A growing number of pop culture icons are capitalizing on their notoriety in order to express their creativity through multiple forms, one of which is fashion. In most, if not all cases, singers become actors (and vice-versa), models, fragrance makers, political figures, talk show hosts and sometimes even designers. But should something as sacred as the clothes on our backs lend themselves to futile attempts at building an empire? In other words, we should probably give more thought in the endorsement of a celebrity’s clothing line based on the merits of their cultural influence and aim to give due credit to the true artists.
Just a few weeks ago, during London Fashion Week, pop sensation Rihanna, (who is coincidentally dabbled in acting and recently introduced her fragrance on the market) launched her exclusive collection through the UK fashion chain River Island. The collection was received with high praise as it featured the singer’s signature styles, silhouettes and of course her bad girl edge.
River Island reportedly offered this opportunity to the pop star as is commonly done by retail chains in order to boost sales, showcase a different style and capitalize on a brand; the brand in this case was Rihanna.
This practice is not exclusive to River Island and it is increasingly become a frequent tactic for brands and for celebrities- because it sells. The tactic is used to draw consumers in and to add variety to the products a retail chain offers. Therefore its purpose is arguably strictly financial. More importantly, the expected outcome is that the recruitment of a cultural phenom will result in publicity! Suddenly, your brand is synonymous with a pop culture idol and that’s not bad for business.
For example, MAC cosmetics has partnered with a number of starlets including Lady Gaga, Nicki Minaj and more recently- you guessed it, Rihanna! Retail giant H&M is known for its collaborations with high fashion designers such as Versace last spring and Margiela last fall. Those collaborations are in no way comparable, in terms of influence, as Hilary Duff’s collection for target. The quality of the partnership ultimately determines the quality of the clothes and exemplifies the true impact fashion collaborations should have.
While there is nothing wrong with making use of influential figures to revamp a brand, or attract a new market, there is something to be said about the ability of these figures to actually contribute to the art that is fashion. Neuro-scientists can’t dabble in micro-biology on the basis of a shared scientific commonality between the two fields? Maybe they can, I’m no expert, but in the world of the arts, expertise, creativity or talent in one domain does not assure those same attributes in another. In other words, sometimes it is best to stay in your original lane.
Fashion greats such as Diane Von Furstenberg and Vivienne Westwood have been setting the trends for years. Why challenge their expertise with an auto-tuned pop tart? From colour palettes to textiles all the way down to the thread in a garment, they know their stuff. I would find it rather hard to believe that Kim, Khloe or Kourtney Kardashian, famous in part for their Kardashian Kollection carried at Sears, know how to sew. When celebrities launch their clothing line, consumers need to understand that there are a multitude of people behind them actually sketching, drawing patterns and sewing!
It seems as though, in a bid to branch out and capitalize on their fame, famous people have in a sense belittled the actual work that goes into fashion and the fashion industry. Having a good eye and using fashion as an outlet doesn’t make you a designer, it makes you stylish! Creating a garment and a collection is a process, which requires a lot of dedication, attention to detail and know-how. That’s why Marc Jacobs has no qualms about charging you 1,900$ for a maxi t-shirt dress.
It is worth noting that some artists have managed to capture this idea of fashion as a process and have thus gained some influence and credibility in the fashion world. P.Diddy has successfully launched his line Sean John in 1999. In 2004, he was honoured by the Council of Fashion Designers of America as Men’s Wear Designer of the Year. Justin Timberlake successfully launched William Rast in 2005, and the line has since evolved from being a simple denim line to a full lifestyle collection. Similarly, Mary-Kate and Ashley Olsen, famous actresses have fully branched out and are now key staples on the fashion circuit. Elizabeth and James and The Row, for which the twins were awarded CFDA Womenswear Designers of the Year 2012, are just two of the many collections they have. Other notable pop star turned designers are Nicole Ritchie with House of Harlow, Victoria Beckham with Victoria Beckham, Gwen Stefani with L.A.M.B and Jay-Z with Rocawear.
That is not to say singers and actors are not allowed to become designers. Most of them, as aforementioned, are very capable and their contributions to the fashion world are always entertaining. But as the saying goes, you cannot do two things at once and expect to do justice to both.
Photo credits:
Style.com
fashionista.com
visionaryartistrymag.com