Tight fit
From: Marketing
Feb 8, 16:26 by Giles Fitzgerald
Opening up the musical wardrobe
What?
With fashion toeing the endorsement line, is it time for a new frock ‘n’ roll?:
- Fashion retailer Gap is launching the Sound Of Color campaign which will feature original compositions by acts such as The Raveonettes, Dntel, Swizz Beatz, The Blakes and Marie Digby. Each artist has created a track based on a colour hue.
- Topman is sponsoring the Best Dressed category at the NME Music Awards 2008.
- Former Moloko singer Róisín Murphy is to perform at the Elle Style Awards 11th annual ceremony next month.
- An American clothing company is in negotiations with Yoko Ono over a range of John Lennon ties, nightwear and boxershorts.
- Country singer Keith Urban has trademarked the name Hank Evie – with wife Nicole Kidman – as a fashion label in both the US and Australia.
- Famous Stars & Straps, an American clothing and accessory line created by Blink 182 drummer Travis Barker, is being endorsed by socialite Kim Kardashian and Danity Kane member Aubrey O’Day.
So what?
Music and fashion sit happily side-by-side on the catwalk, but could they be getting more from extended music alignment? Celebrities are notching up considerable income from self-endorsed fashion lines ($375M for the J-lo line ), but the high- street retailers are having less traction in mimicking this success. A simple celebrity line perhaps isn’t the answer here. Kate Moss, for all her years of brazen ligging, has become somewhat of an ambassador for the music and fashion combo. Why aren’t the fashion brands as eager to jump into bed with music as Kate? If music is so essential on the catwalk, why does it stop once the show is over?
“The world of pop music and fashion have been closely linked since the 1950s. While much of the relationship has previously been on the exclusive end of the spectrum, it’s a very natural move to cooperate on the high-street.”
Dom Hodge, Strategist, FRUKT
“We might think music genre-led dressing is dead but we still use terms such as ‘punk’, ‘goth’, ‘emo’, ‘indie’ and ‘scenester’ within fashion discourse and music is still very much an influence that is at hand behind a lot of fashion that is going on on the streets.”
Susanna Lau, Style Bubble
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