't the best, but I've got to praise the concept. Tweens are the first group of girls to succumb to fashion peer pressure, and ANYTHING we can do to convince them that they need not own the exact set of items that their classmates all own must be slightly beneficial.
A far more interesting and creative take would've been to offer piles of used/vintage items for the girls to recombine, chop up, sew back together, and embellish. More environmentally sound, too, of course. But then it wouldn't be a potential moneymaker, so I'm sure the power wives wouldn't be interested. And, as you point out, a veritable lawsuit farm.
And I must agree that, in any form, this concept store is unlikely to successfully combat the "negative aspects of fashion." That's a bit of a lofty goal for a do-it-yourself clothing store.
Isn't this just the most ridiculous indulgent idea ever! Of course, one former wife and one current wife with money to burn plop this idea down in the middle of beverly hills. creative, seriously?
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