THE DEMOCRATIZATION OF FASHION- “TAKIN’ IT TO THE STREETS”
MADE IN AMERICA Spring/Summer 2010 COLLECTIONS FOR WAL MART AND EBAY STORE
THE APPLE STORE, PRINCE STREET, SOHO,
September 17th, 2009-Mercedes Benz New York Fashion Week
11 AM
Words, Images Judith Ecochard
Designer/Entrepreneur Norma Kamali added another ‘genuis idea’ feather to her cap with her innovative runway show of clothing that’s available NOW- online at her branded e-Bay store, OMO Kamali… and her inexpensive active wear collection (everything under $35) for gargantuan Wal Mart… that regularly sells out.
We hung out under scaffolding (it was cold and rainy) that shielded models struttin’ their stuff under an urban sidewalk aka catwalk.
Minor miracle…the show started on time.
PLUS:
Smartly, the entire show flowed by fabric…adding up to a cohesive editorial outing.
(Reminded us of that traffic stopping S/S 2010 fashion show of Esther Perbandt that we covered in Berlin)
We saw terrific separates that are pure Kamali…including a 2010 version of the acclaimed sleeping bag jacket (on eBay store for $265),
comfy well cut very chic separates made from that grey terry ‘ sweatpants’ material,
sexy slim fitting, stretchy red or black nylon ‘multi-use’ dresses re-imagined in a bunch of silhouettes- including a sexy off shoulder, fishtail frock, ($250)
striped (jersey) leggings, swimsuits, tops and dresses…
and ruched gathered sheer white dresses-including a wedding dress worthy number that was the last look.
We then warmed up inside the buzzing Apple Store- and caught the tail end of Kamali’s talk/presentation with tech dude Omar Wasow ---in the second level theater.
In the spirit of democratization…open seating was open to all on a first come, first served basis.
MATERNITY FRIENDLY!!!
Attired in black shades, a one piece sleek black jumpsuit over one of her tees…Kamali chatted about her online ventures.
“I’ve made a million mistakes,” Kamali observed…”but it’s vital to try something new.”
By getting "rid of the wholesaler" via her eBay store (inspired by savvy resellers of her Wal Mart line), and launching an iPhone app, Kamali further expands her brand all over the world ---with just a few clicks.
And she’s got a SKYPE number too (NORMAKAMALIBAY)…reaching out to the growing 500 million users of that free phone service.
Concluding with a Q /A session…Kamali revealed that she designed her tee shirt with her Apple iPhone app “in a cab on the way to work from my apartment.”
It says “I LOVE MY DOG.”
To which we add…we love Kamali’s clothes. CONGRATS.
