Clothing goes off the rails

Music and fashion revisited

What?: The music and fashion endorsement bandwagon rattles on, but some are taking a different approach:

* Macy Gray will launch her own plus-size clothing range (Humps) in early-2008.

* DKNY Jeans and Pete Wentz (Fall Out Boy), have announced the launch of a new line of clothing entitled Clandestine Industries.

* Nokia Trend Labs showcased cutting- edge design at Berlin Fashion Week from designers such as Surface2Air, Cassette Playa, +41 and Wasted German Youth.

* As Fashion Week hit New York City, Mary J. Blige, Maroon 5, Jennifer Lopez, Avril Lavigne and Aerosmith all took part in Fashion Rocks, the annual concert and charity auction in conjunction with the Conde Nast Media Group.

So what?: Pete Wentz and Macy Gray follow a long line of run of the mill clothing line endorsements. We keep telling them not to, but will they listen? Yes, people who like music will wear items that typify their chosen genre. Knocking out lame branded clothing line isn’t the answer though.

Nokia’s approaching the whole genre from a much more interesting angle. Utilising people who truly understand fashion and are immersed in music and letting it filter down naturally. Aiming for the quick buck t-shirt or short-lived high-street campaign gains a few days’ worth of press attention. A more embedded campaign will ultimately be more rewarding for consumers and brands alike.

www.fashionrocks2007.tv

www.nokiatrendslab.com