The pursuit of constant customer attention, on which modern fashion marketing is based, is a competition of news feeds. It is unlikely that customers really need a see now, buy now system, in which things seen at the show can be immediately purchased and published on Instagram.
A momentary impulse, the opportunity not to wait, and just a chance to take part in such an adventure push clothes and the need for it into the background. The popular system of "drops" works in the same way - a scheme of supplies to the store, in which goods from the new collection are "thrown away" in small batches.
“Drops” exist separately from the traditional deliveries of the current season - these are so-called exclusives, capsule collections and items created in collaboration with other brands, famous people or designers, for them hype is important, which creates queues in front of boutiques on the day of sales start. And even though the hype around them makes some things collectible, and the image is bright and individual even after years, for the most part the relevance of such things in the fashion ecosystem is melting with cosmic speed. This carousel of consumer entertainment swirls with first-tier brands, from the occasionally humorous Chanel handbags that look more organic in the nursery than in the dressing room, to the recent duo Supreme and Louis Vuitton.… By the way, the first high-profile capsule collection for the brand with the most famous monogram in the world was made in 1998 by the then unknown industrial designer Ora Ito, whose initiative to creatively rethink the Louis Vuitton heritage ended in a lawsuit from the brand. Today, it seems that any more or less well-known character will fit in the household of veterans of the production of luxury goods.
In contrast to this bacchanalia of all the most fashionable, stylish, youthful and ephemeral collections, the brands, which are considered the stronghold of expensive chic and true elegance, finally took care of customers who come to the store not for hype, but for goods: for new shoes, because spring has come, for perfectly fitting trousers, because life is life and you need to make a career in something, for an exquisitely simple dress, which will be the solution for any party, and for a classic bag - for many years there has been a queue for it no less than a fashionable limited edition.
1 of 6
Tod's "Timeless Icons" book includes photographs of the main style icons of the entire 20th century and the beginning of the current one, for example, Audrey Hepburn. A collection of timeless accessories arrived in time - the beloved models of bags, loafers and moccasins.
In the photo: Audrey Hepburn
In this handbook, you can see photos of a large number of men, mainly actors. From them you can learn the current, always relaxed style. Just look at Jack Nicholson or Alain Delon
Commenting on his Icons collection, American designer Ralph Lauren remarked: “I believe in timeless style”. Photographer Steven Meisel was brought in to capture the best examples of the brand's design over the past half century.
In the photo: Alain Delon
The Tod's Timeless Icons collection is actually also a virtual collaboration, homage to the style icons whose names have become symbols of timeless elegance: Brigitte Bardot, Jane Birkin, Bianca Jagger, Jean Shrimpton, Eli McGraw, Twiggy and Lauren Hutton. It unites their casual and sophisticated style, which is far from changing trends and has become a reference point for many. Favorite stuff at Tod's- leather, but what is more suitable for creating a timeless masterpiece? Biker jackets, ordinary and extremely narrow silhouette, trench coats, a hybrid of a leather jacket and a trench coat, crop tops and mini dresses - this is how modern classics look like, and her palette is the most refined: white, blue, sand, with accents of silver and python skin. These things are not constrained by the season: you will most likely buy a Jane Birkin-style suede biker jacket once and for life, and a mini, inspired by Twiggy's looks, can be worn in winter with a turtleneck.
The most coveted bags of the brand also hit the selection - the futuristic Wave has even been reduced to a microform, retaining the details and silhouette of this most comfortable day bag. The freshest of Tod's icon bags, the Double T crossbody, has blossomed in all sorts of shades and textures, just like the legendary Gommino moccasins - it's hard to say anything new about their convenience and versatile design. The entire collection is clear and adapted to life, elusively aristocratic and modern - it is about clothes, not sensations, just what muses need, who create trends themselves.
At the presentation of the book "Timeless Icons" during Milan Women's Fashion Week in late February, a new pavilion was built next to Villa Necchi. Its walls were decorated with photographs from the pages of the book - as if all the heroes of the past and present were in one place at once. © Tod's press service
In the Ralph Lauren Icons collection, the items themselves act as icons. Those that have stood the test of time and fleeting trends are all iconic images of the world of Ralph Lauren. Their modern interpretation symbolizes the company's new approach - the desire to make the corporate identity of the brand available to customers anywhere in the world, at a convenient time, without looking at the season.
Personal favorites of the designer passed strict casting for Icons: British Warmer and Fireman's Coat, tuxedo, blazer, safari and military jackets, strict gray and club tweed jackets, and wide trousers in nautical style. Each of them is a testament to impeccable workmanship and remarkable precision in detail. Cashmere sweaters, thin linen shirts, jeans and trousers made of woolen flannel will dilute all these "purchases for ages". Accessories include the iconic Ricky bag and riding boots, both of which are the brand's best masters.
Commenting on his Icons collection, American designer Ralph Lauren remarked: "I believe in a style that remains timeless." Photographer Steven Meisel was brought in to capture the best examples of the brand's design over the past half century. © press service Ralph Lauren
Today, when the brand, whose name translates as “clothing,” has become the main fashion newsmaker, the general madness of deformation, embellishment and deconstructivism looks rather strange for a buyer who values quality and appropriateness. It is precisely good, classically tailored, restrained clothes made of good materials that are now becoming catastrophically scarce on catwalks and counters. Shocking is appropriate on the screen, but even in the closet it looks a little strange, to say the least about the daily routine - the need to look good and appropriate, feel comfortable from morning till night and also not spend a fortune on a wardrobe every month, without having time put on another sharp must have.
This position is best outlined by a man whose rational approach to fashion does not in the least argue with the status of its living legend. Line of Giorgio ArmaniNew Normal, with an irony that would be the envy of many reckless avant-garde brands, slightly teases and teases the current situation in the industry. Instead of endlessly pressing the refresh page button in search of the latest shocking fashion experience, which is sometimes very addictive, the brand's fans have been enjoying a wearable, superbly coordinated set of clothes for the third season already. Models of a serious age participate in advertising campaigns for New Normal, for example, Yasmine Le Bon, who turned 51 by the time of the shooting of the first campaign, as well as representatives of various nationalities. Classics through the prism of today - the choice of pragmatic, graceful and active women.
1 of 6 In the third update of the Giorgio Armani New Normal collection, as always, you can find clothes that will immediately become your favorite. © Press Office of Giorgio Armani © Press Office of Giorgio Armani © Press Office of Giorgio Armani © Press Office of Giorgio Armani © Press Office of Giorgio Armani © Press Office of Giorgio Armani
Perhaps the term "new normal" best describes the style for which the word "classic" would still be an imprecise definition. It would seem that everything is as usual - trouser suits, wide summer trousers, cashmere, silk, linen, viscose and cotton, a cage and a “salt and pepper” color scheme, but delicate nuances in the form of an androgynous cut of jackets, a silhouette of wide culottes of topical fit and, of course, the compatibility of all the items with each other makes the collection super relevant, and the hand reaches for the credit card.
There are clothes that have a place in museums, you can admire them, invest in them and wear them once a year or even once in your entire life, but they are unlikely to be called your favorite. And there are things that have been worn for years and sincerely grieve when the laws of physics and time force them to say goodbye to them. And not because the fashion for the thing has passed, but because your life together was too intense. Perhaps the love of timeless style is the best thing that happens to fashion now.>