LVMH's NOWNESS

                  still from Lily donaldson's Flying Hair via: Nowness

We live in a time where ideas are constantly being thrown around from all sorts of places and angles. Living in a global society, the Internet has become the central hub for ideas to be communicated, shared, and evolved. LVMH has grasped this concept and recently launched a luxury lifestyle site, NOWNESS, where new content is shared daily by the most respected and innovative creatives working today. 

A place to be inspired, NOWNESS introduces the latest and best of fashion, art, culture, and travel in digital form. With interactive capabilities and user-friendly interface, its allows viewers to engage with the site as it then tailors the content to the viewer's specific interest. With it's "Love/Don't Love" feature, they are also able to directly gauge consumer reaction to products and ideas, setting up a new system of user testing and gathering information. 

Although NOWNESS is a brand of the luxury group, LVMH, the content is editorially independent and the NOWNESS international team collaborates with any creative individuals and brands. As content is the most important focus of the site, there is yet to be any revenue model. But as the site grows, it expects interest from advertisers. 

Because much of luxury is about tradition, the luxury market has always been a bit slow in adapting to online media. But NOWNESS has taken the leap as it experiments with new capabilities and sharing of ideas through the Internet. While it's approach is relevant to today's society, it remains faithful to the luxury lifestyle with it's forward-thinking approach to creativity and innovation. The concept of NOWNESS is not a completely new idea, but an evolution of what has been happening in social media such as blogs, Twitter, and Facebook. 

We live in a time where it is crucial for luxury brands to re-strategize and re-market themselves in order to stay on top of today's technologically advanced society. The power of the Internet is becoming increasingly important as it is continually being explored and expanded. We are eager to see how NOWNESS develops and differs itself from today's never-ending list of online editorial sites. But we also expect that this trend of online presence will continue to grow as other brands imitate with similar concepts. 

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The Role of the Blogger

     Designer John Galliano and Blogger Tavi Gevinson via: Style Rookie

As previously mentioned in our earlier blog post, bloggers have a new role and greater influence in fashion than ever before. As everyone relies on the Internet nowadays for the latest information, the influence of blogs is something that cannot be ignored. Not only is it a source of information or inspiration, blogs are also the new type of portfolio in the fashion industry. It can lead to sponsorships, deals, collaborations, and jobs in marketing, fashion and media. Naomi Nevitt, a new media consultant, states that there are so many different types of blogs. And "it's about designers seeing how important this is, and the ability to circulate this information so quickly is really important." Looking toward the future, she predicts "personal style blogs filling the role of the traditional stylist. Just in the way a [public relations] company will lend out an item to shoot to a magazine, it's that way for a personal style blog showing how this item can exist in people's wardrobes."

                            Designer Marc Jacobs via: Vogue Espana

A few years ago, it would have sounded ridiculous for a blogger to be a designer's muse, inspire a new It bag, or be invited to sit front row of a fashion show. But it is now apparent that we are living in a new era where relatively anyone with a computer and Internet access can have a voice in fashion. And more recently, it is clear that not only do bloggers have a voice, but they have somehow managed to take the lead.

The power pyramid has shifted and designers are paying more attention to what bloggers are saying. Attracting hundreds of thousands of hits per month, these bloggers influence a wider audience. Calling them key influencers, a spokeswoman from Tory Burch states, "we hope that through their sites, they'll introduce Tory Burch to a whole new set of customers... Blogs and Web sites invite a dialogue with readers and customers that is invaluable to us." Fashion designer Norma Kamali also noted that "there is no elite in anything anymore."Calling them leaders, she says she appreciates the way they interpret what she does and publicly share it with others.

Jane Aldridge at Crillon Ball via: Sea of Shoes 

Bloggers play a multi-dimensional role; they are the new celebrities, editors, critics, stylists, muses, etc... The list can go on and on. 13-year-old Tavi Gevinson of Style Rookie is now a correspondent for Pop Magazine and has reportedly been approached about a reality TV show and a book. 17-year-old blogger of Sea of Shoes, Jane Aldridge, designed a capsule collection for Urban Outfitters and was invited by Vogue to attend the Paris Crillon Ball in a Chanel Haute Couture gown. And London-based 25-year-old Susie Lau of Susie Bubble is now an editor at Dazed & Confused.

With all of this attention given to bloggers, there has been an uproar the last few weeks of bloggers versus editors. 13-year-old Tavi Gevinson, blogger of Style Rookie, wrote her stance, and Business of Fashion made a great point. And for the most part, bloggers are not trying to take over anyone's position or step on anyone's toes. As Business of Fashion states, instead of an unconstructive us versus them mentality, journalists and editors should engage genuine dialogues with bloggers "about the state of the industry and the ways in which social media can make fashion a more participative industry."

As information is available to everybody instantly, the pace of fashion has moved much more quickly than before. Today, most fashion brands and retailers have some form of blogger outreach. Whether these companies are giving bloggers new products, inside scoops, inviting them to special events or fashion shows, those who are smart enough know that they cannot ignore this new blogosphere. Journalists, stylists, and editors may feel attacked by the power of bloggers. But that does not need to be the case.  Perhaps many people who have been in the fashion industry for a long period are not yet comfortable with this idea, but it is only to their disadvantage to not accept the changing times. 

Information moves quickly, and people are reacting quickly. As information becomes more widely available and fashion becomes more transparent, we stand in a midst of a revolution. It's clear that blogging is not just a trend, and we look forward to how this will evolve and change the fashion industry.

Source: WWD

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New York A/W 2010-11: Behnaz Sarafpour

What I love the most about New York Fashion Week is the wearability of some of the collections. I love fantastical, breathtaking and awe inspiring fashion and the stories and inspirations that fashion tells. But, I do like a collection that is primarily what women want to wear and are well made with something extra. Pieces that will transform your everyday life, that will make lunch at Pret and dinner at Pizza Express not so ordinary. This is exactly what Behnaz Sarafpour offered in her presentation. A camel and black trouser suit was so soft and feminine. My favourite piece was the camel coat with the huge fur collar. Ok, I'm vegetarian but oh my that fur... The ladylike and minimal feel ran throughout with cute skirts and polka dot tights, and belted jackets. The ruffled dress was sexy when worn with the fishnets to avoid the frillyfancy look. I loved the white trousers, blouse and nude belt with the lovely hat, I'm thinking french riviera avec a beret wearing Parisian man. Embellishments were also seen on a black shift. I want it all <3

Photo: www.style.com 

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New York A/W 2010-11: Hervé Léger by Max Azria

Lubov and Maz Azria elevated their collection this season. The pieces had sporty hints, with lighter fabrics and stitching. I liked that the stitching looked slightly undone, like it was unravelling. Kind of like on that ball they use in American sports. You know the one I mean. It was also quite graphic and sculptural in places and really changed the line's dynamic. The collection also combined light and dark in terms of colour and mixed sporty with sexy. Of course, the collection was very body-conscious but also different. The bandage dresses were multi tonal and blended effortlessly into each other. I particularly liked the glimpses of flesh underneath sheer panels and ruffles swaying on the side of the dresses.

Photo:www.style.com 

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New York A/W 2010-11: Diane Von Furstenberg

The opening look with the juxtaposition of florals and suits, was a very promising start to the collection. This contrast appeared throughout the show, but it was very subtle and delicate. Cropped trousers, oversized knitwear and metallics appeared amongst ruffled skirts, blouses, painterly patterns and earthy prints. The cocktail dresses were undeniably pretty as were some of the other pieces. Whilst there were pretty pieces, they were never too pretty and the dark tones gave an edgier and dirty feel to the collection.

Photo: www.style.com 

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New York A/W 2010-11: Victoria Beckham

I still pinch myself whenever I see one of Victoria Beckham's collections. Due to the fact that I am a little bit in love with her. Actually, this is no time to be coy... I love her a lot. You would be able to tell from my many posts that include her anyway. I have loved her since her Spice Girls days, I am so proud of her that she has followed her dreams to be a designer. Her collection has done phenomenally well, and
are a red carpet fave with the gliterrati. Her designs have continued to evolve and mature and I love the workmanship and detailing of the pieces. For Autumn/Winter her success continued, she narrated the show and greeted the editors (so nice). The collection was structured and body-con as her past collections have been. This season she also featured some draped pieces and contrasted fluidity and structure. This worked very well and the dresses were stunning. The colours were rich and bold especially the red and teal. The nudes and metallics complemented the boldness of the other tones. My favourite look was the nude skirt suit with the elasticated waist belt and body-con skirt. This was a perfect example of how well the fluidity and structure worked together. The look was very minimal, elegant and ladylike just like the designer herself. <3.

Photo: www.style.com 

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New York A/W 2010-11: Vivienne Tam

I come to this collection with much trepidation, I was not a fan of Tam's Spring love obsession with butterflies. So, when I heard that the theme for this collection were the animals for Chinese New Year, I was slightly worried. But, I am very pleased to say that it was not literally models in animal suits on the catwalk (ok, that was harsh but I really didn't like butterflies). I actually really liked it, it was youthful and fun. The details really stood out, in ruffles, draping and volume. The embellishments and delicate prints really worked well. I even spotted feathers, and you know how much I like feathers. The only animals on the catwalk were in the form of adorable, origami motifs. I really liked the subtlety of the theme here and the details of the pieces told the story. Lovely <3

Photo:www.style.com 

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New York A/W 2010-11: Prabal Gurung

The use of colour in this show was fantastic. The two-tone pieces were great,  especially in the tailored grey-at-the-front and black-at-the-back suits. I especially liked the camel and white, sporty skirtsuit. Monochrome graphics were seen here as well, similar to Helmut Lang. TREND ALERT me thinks so. The movement of the ruffles and draping balanced the graphics well. The sparkling tweed was stunning as were the metallics. The stars were the dresses, which were literally to die for. The ruffled cocktail dresses, the asymmetry, the colours...wow. My favourite was the black, floor length dress with the white peeking out from the ruffle.

Photo: www.style.com 

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New York A/W 2010-11: Lacoste

After the amazing show for Spring, I was expecting a lot from this collection. While I didn't love it as much as last season, this collection did indeed make me happy. It was like a story unfolding, it started with slouchy and oversized neutrals. Blazers, trousers and knitwear all oversized in camel. Then the bright, blocks of colour bounced onto the catwalk. It was so cheerful and optimistic, many of the looks came in raspberry, red and dark pink. The clashes mixed mint, black, raspberry and canary yellow. There was a distinct 80's sportswear feel to it. I loved the shorts, ribbed jumpers and jumper dresses. I really don't understand why I like Lacoste as I don't do sporty at all but Christophe Lemaire makes me smile. I wish I didn't cut my hair as I would have definitely been sporting those side ponytails.

Photo: www.style.com 

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New York A/W 2010-11: Helmut Lang

Structure and graphics were the key themes in this collection. The monochrome, clean and structured lines worked very well together. Draping and fur collars softened the structure, as did the earthy and natural prints. The collection was full of wearable separates, but they certainly had something special. I loved the tailoring and the overall cleanliness of the first looks. The earthy print made the collection dirtier, in a good way as it gave it another dimension. This was in contrast to the graphics of the first looks, the jumper dresses and fur made it that little bit warmer and more cosy. 

Photo:www.style.com 

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New York A/W 2010-11: Altuzarra

Joseph Altuzarra introduced the dominatrix for Autumn/Winter. The collection was sexy, structured and strong. Leather and fur coats started the show, and gave a glimpse of what was to come next. The tailoring was very strong and the details on the pieces really showed. The leather dress and jumpsuit were skintight and elevated with corset and stitching, which was used as an undertone and didn't overpower the piece. There was also a hint of disintegration running throughout, with fraying edges and stitching. The S&M theme was also very apparent with the buckles and such. The ravishing red evening dresses were very sexy and showed ample amounts of flesh... gorgeous.

Photo:www.style.com 

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New York A/W 2010-11: Alexander Wang

Wang unravelled the banker's suit and turned it into a sexy treat. The suit was a big theme in this collection,  and was cut, mixed and chopped. I particularly loved it when it was turned into lingerie, maybe not so suitable for the office... but hey, one can dream. Velvet was also a big theme throughout the collection, I am not a big fan of the V word but it added great texture to the pieces. The mood was dark and gothic in places. Ribbed jumpers and draping were both seen but the highlight for me, were the thigh-high leg warmers. They were just amazing, I'm getting bored of my thigh-high boots so these shall be my new replacement. Until I find them I shall snip of the feet of my thigh socks. 

Photo: www.style.com 

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New York A/W 2010-11: Preen

This collection had the wow factor. For me, this has been the best collection at NY so far. It was absolutely stunning. I loved the contrast between the soft florals and the minimalist tailoring. The collection started with a floral dress, with a polo-neck at the top which was gorgeous. Oversized blazers, florals and sheers, body-con and draping followed. Each look worked and are what women want and would love to wear. The jumper dresses were really cute and the hints of lingerie that ran throughout were subtle and sexy. I loved the cut-out detailing in the body-con pieces and these were a great contrast to the volume in some of the coats. The last look was a beautiful ending to the collection and one of the best pieces. Loved this.

Photo: www.style.com 

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New York A/W 2010-11: Ruffian

I am in love with this intergalactic collection. The space odyssey theme was delicate and feminine in its execution. The pussybow blouses were very ladylike and the soft silk added fluidity. The coats were great with peeks of silk, flashing from underneath them. The use of jumpers made the collection a bit more casual but kept it soft. The use of leather and embellishments added perfectly to the space theme. The moon motifs looked great too, which were also seen at Armani Prive at Paris Couture. Trend alert me thinks. Morais and Wolk produced a stunning collection of pieces that women will want to wear for Autumn.

Photo: www.style.com 

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New York A/W 2010-11: Rag & Bone

Wainwright and Neville made me want to snuggle up by a log fire in the mountains. The collection was heavy on outerwear, and just looked so warm. The pieces were strong and very wearable with an edge. The tweed and checks added to the outdoorsy theme and the oversized jumpers were divine. I really liked the use of tailoring, especially with the waistcoats. I thought that this gave the collection a grown-up twist. The socks were unbelievably cute too.

Photo: www.style.com 

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New York A/W 2010-11: Jason Wu

Everytime I think about Jason Wu, I spontaneously burst into song. This song usually begins and starts with a 'Wu, woop'. But, anyway... the collection was androgynous at the beginning, with oversized jackets and trouser suits. This gave way to a parade of gorgeous cocktail and evening dresses. Feathers encased in tulle and cigarette-burn spots stole the show. Wu made a departure from First Lady fashion and did it very well. I particularly liked the simplicity and texture of the ribbed jumpers and the sheerness of some of the pieces. The gold leaf sparkled with the jewelled tones and the boxy cocktail dresses had great volume. I was wishing for more feathers and I got them.

Photo: www.style.com 

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New York A/W 2010-11: Cynthia Rowley

Rowley did edgy, scary and chic in equal measure for A/W. The collection was moody but brightened with a vibrant colour clash and prints. The volume in the collection was a high point, with puffer jackets, bubble hems, ruffles and draping. I loved the feathers and fringing, which was divine in brights as well as black. The printed, silk, jumpsuit was very cute. Cynthia Rowley is one of my NY favourites and this did not disappoint. More feathers please...

Photo: www.style.com 

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