Smashing Darling Blog

If you understand indie film and music, why doesn’t it translate into fashion as well?

What’s different?

It’s the same concept, right?

When you hear the word “indie” what does that mean to you?

These are some of the questions we have been asking people lately and I wanted to post some of the responses and ask you to join in on the dialogue.

1. “With the emergence of grunge in the 80’s indie music became popular.Fashion doesn’t have a Pearl Jam to lead the charge. It’s up to us!”

2. “I think it means someone who distributes their work outside the “normal” distribution channels of their business.”

3. “re: indie. Unique - maybe something I wouldn’t purchase everday but something I would splurge on….”

4. “edgy; unique; alternative; hip; smart; the new mainstream; cult and very cool.”

5. “I think it is the history I have with the word association with ‘indie’. My mind goes there first. ‘Indie designer’ gets me there faster. I have only heard of ‘indie’ in fashion design for a few years. With music and film it has a longer track record for me.”

6. “Means something unique, one of a kind, not available at lots of store, unknown, cool, hip.
(also means underfunded, cash strapped, not-big-yet )”

7. “When I first here ‘indie’ I think of indie music first, then movies. Indie designer to me means funky, unusual and unique. To me it also has a very personal edge to it.”

8. “Indie 2 me means music indie artist always has, signifies ‘away from corporate’ ”

Subject: difference between indie film/music and fashion

9. “indie film or music costs, say ,10 dollars to enjoy, indie fashion costs, say, 200 dollars; who wants to spend that when they can’t rely on the seller/brand…”

10. “For the word Indie I think of Indie rock, indies rock bands, college radio - that is just my age… for fashion I don’t like it, but that’s just me :)”

This last answer we asked why not the term ‘Indie Fashion’. Here is the response:

Re: word Indie

“I would prefer something like “boutique manufacturing” “boutique” “independent” “small-scale” “artisan” “atelier” “arthouse(?)”, whatever – I mean, Attributes of about “small independent business” for an art/craft business can be great when we think about the strengths of it (individual attention to work, precious/unique/exclusive product….), but the downside is of “small independent business” can be things like unreliable business, shoddy craftsmanship, failure to deliver… so “indie” for me is maybe some kind of red flag especially in terms of quality of product, reliability, trustworthiness – it’s hard to spend money when the person/business you are depending on to deliver has no assets or even reputation to lose… but that’s just me!!! I know the whole world is saying “indie” now and it probably doesn’t mean that to them… I am definitely not a marketing expert, They know better.”