I am a huge fan of the democratization, retail-wise at least, of fashion and design. I especially love how larger retailers such as Kohl’s and Kmart have been partnering with acclaimed niche designers to bring better designs to the masses. Not only does this add a bit of glamour to Kohl’s, Kmart, et al., it also provides an opportunity for niche designers to share their ideas with a much wider audience. My favorite such collaborations have been the Lanvin for H&M line (I especially loved the commercial in all its Gallic quirky-chicness), Thomas O’Brien’s first season with Target, and Stella McCartney’s collection for GapKids (pictured above). I almost bought Ms. McCartney’s whole collection of girls’ clothing even though I don’t have a daughter! As my good friend Dave once asked, “Why do cheap things have to be ugly and/or unfashionable?” Why indeed?
Though I believe that everyone benefits from the diffusion of better design, I think that there’s a difference between a seemingly even exchange of capital (such as the partnerships mentioned above), and outright plagiarism by one party or another. In the case of fashion retail, it is often the larger retailers that plagiarize high-end designs and sell them as their own. For example, I walked into Target a while back and saw an almost perfect knock-off of one of the most popular bags of the last few years, Proenza Schouler’s PS1 bag. Obviously the quality of the material and craftsmanship weren’t there, but the dimensions, handles, and belts were all virtually the same. Apparently Proenza Schouler wasn’t too happy about it, and I can understand why. They designed their bag with an immeasurable amount of time, effort, passion, and money—a.k.a. expertise—and Target was selling it for a measly $34.99 (and in pleather!). Here’s a pic from New York Magazine’s article on the whole kerfuffle:
I started to wonder, however, whether or not it was actually a bad thing for Proenza Schouler’s business that Target, or anyone for that matter, was replicating their bag. For Target, it’s clearly a no-brainer. The retail giant is quickly catching up to fast fashion stalwarts Forever 21 and H&M, in my opinion. If it keeps bringing in more high-end designers, either via their GO International Line of fashion designers’ greatest hits at Target prices (which, ironically, Proenza Schouler has participated in) or other such partnerships, it will further strengthen their already very attractive brand identity of being everyone and their mother’s happy-place of things we actually need (and then some). Thus from Target’s perspective, the more fashion-forward pieces the better. If it can get people to recognize and expect that from their store, who cares if it may be stealing?*
For Proenza Schouler, however, I think it’s a bit more complicated. I remember reading one fashion insider put it this way: “You know you’ve made it [in the luxury retail world] if they’re hawking your wares on Canal Street.”** I think it’s true. The replica makers wouldn’t knock just any bag off, it would have to be a very popular one that they knew they could make money off of. So if your design has caught enough attention as to warrant a spin-off business of sorts, you really have gained a lot of aesthetic influence in the global fashion world. You could see all those knock-offs as exposure that cost your company nothing to physically create, which could lead to a higher profile and increased brand recognition, which could lead to more investors and more money, leading to more business and more profits, ultimately leading to more creative opportunities and aesthetic freedoms.***
In any event, the PS1 has by all accounts been a huge hit (check out the sheer number of colors, sizes, leathers it is now produced in!). The two designers behind the label seem to be very successfully evolving from industry darlings (they were discovered by Barneys at age 21 at their fashion school graduation) into permanent New York fashion establishment.**** What I personally enjoy most about Proenza Schouler is their use of colors and textures on clothing that looks designed for a downtown girl that I imagine to usually be in all black. And there’s almost an athletic-chic quality to their designs; for instance I can totally imagine working out in their iconic satin bustier dress (below), or going swimming in one of the dresses from their most recent collection (under the bustier). Though I would never do that of course! Athletica just seems to be one of the narratives running thru a lot of their collections.
Anyway, the PS1 is now available for your retail pleasure at Target. Curious to know which bag is up next for Target’s Mossimo brand.
*Though the novelty of cheap chic is starting to wear off. Target even did a “Greatest Hits” of the GO International Line last year sometime.
**Canal Street in Manhattan is replica heaven. I’ve never been there but I’d like to someday.
***Which seems to be problematic for creative types. More on this later.
****Proenza Schouler is also the inaugural winner of the CFDA/Vogue Fashion Fund, a prize of $300,000 and a year of business mentoring from a coterie of established fashion professionals. Check out the documentary Seamless. From what I understand the CFDA/Vogue Fashion Fund has become a big enough deal so as to draw non-American designers to bring their fledgling businesses to New York rather than the other fashion capitals of the world like Milan or Paris (your business must be U.S.-based to be eligible for the prize). French-born fashion sensation (and current CFDA nominee) Joseph Altuzarra is the best example of this. The dismal science and American entrepreneurialism strike again! Here’s a look from his very first collection:









