Smashing Darling Blog

Oh New York, how we love you so…instead of writing an ode to The Big Apple, we just like to introduce you to all the great people we meet as we meander through the Darling world. We had the pleasure of both sponsoring a recent Girls in Tech event as well as meeting Erik Lautier of Edun, who then generously donated gift cards to our PRCouture/Nolcha soiree - thanks Erik! Indie designers, if you are on the hunt for an ethical t-shirt supplier, read on and get to know all about the company below.

Darlings: What is EDUN/EDUN LIVE and how to did the brand come to be?
EDUN: EDUN is a socially conscious clothing company launched in Spring 2005 by Ali Hewson and Bono. EDUN’s primary goals are to create beautiful clothes using ethical conditions and to help create long-term sustainable employment in the developing world, particularly sub-Saharan Africa.

EDUN is a for-profit business – founded on the premise of Trade FOR Aid as a means of building sustainable communities. The company works on a micro-level to help build the skill sets of the people involved in making clothing.  In addition, EDUN also continues to explore partnership opportunities at a macro-level to improve working conditions and build sustainable communities where it produces.

In 2007 EDUN launched the EDUN LIVE brand. The mission of EDUN LIVE is to help foster trade and increase long-term sustainable employment in Africa through high-volume sales of blank t-shirts. From the fields where the cotton is grown, to the spinning, knitting and finally the garment making, all EDUN LIVE products are 100% Made in Africa. As EDUN LIVE matures, it aims to grow its social commitment to these areas and local factory communities. With business from its customers, EDUN LIVE will continue to work with farmers and factories to improve conditions in areas of need.

Darlings: How is EDUN supporting sustainable socioeconomic development in Africa?
EDUN: Not only do EDUN and EDUN LIVE support its factories with business, the brands also support the local communities with social issues. For example, we funded the construction of a well at a local school in a community neighboring a factory. The well was built in June 2006, and children now no longer have to rely on rainwater collected in a barrel from the roof of their school. Additionally, via the ALAFA program, we educate the local factory workers on HIV/AIDS, as currently over 30% of the population is infected with the disease and have raised over $600k for the cause. The brands are also helping to raise funds to help train cotton farmers to transition from conventional (with pesticides) to organic farming via the Conservation Cotton Initiative in association with the Wildlife Conservation Society.

Darlings: What organizations are using EDUN LIVE T-shirts, and do you have any current projects running with partnering organizations?
EDUN: A broad spectrum of organizations — corporations, non-profits, schools, retailers, bands, etc. — have purchased our tees because of their high quality and the brand’s strong mission.
For example, the Signature Series t-shirt is sold in Hard Rock Cafe globally. These tees feature a design by Bono, and 15% of the gross proceeds of every tee sold go back to our Conservation Cotton Initiative fund. This fund (set up with the Wildlife Conservation Society) helps farmers learn organic cotton farming in Africa while preserving the natural landscape.  We also have an upcoming project with www.yoox.com. Supermodel Angela Lindvall has done an exclusive design on EDUN LIVE tees which will be sold on YOOX beginning June 30th, with all proceeds going back to Green Cross International.

Darlings: What is AFRICASH, and can any blogger get involved?
EDUN: AFRICASH is EDUN LIVE’s referral program; you can earn points towards free t-shirts for doing something as simple as sending a friend of yours our way.  There has always been a very strong and loyal community online supporting EDUN LIVE, and we wanted to recognize it and reward it.  Not only can any blogger get involved, you can even get involved by mentioning us in an email to a friend, posting about us on your Facebook status, or even Tweeting about us (@edunlive is our account!).  For more information, simply go to www.edun-live.com.

Darlings: Does EDUN hope to be a major supplier of sustainable piece goods for the fashion industry, or will all the sustainable fabric EDUN produces be kept in house?
EDUN: EDUN does not have plans to become a supplier to the industry.  We will continue to produce ethical fashion to the consumer via our retailer partners. It is our intention to have our own retail stores in the near future as well as extend the brand into other categories such as accessories, shoes and bags.  EDUN LIVE will continue to grow both its consumer and trade business by providing basic garments (such as tees and hoodies) made 100% in Africa.

Darlings: How did MNfashion as an organization get started?
Anna: MNfashion was founded as an organization in November 2006 when we realized the level of impact our annual event Voltage: Fashion Amplified could have on the independent fashion community here. We had just taken a year off of the show after a successful, yet thoroughly exhausting, second year in 2005…as the committee that produces Voltage all had day jobs. When we returned to the project in the Fall of 2006 to produce the spring 2007 show, we were refreshed and had greater clarity of vision. A few retailers carrying local designers had sprung up in 2005, which had allowed us to produce the first seeds of MNfashion Week: Voltage Fashion Weekend. Leading up to Fall 2007, things were evolving in the scene and it became apparent that we needed a form of connection and support. We started the design incubator element of Voltage that Fall, where designers were selected by a panel of Minneapolis-based industry experts and met with them monthly leading up to the show in April in order to hone their visions and collections. MNfashion is still a relatively young organization. We are currently finalizing our strategic plan and bylaws. We have been working with a fiscal sponsor to be able to operate under their non-profit umbrella and are able to receive tax deductible donations while taking the time to develop our organization with the right timing.

Darlings: How does MNfashion support independent designers in Minneapolis?
Anna: Voltage: Fashion Amplified provides designers access to professional resources, while setting the bar for representation for designers in the local scene. Knowing that we could not address the needs of all designers with Voltage, we developed MNfashion Week (previously known as MNfashion Weekend) to engage the full independent community for a week of trunk shows, networking parties, fashion shows, workshops and boutique events. We have also been creating a holiday pop-up boutique. In 2008 we set up shop in downtown Minneapolis for two months, giving greater visibility to designers and introducing a new demographic to what the local designers have to offer. Our next phase is developing a Sewing Cooperative to address the need for access to industrial equipment, manufacturing resources, and sourcing opportunities. This is coming together slowly but surely!

Darlings: What came first MNFW or Voltage: Amplified, did one help to launch the other?
Anna: Voltage: Fashion Amplified is what started it all. But I do believe that the development of MNFW has provided the growth and development that we have needed. Voltage is now a major event of Spring MNfashion Week. There are now other repeat events during MNFW, which increases the consistency and quality of what we do as a whole.

Darlings: We love the merging of local indie music and local indie fashion! How did this part of the show come to be?
Anna: I have always been a fan of live music. It is one of my big inspirations. While merging the two is certainly not unique to Voltage, there is an energy behind it that is. The concept for Voltage came from a conversation I had with Johnny Solomon of Communist Daughter (Friends Like These at the time). I was involved with a fashion show spring 2003 and he thought it would be a good idea to have rock-n-roll at a fashion show, rather than a DJ. I pretty much agreed. Where we have had success with the music, aside from the kick-ass bands themselves, is our committee- the bands are booked by an agent and the annual CD is produced by a music critic, both with strong ties to the local indie scene. Of course, hosting the show in the First Avenue Mainroom doesn’t hurt either. One of the best things that comes out of this merge is the blending of the scenes- there is more cross-over than ever before.

Darlings: How important do you think it is for a designer to have a strong online presence?
Anna: Very important. It is nearly impossible for us to promote a designer that does not have an online presence, because we do so much of our promotion online and people expect that information to be available. One of the biggest critiques I get on emerging designers is a weak online presence, such as no contact info, poor quality photos, or only having a Myspace/Facebook page.

Darlings: What qualities of the Twin Cities community help to create such a supportive environment for indie designers?
Anna: The Twin Cities are very supportive of the arts/creative community in general. We have a high level of corporate and individual support for the arts. People here want creatives and independent businesses to survive, because it makes our community vital. All of the scenes/industries really feed into each other- our fashion community would not be growing as it is if we did not have stylists, journalists, music, djs, models, photographers, event producers, businesses, etc. Something that I learned early on is that we have a lot of entrepreneurs here, a real DIY-based culture. So what we are doing with MNfashion is to create a framework for connection to help sustain a creative and vital community.

Darlings: Are you getting ready for any upcoming events?
Anna: Yes! We have a Designer Garage Sale to raise money for MNFashion on June 26th and 27th, and Fall MNfashion Week is September 21st-27th.

Smashing Darling is a website whose sole focus is the independent fashionista, whether it be consumer or designer, viewers can come to shop or “be” one of the “unbranded” design houses.  Giannina Granata Silverman took a moment with Trish Ginter to find out why SmashingDarling.com is well… a smashing success!

Giannina Granata Silverman: Why is Smashing Darling important to the fashion world as a whole?

Trish Ginter: We think it is important to showcase this niche segment of the fashion industry. We wanted to give indies the chance to have a web presence if they couldn’t afford a website or couldn’t keep up with the web’s maintenance. We also think being together collectively under one roof, so to speak, shows that the indie fashion market not only exists but is a growing industry getting stronger everyday. We think this will impact the fashion industry because the trend for indie fashion is becoming more and more evident as consumers want to know where and from whom their products are coming.
GGS: My particular area of interest is in brand image. What kind of brand image tips would you recommend to young designers selling on Smashing Darling to attract customers and develop a following through your site? Does having a unique name help to draw people in?  Does it also help to have a website so people can learn more about the designer?

TG: We think it is each designer’s personal story that builds the strongest following. When a designer articulates who they are, where their inspiration comes from, and what the collection or the pieces are about, it gives the customer insight into their world. It makes every item purchased more personal. On Smashing Darling designers can tell that story in the bio section of their boutique. We also recommend clean, crystal clear, large images as another must for indies. Even if they don’t have the budget for a photographer, we try to give tips to help them improve the images of their product.

A lot of the designers on Smashing Darling do have their own websites. This is great because the image of the brand is definitely stronger on a personal site. We have had many designers tell us their SEO for their personal sites has gone up since joining our platform. Many use Smashing Darling as their shopping cart so they don’t have to go through the trouble of having one built in their site. Read the rest of the interview here.

Related Links:
Are You Ready? The Bottom Line of Launching a Successful Fashion Label.

Norma Kamali

Macy’s: Fashion Incubator

UBS Finding the Right Investors

INVEN.TORY is a curated boutique with outlet prices. We can get today’s emerging designers and deliver their merchandise at remarkable bargains. We provide a crucial service to up and coming designers to sell their overstock in a boutique setting, preserving the image of their brand and protecting them both from the dilution of the mega outlet store. The designers change weekly and are always on trend. We give you the chance to get this seasons’ favorites at only dollars above cost.

Darlings: INVEN.TORY is such an interesting niche market, what inspired you to get into the emerging designer overstock business?
Whitney: The idea actually came from hosting overstock/sample sales. We did this for about five months before we realized we had enough designers to open a boutique.  New lines often times have overstock due to factory minimums, so this concept is benefiting the designers as much as it is our customers who receive outlet prices on just about everything we sell.

Darlings: When did you open the retail location?
Whitney: We opened our first store on Kenmare in October, 2008. A few months later we came across this larger space and we opened 237 Lafayette street in mid-March.

Darlings: How do you decide what designers you will carry? Is there a specific criteria?
Whitney: We call up the designers we know. We have personal relationships in the fashion industry, and now that INVEN.TORY is open designers are reaching out to us. We don’t have any specific criteria. We’re interested in a range of designers and styles and we love having such an eclectic mix.

Darlings: We read somewhere the designers change weekly, are you constantly looking for new designers?
Whitney: Always. We love to find great deals and interesting designers.

Darlings: If so, can designers contact you directly?
Whitney: Definitely—We love to see new brands all the time. Shoot us an email at info@inventorynyc.com and introduce yourself.

Darlings: Do you also hold events or special trunk shows at the INVEN.TORY boutique?
Whitney: All the time, we launched INVEN.TORY with the Cheap Monday Denim Tour. Since then we have had events with Rebecca Turbow and Betty & Archie Vintage. We are also working on some collaborations with very exciting brands that should be available at INVEN.TORY within the next few months.

Darlings: How are you getting the word out?
Whitney: Our customers are our best advertisement. When our shoppers wear items they bought at INVEN.TORY, their friends ask them where they got it, and then they come in and purchase something cute, and so on. We’re also really big into the internet, we’re blogging and Facebooking and Twittering. Check us out.

INVEN.TORY NYC Blog

Facebook: http://www.facebook.com/pages/INVENTORY/65965777153

Twitter: www.twitter.com/inventorynyc

Jacob Vaughn is an artist/designer living in San Francisco who runs a small, independently owned screen-printing and leather-working business. His business, Project TransAction, strives to work with the most socially responsible companies available, with the intention of creating affordable, thought provoking goods that people can feel confident investing in. The politics of small, local, and independent business are intrinsic to TransAction’s mission. His shop uses earth-friendly, bio-degradable cleaners and 90% of the leather used is recycled or from scrap.

Darlings: When and how did you first start your business?
Jacob: Project TransAction (PT ) was born in August 2006 as an art/life project dealing with independent business and bartering. To me it’s more than a business, it’s ongoing artwork and study of how indie businesses work in the current time and economy. My artistic nature doesn’t lend itself to working for other people, and I felt like I was giving up too much of myself at other jobs. To make my life more fulfilling, I started Project TransAction.

Darlings: How did you learn your craft, specifically leather-working?
Jacob: The leather-working aspect of PT came about when I was flipping baseball gloves on e-bay to supplement my income. I started deconstructing them to make dog collars, and became very interested in the challenge of properly manufacturing leather goods. I find this type of work very relaxing (and the hammering is a major stress reliever!) and decided to combine it with screen-printing to create exciting, unique items that only get better with time.

Darlings: What influences your work?
Jacob: Film, public transportation, pop culture, other artists, vintage advertisements, science, documentaries, things I read, love.

Darlings: What is the hardest part about being in business for yourself?
Jacob: Not having a consistent paycheck. If I don’t work, I don’t eat. Also, the lack of human contact can get to me at times. It’s a very solitary and demanding job, but I wouldn’t change it for anything!

Darlings: What is your favorite music to be playing while you are in production?
Jacob: Aesop Rock, Mos Def, RJD2, Tracy + the Plastics…anything with a good beat. I tend to shake it a lot when I’m by myself in the shop.

Darlings: Do you have any events that you are getting ready for in the near future?
Jacob: Indeed! Project TransAction will be vending at the next Mission Indie Mart (@ the Independent in SF 4/26/09), Brooklyn Indie Market (@ Carroll Gardens, NYC 4/26/09), IndieSacramento (@ Fremont Park 5/2/09) San Mateo Makers Faire (San Mateo Fairgrounds in conjunction with Bazaar Bizarre 5/30 + 5/31), as well as a handful of other upcoming events. Support local artists and businesses!

Angie Randolph, designer/creator of BrooklynSoul creates one of a kind and limited edition handcrafted jewelry to complement your unique style and spirit. What more can we say? She says it best:

I don’t believe in mass produced jewelry as I feel it’s boring & I think YOU should be the only person in the room wearing YOUR favorite piece of jewelry. That’s why my jewelry is one of a kind or of very limited edition. So, when shopping here, you can rest and party assured knowing that when you wear your latest adornment, your best friend isn’t going to be wearing it, too! Each piece of jewelry is designed and created by myself. Every piece is crafted with love, passion for color & shape and the utmost attention to the quality of craftswomanship that you will not find anywhere else, regardless of price.

Darlings: How did you get into jewelry design?
Angie: I’ve always done little projects here and there since I was little. I think my mother still has this cookie tin filled with seed beads that I used to make stuff out of! I started becoming more serious about jewelry making in college. A friend of mine made jewelry, and she refused to make me any more pieces since she knew I could create them myself. She encouraged me to start up again, and the rest is history!

Darlings: When did you start your own line of jewelry?
Angie: At first I would just make jewelry for myself. Everyone kept asking if I had a website and telling me I should sell my pieces. In 2006 I started off slowly with friends and family and eventually progressed to selling online as well.

Darlings: What inspires your designs?
Angie: I’m always inspired by my natural environment. I love simple organic shapes and bright, bold colors.

Darlings: Given the choice of any jewelry designer in the world to work with, who would choose?
Angie: If I could work for any designer it would be Elsa Peretti. Her jewelry is always simple and understated, yet timeless.

Darlings: How do you market yourself?
Angie: I rely on the internet a lot for marketing. I advertise myself  on Myspace, Facebook, and Twitter as well as other craft-specific social networking sites. I have a mailing list through my website to keep people updated on new items and upcoming events. Another awesome way I market myself is simply by wearing my jewelry, or giving friends my jewelry to wear. It’s pretty cool when people come up to me and ask me where I got my earrings from!

Darlings: What is the one item in your wardrobe you can’t live without?
Angie: I love the layered look, so my closet is full of tanks and camis in almost every color.

Darlings: Tell us about something you LOVE that you want others to know about.
Angie: This seems a little obvious, because I make jewelry, but I LOVE earrings! I have over 100 pairs of earrings. And it’s not just because I make them, I seriously have an earring fetish! I started asking my family to bring me back earrings when they travel, so I ‘m slowly building an international collection.

In 2001, Robin Lee Simmons, designer and owner of  rlee Collection, created her first handbag line called boo Studio, titled after the nickname of her driving force - her son, Park. Her handbags have been featured in several major fashion magazines and coveted by some of your favorite celebrities. Through many years working as a Makeup Artist and Photographer in Los Angeles & Charleston, SC she has developed a great respect for fashion and an understanding of what women love…to be adored and to be adorned.

Darlings: Where did your love of handbags begin? When did you start your own line?
Robin: I have collected and treasured vintage handbags for many years, but it wasn’t until my son was born that I began creating my own.  I purchased designer diaper bag which proved to be inconvenient and after growing up with a mother who made everything, I knew I could create my own. Once I made the diaper bag I decided that the perfect addition would be handbags that would fit right inside the bag eliminating one more thing to juggle.  Friends all loved my bags and one referred me to a local boutique owner; with that 45 handbag order my first official collection was born!

Darlings: What is the hardest part about being in business for yourself?
Robin: At present it is easy to say the economic situation, but I would say that basically being Wonder Woman is the hardest part!  I am a creative quality control freak and that combined with being a single mother makes my world nonstop!  I love what I do…it is who I am and wouldn’t trade my son or designing for anything!

Darlings: Do you find your community is supportive of emerging designers?
Robin: Absolutely!  Charleston, SC is amazing in the support of local talent.  I owned my own local boutique featuring local jewelry and clothing designers, as well as my bags, and the community support was tremendous.  Charleston has many “buy local” events that are fabulous for encouraging residents to shop at independent boutiques and with local designers.

Darlings: How do you market yourself and your label?
Robin: Over the years I have had fabulous PR reps which have led to major magazine and celebrity placements.  Presently I am crazy over the internet and social networks.  I advertise in online magazines and promote new collections, shows, etc through all key networking sites.

Darlings: Do you have any events you are getting ready for in the near future?
Robin: I am launching my Spring 2009 collection at Charleston Fashion Week in Charleston, SC on March 28th.  This is my first year being involved with Charleston Fashion Week in which I will be showcasing my Spring Collection at style lounges and runway shows.  During CFW they select 9 local emerging fashion designers offering them the chance to express their collections in shows throughout the week.  CFW is compared to all of the major fashion week events and I am thrilled to be a part!

Darlings: Tell us about something you LOVE that you want others to know about.
Robin: I LOVE history and all things vintage.  My handbags each contain elements derived from many of the vintage bags I have collected over the years.  Many times I recycle old clothing or fabrics and create one of a kind or limited edition bags.  With my spring collection I am incorporating recycled materials such as fabric made from plastic bottles and fabrics from nature such as 100% hemp.  There is a thrill in watching the transformation of old treasures and creating new re-vamped stylish.elegant.sassy.handbags!

We have nothing but great things to say about the state of affairs for independent designers in Chicago, the home base for Kate Boggiano, a women’s clothing line that specializes in women’s blouses and tops created by Kate Coxworth. All the manufacturing for this line is right here in the U.S. Through her use of the best materials, the highest quality construction and fitting techniques, she is able to provide customers with a lasting garment - timeless in quality, style, and fit. In the very words of one smashing customer: I am getting compliments every time I wear this shirt! It has beautiful details and the fabric is gorgeous.

Darlings: How did you first get involved in fashion, and at what age?
Kate: That is a tricky question for me as I always remember being involved in fashion!  From choosing crazy outfits as a kid to taking sewing lessons from my grandmother at a young age, I have always been really interested in fashion.  I guess the first real experience I had (mostly from my parents perspective that is) was in 8th grade.  I went to a Catholic school and it was around graduation time and we had all these ceremonies that we needed to attend and have dresses for.  It was always a HUGE deal when you were able to wear your own clothes to event since the lovely plaid uniform was the usual norm.  My mom refused to buy me 3 new dresses for 3 different events and capped the buying frenzy at 2.  Well, I really wanted that 3rd dress so when she went out for the afternoon the day before the event, I drafted a pattern, cut, sewed, and fit my 3rd dress.  I’ll never forget it!  It was for an awards ceremony and I had to stand in front of the whole school.  To this day I can’t believe the dress didn’t fall apart that day, it was constructed so poorly.  I remember that I had to keep pulling on this one thread all day because the side seams were starting to come undone.  It was fine, as long as I kept this string really tight!  Crazy!

Darlings: What made you decide to make the move to leave your position at Ralph Lauren and leave NYC?
Kate: I come from a long line of entrepreneurs and have always known that I wanted to own my own company. I’m from Chicago and my family is still in Chicago.  In 2006, Mayor Daley of Chicago announced that he was going to really promote fashion in Chicago and put it on the map as a place not to be missed, and to be synonymous with fashion.  That summer he appointed Melissa Gamble (then Turner) to head up the newly appointed Fashion office funded by the city.  It seemed like a great opportunity to move back to a smaller city where there was a lot of support both financially and culturally for the development of a fashion industry.  I just knew it was the perfect time.

Darlings: Tell us about the Chicago Fashion Incubator and your experience with it.
Kate: I’ll forever be grateful to the Chicago Fashion Incubator.  I was fortunate to be in the inaugural class and received a ton of press, contacts, and hype because of it.  The Chicago Fashion Incubator is a non-profit organization aimed at helping 6 local emerging designers establish their business.  The program includes space in downtown Chicago for VERY minimal rent, press, access to the top industry experts, and a mentoring program designed to help creative minded people develop their business and business plans so that they may have a successful career and clothing line.

Darlings: What made you start the Create Your Own (CYO) line? How has CYO affected the production of your line?
Kate: Living in NYC and watching some of my closest friends go out on their own and be out of business in a few seasons, it became very clear to me that cash flow is an issue in this business and niches are the way to go if you can find them!  When I began thinking about the possibility of starting a company, I knew that finding something that few people were doing would be crucial.  I focused a lot of denim, bottoms, and roughwear at Polo.  I was kind of tired of those product categories and had a feeling that the denim boom was soon to be over saturated and wanted to stay away from that.  Woven shirts seemed like a great area to me because the LA revolution was starting and knits had been so much in the foreground that I foresaw a lack of great fitting woven shirts in the marketplace.  It then occurred to me that difficulty with fit was precisely the reason that knits are now king.  To combat that, I wanted to come up with a program that allowed the customer to decide exactly how they wanted their shirt to look and we would in turn provide them with a fully custom shirt complete with custom measurements and thus overtaking the fit issue.

Darlings: How do you see your company in the future?
Kate: After about a year now with CYO, it has become clear that women don’t necessarily want to choose all the details, but they do want to see a great looking shirt and have it made to fit them.  This Spring, we introduced Tailor It!.  Tailor it allows our customers to order a shirt that we provide in normal sizing but with their measurements instead.  In other words, they can receive our great off the rack pieces in their size without the hassle of designing their own shirt that they have never seen and are unsure if they will like once they receive it.  I am hoping that this will be a big deal and if last Christmas was any indication, it should go pretty well.  In December alone, we customized 50 Isadora’s (pictured above) from our customers alone.  That doesn’t include the orders from our stores.  I’m hoping that by making Tailor It! official now, this trend will continue.

Darlings: Do you have any events you are getting ready for in the near future?
Kate: We have some events coming up.  Shop CHICago through Gen Art is next weekend.  I also moved the business into a new location so we are planning on having a great opening party some time in May or June.

Darlings: Tell us about something you LOVE that you want others to know about.
Kate: I LOVE manufacturing in the USA.  I love going to my factory in the mornings 3 days a week and knowing that my hardwork is benefiting the women who sew our shirts day in and day out.  I love helping to create a successful and thriving community and I am so proud that we have found some of the best customers who share this excitement about USA manufacturing and are committed to buying American.  Our products may cost a little more up front, but I can tell you, our shirts will outlast any other made outside of this country.  I am such a patriot and I love that I am able to follow my dreams and make this country a more industrious nation simply by doing what I love.

Where do you fit in if not in the tents during fashion week in NYC? Fashion happens all over the city from lofts off the park to galleries downtown and warehouses in Brooklyn. Emerging designers need support, and we are here to tell you it exists. The Darlings happily walked into an elevator cushioned with red leather up to the loft of the Bryant Park Hotel for a little Krel TO-GO during NY Fashion Week. The event: EXPOSE NY. Our host, Matt Meyerson. Learn the knitty gritty about his event below, and check out his blog for an inside look:  http://plopculture.blogspot.com

Darlings: How and why did you decide to start Expose, and what is your main goal?
Matt: I used to work at one of the largest entertainment PR firms in the world, where I started and ran their product placement division. I created a specialty in fashion where I placed product in a ton of TV shows, films, music videos, on celebs, in magazines, on websites, etc. After almost 4 years I decided it was time to move on to work on my own ventures but didn’t want to throw away years of great relationships that I built. People have always tried to get access to my fashion database and Expose was a natural extension of what I had been doing at my last job and a way for people to pay to have access to my friends in the business.

Expose is the first trade event gear specifically toward the media. Select buyers are welcome but the showcase is targeted toward the marketing side of the fashion business. My goal with Expose is to enable brands that wouldn’t normally have a presence at Fashion Week due to lack of funds a chance to get face time during the busiest time of the season. I work hard to bring in only top tier collections and designers in hopes that there are amazing new “finds and discoveries” at my show. Last show we had breakout collections from the likes of Jerome C. Rousseau (who was chosen to be part of Gen Art’s Fresh Faces in Fashion right after Expose), House of Bastion and Yeojin Bae. The Fall ’09 showcase saw amazing work from soon-to-be-known designers Marc Marmel Luggage, ic! berlin, Serpico and gr. dano.

In the end, I really want Expose to be an add on to every major Fashion Week around the world. I want to give emerging, and deserving, designers in all categories a chance to capture the attention from the media. Brands have to realize just how important marketing and PR are to making and maintaining a successful collection. You could have great product and a top notch sales team but if you aren’t getting press and being seen on top celebs, it will be difficult to translate amazing pieces into consistent sales.

Darlings: What advice would you give to an indie/emerging designer trying to land their first bits of print press?
Matt: I am going to piss off a lot of people in the fashion PR business but contrary to popular belief doing PR/product placement is not brain surgery. Before I worked at my last job, I was not in that line of business, and over 4 years I built a reputation for being one of the best in the business. PR is all about who you know and about creating long term relationships. The internet has made information readily available, from who is on the masthead to every magazine to who reps the top celebs. Use the internet as a resource to find outlets and celebs that match your brand image. Don’t miss-pitch people. If you have an avant garde and edgy style, Oprah Magazine is probably not worth pitching. Find what is right for you and be bold and go after it. The internet is also a great place to instantaneously get word out about your brand. Hit up the thousands of blogs, online magazines and fashion websites for coverage. Have lookbooks READY.

Here is one more little hint…celebs love getting free stuff. Study celebs you like and what they wear. Getting the right person to wear your stuff can literally break your brand. I have done it tons of times for small emerging brands.

Darlings: How important do you think it is for a designer to have a strong online presence?
Matt: VERY. I am a huge proponent of the Web as a tool to promote. The internet is worldwide and it gives your fans and future fans a chance to get information on your designs instantaneously. It is the new paradigm and I would suggest spending a lot of time stoking the internet fire and getting word out about your brand.

Have a great website as well. This is your virtual brand image and if you invest in a great, albeit simple if need be, site that can really provide a nice showcase for potential customers.

Darlings: For your event, when it comes to acceptance criteria for a designer, how do blog posts measure up against traditional print media? Do you see this changing as print media starts to fade, and online magazines grow stronger?
Matt: Blog posts are huge. For Expose, we look at 3 things for a brand to be accepted. We look at the designs themselves, where the product sells and what press they have gotten. For me personally, if JCReport, Omiru, Style.com or WhoWhatWear has covered you I am more interested than if a major print pub has covered you. The internet mavens search for new and hot while print stays safe and often goes with those spending money on ads within their books. Don’t get me wrong, I LOVE print…but it is a dying animal. I have been prognosticating this for years on my blog.

Darlings: Would Expose accept a designer who sells only online?
Matt: This would have to depend on the designer, but most likely not. I still believe in the old paradigm of walking into a store and trying on a garment to see if it fits properly. Too many people by clothing based on labels and I just can’t adhere to that practice. I see so many people wearing items they just shouldn’t but are because it is “designer.” I believe in a mix of online and in store. This keeps the retailers honest and prices competitive but gives the consumer an opportunity to actually see, feel and try on the item.

Darlings: If designers showing at Expose must already have press coverage to be accepted, how does being a part of Expose benefit them? Can you share some success stories with us?
Matt: Often press happens serendipitously. Someone stumbles on your designs or your sister’s cousin went to school with the editor at magazine X. However, consistent press coverage is 100% reliant on building long term relationships with decision makers. Expose enables designers to literally meet these people face to face and bond with them in a way they wouldn’t get to by cold calling or email pitching.

Success stories? I would say hits with GenArt’s Fresh Faces in Fashion, Italian Vogue, Interview, Paper, JCReport, Zink!, Life and Style, MSNBC, etc. are pretty good bi-products of my show. To be honest, if Expose alumni don’t follow up with me to let me know of their successes it is hard for me to track if they are taking the tools they get from doing my showcase and applying them. That is the beauty of Expose for me. I am no longer responsible for the chase…I just bring people together and leave it up to them to make gold from thread.

http://www.expose-ny.com for more info

http://plopculture.blogspot.com for an inside look

Darling Chevonne Woodard has got it going on. She definitely has a full plate, as all of us indies do. She has not one, but two Darling boutiques: Che Woo Design, and Che+Zie Studio. Che Woo Design, introduced in August 2006, is edgy, eastern, funky and global, designed for today’s fashion leader. Inspired by her love of music, life and graphic illustrations, Che Woo sees her designs worn by A-List Celebrities such as Eve, Lindsay Lohan, Avril Lavigne, Justin Timberlake, Robin Thicke, Chris Brown and Eva Mendes just to name a few. Chevonne and friends work from their design studio/store in Chicago one block from Harpo Studios, yeah that’s right, Oprah. We are hoping she can get us on the show! Read more about Chevonne below, and if you are in Chicago be sure to check out the great events she has coming down the line.

Darlings: How did you get into fashion?
Chevonne: I have always loved fashion and had come up with a plan to start a clothing line with some family members. That plan fell through and I moved to LA. While living there I meet Fashion Editor Veronica Sims, she made a statement that I would have to say pushed me to move forward with developing Che Woo Design: “Life is too short, so you should always do what is in your heart to do.”

Darlings: Where do you turn for inspiration for your designs?
Chevonne: I am a visual artist by trade so I look to all creative area as inspiration including things I’ve seen in my travel, music, photography, footwear, even furniture gives me ideas for designs, color combinations and textures. In everything I find some form of inspiration for new products.

Darlings: How do you market yourself and your label?
Chevonne: I use several forms of marketing for Che Woo Design. Since we don’t have a PR company helping us, I normally reach out to stylist and photographers for product placement opportunities, sending out pieces for wardrobe. Online Marketing: sending e-mails to our client list, as well as paying e-mail services to blast out info about our line. Event Marketing: we produce several events throughout the year, Out Da Trunk Show and starting April we will start a bi-weekly event called the WE Market, our events are open to indie designers to vend and promote their brands. We take part in street fairs and summer markets throughout the year. Blogging: I blog at http://outdatrunkshow.blogspot.com on new items, recaps on events and on any new Press on the line. Print Advertising: We run ads in local publications, we distribute promo fliers and plan to expand to outdoor ads this summer. Radio Ads: On-air ads are planned for Winter of 2009.

Darlings: What does your average day entail?
Chevonne: Well my day normally consist of making a list of things to do. That list includes website updates, designing new products and reviewing current products for revisions/new color ways for top sellers. Reviewing my company plan to see if we are on point and making revisions to keep us on track and setting a budget for our next big event. My day also includes doing work at Che+Zie Studio located in Chicago West Loop area, the home of Che Woo Design. I also look into organizations, events and media that we would like to work with.

Darlings: What are the pros and cons of designing from your home?
Chevonne: I was working for home, but really needed to expand out of my home, it just became too overwhelming. Now we have a great storefront space named Che+Zie Studio, which is open “by appointment only,” special events and some weekends are open to the public. We have pieces by local artists and designers on consignment. White floor and walls filled with colorful jewelry by Dragon’s Fire Creations, clothing and Zandustry knitted accessories. I love it!!!

Darlings: Do you find your community to be supportive of emerging designers?
Chevonne: There is a ton of things going on in Chicago for new design talent, but I am a believer in creating your own market! So, I have begun to build a wonderful community of supportive emerging indie designers through my events and extending wonderful product placement opportunities to my growing list of fashion industry professionals.

Darlings: Describe your personal style?
Chevonne: My style is simple and causal, I like to say I am the “Denim Queen!” If I am not wearing jeans than I have on a denim blazer or jacket! I love wearing flip-flop or comfy boots, leggings and tunics. I am really not one for long-sleeves and thick sweaters. To dress up I like to wear sundresses and blouses with ruffles or puff-sleeves.

Darlings: How do you see your company in the future?
Chevonne: The future of Che Woo Design is bright!!! I see us producing more one-of-a-kind pieces and releasing 6 new designs each year, adding more accessories to our product line that includes earrings, headbands, bracelets and graphic paper goods, as well as expanding into the world of children’s wear. Our events I plan to grow to 40 vendors as wells taking to additional cities in the next year or so.

Darlings: What are some of your interests and hobbies outside of fashion design?
Chevonne: I don’t consider myself a fashion designer, but an artist that uses different media to express myself creatively. When I am not checking what other designers are doing and watching the trends. I like to read books on history and philosophy. I also love to travel; I am looking into putting together a Midwest road-trip soon. The road is my oasis!!

Darlings: Do you have any events you are getting ready for in the near future?
Chevonne: We take part in a local monthly handmade market, but we have several events Che Woo Design will be hosting in the next few months: an Art Opening/ODTS Anniversary Party in March, our new WE (WeekEnd) Market event concept in April, as well as the next Out Da Trunk Show planned for June. If anyone is interested in taking part they can find information at www.outdatrunkshow.com or www.cheziestudio.com. For questions, contact us at info@chewoodesign.com.

Darlings: Tell us about something you LOVE that you want others to know about.
Chevonne: Wow! Something that I LOVE that I want people to know about, well I would have to say all the projects that I am working and above all Che Woo Design!!! I was working with a non-profit where I taught Fundamentals of Design to Inner-City Youth. I also love to write poetry and introduce people to new ideas!

Darlings: Is there anyone in the Smashing Darling community you have a question or comment for?
Chevonne: This question is for everyone at Smashing Darling. We are always looking for new events and we are willing to travel for a good show, so I would love to know if anyone has a local event that they take part in, that is super fun and totally worth it? I would also like to ask what they look for in an event that they take part in?