Our friends Justina and Faith from Compai Clothing took part in the Tulips & Pansies fundraiser fashion show that took place on May 15th. It was a floral runway show to benefit Village Care New York. Word is they were able to raise over $100,000 at the event. Other designers that were a part of the event included Betsey Johnson and Catherine Malandrino. Click here to see more from this great fun event.
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It was a truly great Darling afternoon meeting designer Karelle Levy and checking out her KRELwear studio in Miami! Yarn from floor almost to the ceiling, surrounded by racks of lovely, shimmering KREL designs everywhere. Karelle Levy knits her own fabrics, finding inspiration in the inherent beauty and formal aspects of the process. Levy has developed garments by reconfiguring what she calls “toobular” fashion, using few or no seams in her knitting technique. This makes her garments interchangeable and convertible; a single piece can be worn as a sleeveless top, or a skirt, and they all reflect her independent, no rules ethic, “Living garments, embracing flaws - let it run.”  |
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SD: How did you end up in the fashion industry? SD: When and how did you know you would choose this path? SD: Where did you go to school and what did you study? SD: What was your first job in the industry? SD: What inspires your designs?
KREL: The every day, what is coming up in fashion. |
 SD: What is your design process? SD: Describe your philosophy behind your designs? SD: What does your average day entail? SD: If you knew then (before you entered the industry) what you know now, what would you do differently? SD: In your opinion what is the best and worst current fashion trend? SD: What do you think the hardest aspect of your industry is? SD: Do you have any events you are getting ready for in the near future? If so tell us a little about it. KREL: I just did the Style Wars competition in NYC and won! Article: http://www.nytimes.com/2008/05/12/nyregion/12fashion.html |
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Third time’s a charm, they say, and we’re absolutely charmed by this designer’s luscious jewelry. We’d like to begin this critique with some correspondence we received from her. Natha writes:
When people see my jewelry in person and see the quality and craftsmanship, I make many sales quickly, but my web sales are really slow … I would like some ideas on what to do to make it easier for and encourage customers to purchase from me. My photography is professional but does it show the jewelry in it’s best light?
We think her comments are right on target and reflect what a lot of designers new to electronic media and internet marketing have experienced. Getting people to buy something when they can’t hold it in their hands and see it on takes a lot of work, and good photography, we feel, is absolutely key. That’s what these critiques (and the photo tips in earlier blog postings) are all about!
To kick things off, Luscious Metals is to be commended for a high degree of consistency in the boutique images, and the choice to go with clean, clutter-free backgrounds can be a very pure and professional look that brings out the best in metallic objects. The descriptions are clear and well-written, too. This boutique is off to a very good beginning, and the designer has clearly put a lot of effort into producing good photos, many with a good mix of alternate views and strong model shots.
That said, here are a couple ideas for how they could kick the imagery up a notch:
1. White it out - Our first recommendation (which is true for everyone) is if you’re going to use the high-key look, make sure the background is pure white. A number of the images in this boutique are more towards the gray, and unfortunately these end up looking a tad muddy. To make those sparkly metals pop, it’s gotta be pure white. The good news is that this is a very simple adjustment to make in Photoshop (and if you’re using a professional photographer, he/she could definitely take care of this for you easily.)
2. Dimensionality - One of the most important considerations when shooting against white (especially with small items such as jewelry) is to be sure to keep things from looking too flat. In this case, many of the items in this boutique look as if they have been shot from directly straight-on (or overhead) angle, with the product resting directly on the backdrop. While this is great for showing detail, often this approach can lack a little bit of dimension and “dramatic” feel. What we would recommend first is to mix it up a bit … try different angles, and experiment with focus and depth of field to isolate detail. Another approach that may be worth trying would be to move the jewelry out a bit from the backdrop and make the lighting a bit more angular, using directional lighting to cast a soft shadow and add a little depth (while still keeping that high-key look that you’ve established.)
3. Get a little closer - Come on, don’t be shy. Seriously, though, we feel that the images in this boutique could benefit from a little bit less white in places, and a tighter focus on the product. Get that lens in as close as possible, and crop excess background out as necessary … don’t forget that the focus is the product and too much empty space can cause your product to get a bit lost.
We hope that these ideas might start some wheels turning (not to mention sales!) and we again thank Natha Perkins for allowing us to take a close look at her boutique. As always, our comments are meant with the greatest respect and we appreciate the work that you ALL put into making your boutique the best it can be! Anybody out there have more to add? What do you think about this boutique? We know you have something to say … let us know what you think by either commenting below or emailing directly at julie[at]smashingdarling[dot]com. We are also running out of volunteer’s for the critique. Anyone interested in being next?
Artist/Jewelry designer Dina Varano letting her indie out.
She paired up with River Tavern in Chester CT to speak at a luncheon.
Guests were treated to an up close and personal experience with Dina, her jewelry and artwork.
The beautiful photos were taken by Laura (Whosiepie) Williams. A fellow designer from the Smashing Darling community.
All 112 photos from the lunch can be viewed here.
You can shop for her jewelry online here.
Dina’s wall size drawings.
Jewelry
Inspirations
Fans of Dina, letting their indie out too.
If you would like to be included in this segment, Let Your Indie Out, please email me trish(at)smashingdarling(dot)com
If you are a designer at a function with fans
or
fans wanting to share with the community how you let your indie out.
It is a great way to promote indie fashion.
The first person to comment on the blog and tell me who said or wrote this wins a Student Smash Up item from Smashing Darling.
What is this quote from?
“Be who you are say what you feel because those who mind don’t matter and those who matter don’t mind.” -?
Now the only thing left to do is go peruse the store to feast your eyes on all the delicious choices and make your selection.
Good Luck!
These 4 are still up for grabs. Check them out and give it a shot.
Milwaukee Fashion Week, Fashion by the Lake, has opened it’s designer registration for this year’s show that launches October 2008. Solessence, a premiere lifestyle brand and manufacturer of natural and organic spa products, is the producer of Milwaukee Fashion Week.
Who: Midwest Fashion Designers
What: MFW Designer Call
Where: The Pfister Hotel, Cafe Rouge meeting room, Milwaukee, WI
When: TBA
Why: Gain exposure for your line.
In addition to the chance to show your designs on the runway, one local designer will be awarded $1000 to spend on shoes from Zappos.com to fit models for their runway show.
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Join me in congratulating Karelle Levy of Krelwear for winning the Style Wars competition held in Tribeca, NYC this passed Friday. It was the first national Style Wars event hosted by Mary Jo Diehl and Roman Milisic of House of Diehl. Emerging designers competed to create couture designs from random objects and raw material on a model in five minutes. Please read about the whole evening at The New York Times. Don’t forget to check out the pictures of the event too.
Just as an FYI, next Tuesday’s interview will feature Karelle Levy.
Please feel free to email me about events going on in the indie design community that you may or may not be involved. I would love to help get the word out. Email trish(at)smashingdarling(dot)com. Tell me what you are up to that you want to share.
JenJoy creates all of her fashions from scratch and promises that no two will ever be exactly alike, unless it says LIMITED DESIGNS. She truely loves every aspect of design & sewing. It is what she loves to do! Jen gets true satisfaction making every unique piece. Mixing buttons, pockets & bows for sweet yummy creations! Start expressing your indie style & shop for the original jenjoy designs.
SD: How did you get into fashion?
JJ: I have always LOVED to shop & I could spend all day doing it. Styling & designing is second best! Since it’s not as easy or affordable to do these days having a full time family.
SD: When did you start your own line of clothing?
JJ: After I had my two baby girls, now 4 & 2 yrs old. I wanted something for myself. I have always been an artist. I used to paint allot when i was younger, then started drawing designs on simple paper. It was really easy to do when I am with the girls, then they can be artists at the same time!
I also relate the two…. When designing an original jenjoy, sometimes it’s not the same thing I drew before hand. At times it develops into something totally different =] just like my paintings used too!
SD: Where do you turn for inspiration for your designs?
JJ: It’s really just out of my own head mostly, but I do however adore the vintage & retro era. Street fashion is always catching my eye too! I am also very inspired by my little girls & the playfulness they bring into my life!
SD: What are the pros and cons of designing from your home?
JJ: Pros -I get to spend time with my family & my girls while they grow up, knowing that I will always there for them. [like right now my oldest has a broken foot from weekend with papa, lol. nooo... she's a dare devil]
Cons -Seems like I’m always working & I never sleep. FACT
SD: Who is your customer?
JJ: The dreamers & pursuers.
SD: How do you market yourself and your label?
JJ: I market myself by doing events & shows… networking through my-space & basic online editorials. Also I love to connect with other artists in the field as well.
SD: How do you see your company in the future?
JJ: I see & wish to be in boutiques all around the world, but @ the same time keeping the personal quality of each item. i don’t want to loose that
SD: What does your average day entail?
JJ: Well like I said I am mommy first. So my days are spent being just that. It’s a lot of cleaning, cleaning & cleaning, lol. I used to be REALLY picky, in fact my husband would call me Mrs. Monk, but over the years with kids I have become a wee bit more relaxed ;] like the saying says… a messy home is a happy home! Sorry hun =]
SD: Describe your personal style?
JJ: My personal style is most the time comfort. I kid you not I am in sweats & Brad’s clothes [husband] Clint & Stacey would die! lol. BUT, when I get to go out & play its a different story! Playful, colorful, unique & of COURSE in some sort of heel! I love shoes >.<
SD: Who are your fashion icons (past or present)? Do you think they influenced your personal style?
JJ: Raquel Reed is one of my favorite indie models & fashion icons!
Andrea with Kicklet Kreations has the most FABULOUS one of a kind jewelry, she inspires me because she is also a mom & artist, we relate on many levels.
I love watching What Not to Wear with Stacy London and Clinton Kelly, they really do know what looks good on your body type!
SD: Do you have any current fashion obsessions?
JJ: Quality & originality… & pockets, bows & buttons >.<! You are sure to find one of those design elements on any of my items! OH! n i am uber excited about my leg warmers
SD: Is there anyone in the Smashing Darling community you have a question or comment for?
JJ: Do you plan to network with buyers for the designer that dreams big?
COMMENT: I want to say that I am very grateful to have met you late last year & hope to stay in the smashing family =].
She also wanted me to let everyone know about a charity fashion show that she will be showing in.
May 30th 2008
VOP Fashion and Rock Show is a benefit runway show, featuring several bands.
Everyone involved works on a volunteer basis, donating their time and efforts all to charity.
In the past, The VOP Show has donated to the MS Society and St. Judes. This year the show will be partnering with PAWS in Chicago.
Anyone interested in helping this great cause!
Add VOP!
and get the word out =D
Introducing our second victim, uh, I mean … critique - Aelisheva
Many thanks to all of those who were kind enough to participate in last week’s critique - your comments were intelligent, constructive, and greatly appreciated. And a special thanks to those who emailed to volunteer themselves to be critiqued.
The first of those we’ll be critiquing is a store whose designs are absolutely smashing - Aelisheva.
The first thing that strikes us is Aelisheva’s great use of live models. The models are always very appealing, professional looking, and very complementary to the clothing.
As a whole, the products are very well lit, with only a few exceptions that appear a bit on the dark side. Considering that there’s a pretty wide mix of photography styles here (some shot outside, some in, some with models, some without, different types of borders and backgrounds) the items in the store still work together as a whole very well … the unique style of the products is really what holds everything together quite well in spite of all the different styles of the photos themselves.
Another thing that Aelisheva does very well is the written item descriptions. They are very thorough and often contain complete sizing information. Great job here!
As far as suggestions, there are a few areas in particular that we feel could really help this store be a total knockout and start driving sales (as well as get images on the homepage.)
1. Text info on images. No question about it, we’d love to see the date stamp, designer logo, and photographer information removed from the photos that use them (this is true for not only this store but for everyone site-wide.) This alone is unfortunately enough of a factor to keep us from being able to use an image on the homepage. If a designer is concerned about copyright or security issues, we highly recommend putting this information in the item description or in the boutique policies page. Placing this text information directly on images only serves to detract from the image itself, and in some instances can be downright distracting. Think of the huge fashion houses who spend literally millions on their photography … have you ever seen a date stamp or photo credit directly on one of their website images?
2. Multiple views. Next thing we think could be really beneficial to this store falls under the category of variety. Some of the products rely on only one or two alternate images. As always, we tell everyone the more photos the better! Different angles, closeups, detail shots … the more you show, the more comfortable a potential buyer will be with making the purchase. The photos should make them feel like they’re standing in your studio holding the piece in their hands.
3. Consistency. Another thing to consider is possibly establishing a more uniform approach to product photography across the board for this store. Obviously we would never recommend for anyone to take a cookie-cutter approach, but shooting with a similar style or feel can be a big factor in helping a store brand itself through their photos and developing its own look to help set it apart form the others.
We hope that these ideas are helpful - we are so impressed by Aelisheva’s designs, and we wish them all the best. Now, how about other ideas? What do you guys think would help take this store to new heights? Please feel free to let us know by either commenting below or emailing directly at julie[at]smashingdarling[dot]com. Can’t wait to hear from you all!
So, who’s next? Suggest someone’s store to be critiqued next week (or volunteer your own) to be critiqued by emailing me at: julie[at]smashingdarling[dot]com.
We promise to always be nice and offer ideas and suggestions that we genuinely think will help take your photography (and hopefully your sales!) to the next level.
