Genetic Denim–another premium jean brand?
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.