tforia

Nowness.com

Daily posts on art, culture, beauty, history that ties in fashion brands under LVMH. Little links that lead to purveyors, such as Opening Ceremony, and designers that work behind the brands. Just one a day.

Nowness.com

Content is much like excerpts found next to photo spreads in fashion magazines. I never read those and I don’t know how many people do. Fashion magazines are like picture books, you don’t want to read, just absorb images. I find myself scanning Nowness for more images but unfortunately, the site is slow. I hear they’re partnering on with more luxury advertisers–not sure how the site will potentially evolve, but it’s neat to check out the images for now.

Urban Outfitters created a character to sell their apparel and accessories:

“We discovered Chloé Domat sitting at a sidewalk café in her native Paris, and it turns out that this university student is one of the smartest girls we know.”

They proceed with a fake Q&A session that reveals the interests and lifestyle of this “Chloé Domat”: she wants to be a journalist, she doesn’t like how rigid the education system is, she’s been to Morocco and she’s interning in Lebanon…

Following the Q&A, you can “Shop her picks.”

It’s not enough to sell by putting clothes on a pretty model? They have to have depth now?

Genetic Denim–another premium jean brand?

geneticdenim.com

Just realized, the play on the word “gene” = “jean” and the way jean fit is unique to each person.

Think they’re riding on the laurels of Kelly Cutrone? First featured on The City, Roxy gets reprimanded for suggesting how models should remove their tops for the photoshoot. So original right? Denim ad campaign with topless models–I don’t think I’ve seen that before. Roxy = super. JK. Meanwhile, Whitney Port in the corner not wanting to be any part of Roxy’s suggestion.

Luckily, Ali Fatourechi, Kelly Cutrone’s client, welcomes the suggestion.

Fast forward to Bravo’s Kell on Earth.

After getting fired by Chado, Kelly has a meeting with Ali Fatourechi on the Genetic fashion presentation. The theme: nature, trees, rain. This is the episode a model topples over (bad model–you’re suppose to endure long periods of starvation!). The model tangles the strings of crystal raindrops and Kelly is furious. Everything else goes well, and Ali is satisfied with the entire show.

Ali Fatourechi has so much face time on both shows. Not sure how that was arranged. We also find out he is straight and has a hard time casting models–TMI.

I looked further into the offerings behind Genetic. What do they have that’s so different from 7, or any other brand–other than the ethereal nature feel of their ad campaigns.

For Women, they have a holiday/resort collection. Not sure if I’d ever consider wearing jeans if I were on a resort or on holiday. Being on holiday for me means no jeans. But the collection is similar to all other collections. There is a Graffiti collection–just solid colored cigarette jeans.

And of course, the founders are from California, land of designer jeans and Uggs.

According to the site, Ali is “the muse of the brand, he is genetic denim.” On both shows, he is positioned as a nervous client. He needs Kelly’s handholding to run a successful photo shoot, he is incredibly nervous prior to his fashion presentation.

It’s definitely not sexy at all to be nervous. Ali is the face of Genetic Demin. When I hear the name, all I can think of is a nervous bulky guy, timid and unsure. Is People’s Revolution doing a good job by introducing them on both shows? It’s great for brand exposure, but definitely a disaster exposing the true genetics behind the brand.