Wednesday, January 6, 2010
Image /Fashion Gone Rogue
I like the new Burberry campaign image above for two reasons. First - the guy on the left's collarless shirt. I love collarless shirts and we don't see nearly enough of them. But we should - they're the ideal summer shirt (alongside chambray shirts). Forget tee shirts and collared shirts (and don't get me started on henleys - the wackest non tee shirt/non shirt ever created), every man should own at least one collarless shirt. Second reason, the cast. The guy on the left is Alex Watson, brother of actress Emma Watson (who's in the middle), and the guy on the right is musician George Craig. None of them are models. They're just good looking, English cool kids. And it got me thinking. Why don't we see more of this in New Zealand?
We might not breed scores of top models here in New Zealand, but we do have a lot of young, cool, good looking musicians, actors, artists and kids-about-town. If it's good enough for the Christopher Bailey/Mario Testino Burberry crew, it should be good enough for New Zealand labels. I'm looking at you Stolen Girlfriends Club, Huffer, Zambesi, Karen Walker, twentysevennames etc etc.
Why not swap out that same old, same old model you use every other season and replace them with some young up and comers? If you don't know where to start, just go down to DOC bar on a Friday night and throw a dart. It's bound to hit someone worth using.
Here's my theory.
The more exposure the young guys get, the more successful they become. The more successful they become, the more influential they get. The more influential they get, the more other young kids will look up to them and think how awesome they are and how much they'd like to emulate them (ie. wear your clothes). Plus, the more famous they become, the more you can claim that you discovered them. And we all know how much everyone loves to do that.
Then for those of us who don't have limitless funds to spend on clothes, if a big bunch of super cool kids are spawned - who are regularly seen in designers' campaigns and on the trend/gossip pages of local tabloid magazines and who actually have some clout - the mass retailers will have to catch on at some point and start knocking off the cool kids' outfits. It'll be like a perfect little Kate Moss/Top Shop situation.
I know New Zealand is small and the population is minute but I still believe something like this can be created.
Who's with me?
p.s. I forgot to mention that Miss Crabb is way ahead of the curve on this one, using both Lorna Storm and Noelle McCarthy in campaigns in the last four years.
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