December 8, 2014

Hollywood, The Limited, and Leading Ladies

Having finished its fourth season, ABC’s hit TV series Scandal has amassed a cult following of armchair fashionista “gladiators” who tune in to check out chic, Washington D.C. power player  Olivia Pope (played by actress Kerry Washington) in her stylist signature suits.   Since September,  Scandal fans who shopped at The Limited mall chain have been able to buy Olivia Pope’s look  at the retailer’s fashion collection inspired by Olivia Pope.   The Limited’s designer Elliot Staples collaborated with Lyn Paolo, Scandal’s costume designer and actress  Kerry Washington  to develop an affordable collection of  suit separates starting at $49.  The collection not only mark’s Limited’s first Hollywood collaboration but Limited claims that this is the first time that a national retailer, a network TV show, its costume designer, and leading lady have all joined forces.

December 1, 2014

MaxMara and Amy Adams

Max Mara, the powerhouse  Italian luxury sportswear house, has no name designer.  But Max Mara has once again attached a Hollywood face to its brand.   In 2013 it was Jennifer Garner. This year its Amy Adams promoting Max Mara’s accessories and sunglasses.  The 5-time Oscar nominated, Golden Globe winner Adams took her place on the front row at Max Mara’s runway show in Milan this fall—two seats away from Anna Wintour.

Amy Adams and MaxMara

Amy Adams and MaxMara

Max Mara’s chairman  Luigi Maramotti explained to the New York Times: “Creativity in our business is, in the end, creating a dream. It’s not about necessity…This is the reason, not only for MaxMara, that more than ever the connection between fashion and film making and actresses is very strong.”

 

Ad featuring Amy Adams

Ad featuring Amy Adams

Adams admitted that she was capitvated by Garner in Max Mara : “There was a billboard of Jennifer Garner on Sunset that I drove by every day, and I just thought she looks awesome. I want everything she’s wearing.”

 

November 12, 2014

Halle Berry’s Scandale

On October 27, 2014, Halle Berry joined the roster of Hollywood stars hijacking the runway,  launching a lingerie line of 10 bras and panties-priced under $20. The line will be sold at Targert under the label “Scandale,” reviving a lingerie label born in France in the 1930s.

Berry, who is an owner of the Scandale Paris line, has said she plays a hands-on role in design of the bras priced from $14 to $18 and underwear at $7.  “We’ve taken this brand and revamped it,” she told the Associated Press, “but we’ve kept all the qualities of the Parisian sort of style intact.”

Women buy lingerie mainly for themselves, she said, noting  “When they find something they feel good in, and that makes them feel sexy and feminine and empowered, their partners also reap the benefits.”

 

http://www.target.com/s?searchTerm=scandale&category=9975783|All|matchallpartial|clothing&lnk=snav_ta_scandale_c-clothing

November 11, 2014

Celebrities Hijacking the Runway

Beyonce has now added London-based Topshop to her roster of fashion ventures which include three signature fragrances and the House of Dereon, women’s fashion line,  In October, 2014, Beyonce and Topshop announced they had formed a 50-50 joint venture  company, Parkwood Topshop Athletic Ltd., to produce an athletic street-wear brand which will launch in stores and online, starting around the fall of 2015.

In a move to distinguish the venture from the host of celebrity collaborations in the marketplace, Topshop owner Sir Philip Green told WWD that the venture will be a stand-alone brand, “building a business—a separate, proper business, with separate overhead and a separate office. ”

In pursuing the fast-growing athletic/leisure category, where designer Tory Burch also recently announced she is pursing, Topshop said it had been studying the category since the spring— with the intention of making a splashy entry into the marketplace.  In late October,  “Beyoncé came to our office for the last piece of the jigsaw puzzle,” Green told WWD. Beyonce’s global superstar footprint comes with her  19 million followers on Instagram, dwarfing Topshop’s 3.2 million.

The yet-to-be named Beyonce collection, which will include clothing,footwear and accessories across dance fitness and sports categories.