Fashionistas want to buy and be seen in Labels, brands and what is the current season’s wear from guys. Unless it’s vintage, of course, darling.
Fashionistas wouldn’t want to take a risk on an unknown designer. What would be the point for them?
The demographic group that will step out and buy from an unknown name are those that are looking for something original. For whom the new designer’s work ‘speaks’ to them, or for whom it communicates that something that they want to be seen ‘saying’. This is a group of people that have the confidence to make a statement regardless of the views and reaction of others.
AB therefore, needs to step out, needs to be bolder, needs to be itself, to be seen to be making its own statement.
So who is our type of customer? I don’t want to pigeonhole in terms of age, or gender and certainly not size or anything else. I would see our customer as someone who looks for something in the shops (High St or online) that does it for them but just ends up feeling frustrated. ‘Maybe it’s me, maybe I’m the wrong shape, maybe I’m old fashioned, maybe I’m…’
But actually the issue may not be them, it might be that the fashion industry is too preoccupied following its own trends that leaves inadequate space for something ‘other’.
Now, it seems obvious to talk about there always being a space for anti-fashion here. And, believe me I would never disagree with that. I would hope that there will always continue to be antifashion in some form; all its forms. Its healthy to have an opposition; a counter view. Fashion actually needs antifashion, and steals/borrows from it frequently. Antifashion moves on.
But for some, antifashion is a step too far. For them it’s not necessarily about provocation, or rebelling, or attention seeking (antifashion is certainly not limited to doing these things and is a far more subtle & complex thing. I just want to make a point about a finer point of subtlety) It could be seen as a spectrum of Fashion moving through to anti-fashion and vice versa.
It’s concerned with making a more personal statement, finding something that looks good on them. We’re talking about a group of people that want clothing that has a little attitude, and something of a cool edge.
But there is more to consider here, the price tag for example, the ethics of production, and suitability for their lifestyle and body shape. And then there’s sustainability to consider. This might be a group of people who are uninterested, or in fact resistant to fashions’ seasonality. They might want to add pieces to their wardrobe that are more about the quintessential individual, not cheap crap that is ditched or bundled off to the charity shop in six months time.
We are talking about longevity. Admittedly clothing doesn’t last indefinitely, but how often do we have pieces that wear out before we tire of them? If we do, can we ever find a replacement for that dearly beloved favourite pair of trousers or that top that was just the right shape for us? This is another pint, another discussion entirely.
But here, we are talking about lifestyle, ethics of production, transportation, & globalization of style. I am interested in producing clothing for people that consider these issues and who want to make their own statement. For people that love and long for clothing that is as unique as they are. Not fashion that lasts five minutes and then feeds land fill.