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NYT article on designers making cheapo lines for Target, etc.

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  • Faust
    kitsch killer
    • Sep 2006
    • 37852

    NYT article on designers making cheapo lines for Target, etc.




    Making Money in Multiples











    FAST fashion collections like those of Karl Lagerfeld, Stella McCartney and Isaac Mizrahi have brought good design to the masses, but what have they brought to designers?




    ?Obviously, it?s cash,? said Jack McCollough, half of the designing
    duo behind the ultraducky label Proenza Schouler, which Target will
    begin selling next month. Instead of $1,525 jackets at Bergdorf
    Goodman, it will be $39.99 cotton blazers at Target ? oh, the bliss of
    economy of scale.




    ?We?re a small company, and we need all the income we can get,? Mr. McCollough said. ?It?s also really great exposure.?




    Mr. McCollough and his design partner, Lazaro Hernandez, are so
    enamored with their Target collection that for four days, beginning
    Feb. 2, they plan to transform the Opening Ceremony store in SoHo into
    a pop-up Proenza Schouler for Target boutique. Humberto Leon, an owner
    of the store, said he will begin selling the luxury Proenza Schouler
    line in Los Angeles when an Opening Ceremony store is opened there in
    April.




    Like the Luella Bartley and Behnaz Sarafpour collections that have
    been sold at Target, the Proenza Schouler line could be described as
    representing the best of their past hits: a palm print skirt for
    $24.99, a hooded cotton anorak for $39.99, a silk camisole with
    trapunto topstitching for $49.99.




    Designing for Target and for other projects ? a watch for Movado, a
    camera case for Hewlett-Packard ? has enabled Mr. McCollough and Mr.
    Hernandez to develop their business more quickly than most fashion
    upstarts. With their business partner, Shirley Cook, they recently
    bought out their sole investor, Markus Höfels, a private venture
    capitalist in Berlin. They also signed a license to create sunglasses
    with L?amy, the French eyewear company, which they will show in
    September.




    By now, designers like Mr. McCollough and Mr. Hernandez have figured
    out how to differentiate their work so as not to turn off those who
    prefer their Proenza Schouler at Bergdorf. The focus of their Target
    line is day wear, with bright colors, cotton sweatshirts and
    pajama-inspired tops. New for Target is a Proenza Schouler crest,
    printed on sweatshirts, with the silhouette of an Italian greyhound
    (based on an office regular named Baloney) encircled in a laurel wreath.




    ?That kind of stuff is easier to make a little richer,? Mr. McCollough said. ?It?s hard to make a cheaper lace look expensive.?



    http://www.nytimes.com/2007/01/18/fa...gewanted=print

    Fashion is a form of ugliness so intolerable that we have to alter it every six months - Oscar Wilde

    StyleZeitgeist Magazine
  • goethe
    Member
    • Oct 2006
    • 47

    #2
    Re: NYT article on designers making cheapo lines for Target, etc.

    no surprise that its being sold at opening ceremony...

    Comment

    • Faust
      kitsch killer
      • Sep 2006
      • 37852

      #3
      Re: NYT article on designers making cheapo lines for Target, etc.



      [quote user="goethe"]no surprise that its being sold at opening ceremony...
      [/quote]



      Why do you say that?

      Fashion is a form of ugliness so intolerable that we have to alter it every six months - Oscar Wilde

      StyleZeitgeist Magazine

      Comment

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