A Favourite Fashion Brand: ASOS

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Finding its origins in 1999, ASOS has grown to be one of the largest E-commerce/M-commerce brands on an international scale.

‘We exist to give you the confidence to be whoever you want to be’.

ASOS Values
 ASOS is my favourite brand as their values align with my own, with an emphasis on individuality and freedom of expression. The brand demonstrates these values with their expansive variety of brands and products, ensuring there is always something for every consumer. Having such a substantial choice of product creates an enjoyable and exciting experience for browsing customers. The brand's values are further communicated with it's diverse range of models. Consumers are highly likely to feel represented by the brand, with hired models being of all body types and ethnicities. This inclusion is what really makes ASOS appeal to me, as I feel it is important for every individual to feel they re being represented, not excluded. 


They makes a conscious effort to fulfil their social responsibilities including those concerning ethics and environment. They have ASOS Marketplace, which allows for vintage items to be resold and provides small upcoming businesses with a platform to sell. Their outlet section provides extremely affordable prices, with some items going straight into the outlet rather than an initial full price ticket. This outlet tab allows for price slashes and discounting to not dilute the experience of the normal shopper and allows for discounting on the main pages to be utilised as a promotional tool. There is always a student discount, demonstrating their target demographic  and the care they hold for them and their priorities. ASOS have been leaders in the M-Commerce market and continue to be successful by catering  towards their target audience, ensuring their views and values are  prioritised and approached in the correct way (through social media, promotional deals etc). 

I am an avid user of ASOS, drawn in by their ability to cater for all wants and needs as well as their warm and inclusive attitude.

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A Favourite Fashion Brand: Rick Owens

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Since 1995 Rick Saturnino Owens is creating clothing for those who prefer the darker side of fashion. Rick Owens has a unique gothic aesthetic which can be recognized by the dominance of the color black and avant-garde shapes. Rick Owens has also been influenced by the American culture of grunge. Designing leather jackets with overly long sleeves and elongated tight-fitted t-shirts, Owens has created a style that is now called “glunge” – a perfect synthesis of glamour and grunge. Rick Owens’s trademark style was noticed by Los Angeles retailer Charles Gallay who bought the major part of the first ever Martin Margiela’s collection. Gallay was paying for half of the Rick Owens collections up front which allowed Owens to start the productions of the next collections right away, without having to wait for sales.

“We talk about fashion being one of the worst polluters, but every once in a while, it can also be about the pursuit of beautiful attitudes and behavior, some clothes are just going to make you think about sex and flash and extravagance and greed, but other clothes are going to make you think of the opposite. Beauty is an important cultural contribution. I’m conscious of the waste in this industry, but I’m not ashamed for being part of it. Contributing more beauty than we consume is the attitude to strive for.”

Rick Owens

Rick Owens means environmental responsibility. As the use of massive amounts of plastic in the fashion industry has become a major environmental issue, when working on sneakers, the designer has looked for a responsible sneaker company. Owens’s research has led to his collaboration with Veja – a French shoe brand founded by Sébastien Kopp and Ghislain Morillion that is creating sneakers differently, mixing social projects, economic justice, and ecological materials. Veja sources all of its raw materials and built every step of its supply chain. Their goal for the running shoe was to get rid of plastic entirely. Kopp commented: “We half succeeded, because it’s 45 percent bio-based materials like banana oil, sugarcane, rice husk, and natural rubber.”

Clothing for Rick Owens’s main line is made out of the softest leather, high-quality cashmere, and silk. These materials might not be so practical for daily wear. That’s why at the beginning of the 2000s Owens started working on his other line – DRKSHDW. The clothes designed for this line have a similar aesthetic, however, one of the main used materials has become denim. DRKSHDW has allowed Rick Owens to reach a wider audience through a more affordable pricing strategy.

References:

1)The Rick Owens Aesthetic Vocabulary by Aurora Fiorentini

https://www.polimoda.com/rick-owens-aesthetic

2)“Contributing More Beauty Than We Consume Is the Attitude to Strive For”-Rick Owens Talks Sustainability and His Lates Sneaker by Emily Farra

https://www.vogue.com/article/rick-owens-veja-sneaker-collaboration-sustainability

3)Rick Owens to open boutique in Los Angeles by Sara Ehlers

https://fashionunited.com/news/retail/rick-owens-to-open-boutique-in-los-angeles/201508017703

4)https://directory.goodonyou.eco/brand/veja

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My Favorite Fashion Brand—— Jean Paul Gaultier

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After leaving Pierre Cardin, the 24-year-old Jean Paul Gaultier founded his eponymous label Gaultin 1976 and launched his first womenswear collection two years later. When I say I like the brand, what I really like is Jean Paul Gaultier’s designs and the meaning behind them. Unlike other clothing brands, Jean Paul Gaultier’s designs were full of street, punk and subculture elements that appealed to my hormonal youth and broke my stereotypes of the fashion industry as a serious, old-fashioned place.

Jean Paul Gaultier SS 1991, a show that featured a mix of men and women in the form of couples, expressed the idea that no matter what the gender or race of the other person, please be brave enough to love. Jean Paul Gaultier’s Cyber Show, which was dubbed ‘the Best Show’ by Vogue, saw models of all races, sizes and ages on the same stage as animals and even pregnant women. 

Today’s models had the same cold expressions or the same range of smiles, a stern, neat pace and a dull, lifeless look that always bored me after a while. I love Gaultier’s runway, which is more like a fun show than a serious exhibition, it is simply a playground. The stage is free, no model is prescribed how to walk and for how long. 

What should men be like? And what should women look like? For Jean Paul Gaultier Paris Men’s FW Fall 2011, the ‘alternative’ look on the male models actually questioned the traditional image of masculinity – is it okay for men to have long hair and wear dresses? Can men like to wear stockings and have lipstick? I don’t think all boys should be tough, boys are allowed to be soft. Boys are allowed to wear skirts just like girls can be strong and handsome. This bring me to the cone bra, a classic style in which Gaultier turns the shackles on women into armour, changing the image of femininity to one of sharpness. And this is part of the image that the new generation of women wants to express: female strength, independence, strength and competence. 

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Stoney

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The success of “Stoney”, officially Stone Island, at the initial stage and later can be attributed entirely to the merit of Massimo Osti, the founder of the Stone Island brand, which launched in 1982. Working on his other equally famous brand CP Company since 1970, Massimo gained experience, which undoubtedly played a role in the success of Stone Island.

Many people interested in the fashion industry and directly creating their products are familiar with silkscreen printing. Massimo Osti used this new technology to create the placed-print-based t-shirt collection for the Chomp Chomp brand in 1968. By developing Stone Island, Massimo became widely known for his innovative techniques.

* One of the Massimo Osti’s creations

A striking example of such techniques is the “Ice Jacket”, a thermosensitive jacket that drastically changes colour with temperature change. Another example of Massimo’s merit is the liquid reflective jacket which reflects light off tiny glass microspheres and changes colour when liquid hits the material. In the mid-1990s, Stone Island was taken over by Massimo’s friend Carlo Rivetti. Thanks to Carlo, the brand continues to grow to this day. An example of the modern technology used by Stone Island is e-dye, which allows the use of 85% less water, 90% less harmful chemicals, and 12% less CO₂ emissions compared to traditional piece dyeing. Using such technologies directly allows the brand to develop Corporate Social Responsibility.

* Stone Island “Ice Knit” Sweater

The rise of UK Grime music, where the brand was repeatedly mentioned, as well as American rappers such as A$AP Nast, Travis Scott and Drake, who often appeared in public at Stone Island, brought the popularity to the brand among young people. All this gave vast media exposure to the brand and allowed it to scatter on social networks. It is also worth noting that English football fans have built a whole culture around Stone Island. Although this is a relatively narrow caste of people, this gave some colour to the already rich history of the formation of Stone Island.

For many people, Stone Island is the reason for visiting vintage stores. The fact that Stone Island can be found on the secondary market allows people who choose pre-loved to enjoy the quality and design of the brand. Many people collect rare vintage Stone Island pieces from the Massimo Osti era, which makes buying used items even more reasonable.

To sum it up, it should be noted that Stone Island has a visible position in the fashion industry and goes beyond it, attracting completely different castes of people and bringing them together. Due to the positive influence of the brand, it can be deservedly put on a par with other market giants!

* Drake is wearing a Stone Island crewneck and his iconic specially crafted Stone Island chain.

References

  • blog.woodhouseclothing.com. 2022. Woodhouse Blog | Massimo Osti – The History Behind The Innovation. [online] Available at: <https://blog.woodhouseclothing.com/massimo-osti-the-history-behind-the-innovation/> [Accessed 2 October 2022].
  • Highsnobiety. 2022. Dear Americans, Here’s What You Need to Know About Stone Island. [online] Available at: <https://www.highsnobiety.com/p/stone-island-history/> [Accessed 2 October 2022].
  • Rivetti, C., 2022. MY HISTORY, MY COMPANY BY CARLO RIVETTI. [online] www.stoneisland.com. Available at: <https://www.stoneisland.com/experience/en/the-brand/my-history/> [Accessed 2 October 2022].
  • Halil, T., 2022. THE RISE OF STONE ISLAND: FROM HOOLIGAN TO HIGH FASHION. [online] CULTED. Available at: <https://culted.com/the-rise-of-stone-island-from-hooligan-to-high-fashion/> [Accessed 2 October 2022].
  • Instagram.com. 2022. Massimo Osti Archive (@massimoostiarchive) • Instagram photos and videos. [online] Available at: <https://instagram.com/massimoostiarchive?igshid=YmMyMTA2M2Y=> [Accessed 2 October 2022].
  • E-dye.com. 2022. e.dye®. [online] Available at: <https://e-dye.com> [Accessed 2 October 2022].
  • Instagram.com. 2022. champagnepapi • Instagram photos and videos. [online] Available at: <https://instagram.com/champagnepapi?igshid=YmMyMTA2M2Y=> [Accessed 2 October 2022].

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Bosideng

My favourite fashion brand: Bosideng

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My favourite fashion brand is Bosideng, a Chinese down jacket brand.
Bosideng is a brand specializing in making down jackets, so he put all his experience into how to make good down jackets, focusing on making down jackets.
I like this brand for a few reasons:
The production process of Bosideng.
First of all, Bosideng’s down jackets are very different from other brands of down jackets. His down jacket can be machine washed, which is very convenient to clean and will not damage the thermal medium of the down jacket.
The Bosideng brand has a strong sewing process in production. The down filling can ensure that the down is fluffy and even, and the German anti-down needles with high hardness are used to avoid the needle holes becoming larger due to friction and heating during sewing. Moreover, Bosideng has strict and safe material processing, and the down used are all certified by the international RDS and the Swiss Blue Label environmental protection certification. The stuffed down passes through a very strict odour sterilization process so that customers can wear it with peace of mind.

Secondly, Bosideng’s expressiveness in design has also been greatly improved. Bosideng redefines down jackets. He innovatively integrates sweaters, knitting and other classic fashion items into down jackets, retaining the classic down jacket for warmth and adding fashionable beauty. This is an innovative development in the down jacket industry.
Then, Bosideng broke through the common horizontal and vertical line design of down jackets and added quilting design in the form of abstract geometric art. Bosideng creates a 3D effect by interweaving down quilted threads, presenting a new type of down jacket that is light, thin, beautiful and warm.
On September 12, Beijing time this year, Bosideng was officially invited to officially debut at New York Fashion Week. After that, Bosideng launched Marvel co-branded models, designer co-branded series and more. Bosideng follows international design trends and big-name design concepts. Bosideng successfully transformed into diversified styles and novel styles for the public to choose from.

Not only that, but the brand culture of Bosideng is also the reason why I like this brand.
As a Chinese brand, Bosideng adopts the splicing method applied in the “Paddy Field Clothes” of the Tang Dynasty in China and integrates the fashion essence of Chinese culture into the down jacket. It can not only use the artistic design form of traditional Chinese culture to reuse the ancient Chinese clothing production methods, but also promote the traditional culture of the country. It is a brand company with very cultural feelings.
What I admire most about the brand Bosideng is that he actively promotes craftsmanship, practices corporate social responsibility, and has donated more than 1.2 billion to society over the years. Whenever the country is in trouble and the society urgently needs help, Bosideng will always donate money or down jackets to the society and disaster areas.
Bosideng’s price is reasonable, cost-effective, fashionable in various styles and of high quality, and there is a large space for the public to choose from. So I like Bosideng.

Reference：

Bosideng: “China Fashion Show” of world-famous brands.（2018） Netease News Reference[online] https://mbd.baidu.com/newspage/data/landingshare?context=%7B%22nid%22%3A%22news_9044748027647305291%22%7D&isBdboxFrom=1&pageType=1&rs=2203706871&ruk=FoE5Cn28jzpHk16CxHfieA&urlext=%7B%22cuid%22%3A%22guSzi0u7Su0Ca2f10PSOfliQH8lFuSuKgiSQulO6Sa_OaSabguvt80ir1P5-fWMf6JtmA%22%7D

Xinhuanet fashion reference date.（2018）Focusing on down jackets for 42 years, Bosideng was selected for the national brand plan. [online] https://m.cqn.com.cn/zgzlb/content/2022-09/30/content_8866600.htm

https://baike.baidu.com/reference/7139164/4a4cmv7sCgCxGJN_hKdJq8tEXjZmNiBF40u3dAkKFsrjGKghPbTUSJVumZ9DTu6Nx-iZqmGnNhL5ipkH3KvnMqWQoybJUMg1QmWYEBTxrrFC4XpM0oeX

https://baike.baidu.com/reference/7139164/40107Np7UtuQisRy0_AnxzH9OpAuaxly2F0rTdfj6jTf5B8lyAvtDm4eJwWWUFbqRYipnBbyB3qbSGPyGXlFIADzZET6ux_fyeZ5U7fGZGNLdZCVjkyQzt9veHAoJp8

https://baike.baidu.com/reference/7139164/131ccxkoahCdJusCOuN5foHGIJio8JJ_wFGpEJoPZQ-lj8yLSiBDe55_VCaicsTR_jufdDXcgFJ-9smIHUqGed0eCQwz9Aan3cbR3ti3GbIIpkr3nYysB9I


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Screenshot 2022-10-02 at 23.32.19

My favourite fashion brand- Corteiz

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‘Cade on the map’ was launched through the friendship of university students Clint and Ade however dissolved in 2017. Clint was not finished, going solo, my favourite fashion brand Corteiz (cor-tayz) was born.  

Building momentum through demand and limited stock, products are dropped on the password-protected website, selling out within minutes at sporadic times creating exclusivity. People want what they cannot have.  

Creating hype as consumers demand more from the brand. Corteiz promotes an exclusive community through private Instagram accounts and Clints ability to connect personally with his consumers through his youthful relatable personality. Making jokes with regular engagement on social media, bridging the gap between him and his consumers to develop a loyal bond. Vitality and authenticity are restored to the streetwear world. 

The brand tagline RTW, RulesTheWorld, allows audiences to spread the message across social media in a less directly promotional manner. The power of word of mouth. 

A key interest I take into this brand is Clints strong discouragement of resale culture. He believes those who are true to the brand should be able buy items at the retail price. He is shown to cancel orders if he notices resale on sites such as Depop. Ensuring that it is not a company revolving around profit. “There is only one place to buy corteiz”– as resale destroys the community aspect and raises barriers to enter.  

Corteiz embarks on unique marketing experiences such as ‘Da Great Bolo Exchange,’ reaching customers in the real world. Offering the chance for consumers to trade premium branded puffer jackets in return for a Corteiz puffer – establishing themselves up at the top of streetwear due to the huge outcome. The traded in jackets were worth a sum of £16,000 donated to the homeless. Corteiz is therefore a brand to make change. The Alcatraz logo supports this through the meaning of ‘rebellion against convention. Escaping from the norm’ 

Corteiz is unique to other streetwear brands. It continues to operate under Clints individual small team. The niche illusive concepts are setting consumers aside from the rest, promoting individuality. Ruling your own world. 

On contrary, are people going off Corteiz? It is not as limited as it was before as more people are discovering it, it has been gentrified. Has it just evolved to a state with more recognition? Innovation, hype, longevity, and quality will determine.  

The sheer unpredictability creates excitement within the brand. Clint swiftly addresses negative feedback online: “Everybody’s a genius in hindsight.” 

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Favourite Fashion Brand: CHANEL

Favourite Fashion Brand: CHANEL

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Chanel would undoubtedly be one of my favourite fashion brands, but for a sentimental reason. My grandmother was obsessed with Chanel and her love for the brand imprinted on me from a young age. From the iconic and expertly crafted handbags to the timeless and classic N°5 fragrance, Chanel dominates and remains a representation of sophistication, elegance, and luxury.  

A French luxury fashion house founded in 1910, Chanel stands as one of the most recognizable luxury brands. Its founder, Coco Chanel was credited in the post-World War I era with popularizing sporty and casual chic as the feminine standard of style. 

Most notably the iconic Chanel suit remains a symbol of fashion as a representation of liberated women. Coco Chanel initially took inspiration from menswear as she believed it to be more comfortable than the women’s fashion at the time which consisted of restrictive corsets and uncomfortable skirts. She aimed to create pieces that would help women exude elegance while simultaneously allowing them comfort. Worn by many influential fashion figures such as Jackie Kennedy, Brigitte Bardot, and Princess Diana, the suit is an iconic emblem in fashion history. 

Sources 

https://crfashionbook.com/fashion-a26551426-history-of-chanel-tweed-suit/

https://www.hautehistory.co.uk/chanel-timeline/house-history-the-chanel-timeline

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My favourite fashion brand – CHANEL

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2.55 classic Chanel flap bag

Chanel a classic fashion brand that has been around for many years. The reason why Chanel is undoubtedly one of my favourite fashion brands is due to the timeless classic pieces they design and create. Chanel began in the capital of France – Paris, the founder ( Gabrielle Chanel) started off by owning her own hat boutique under the name ‘Chanel Modes’ these hats were worn by huge French actresses of her time. This gave Chanel a huge stepping stone at the young age of 21 which then gave her the resources to open up the very first Chanel store in Deauville. Gabrielle Chanel had a huge influence on revolutionising the fashion industry by using materials specifically used for men’s clothing with her very own sports line which hugely impacted how women’s clothing was made. One of the main reasons why Chanel is my favourite fashion brand is due to the history it holds. Chanel is a timeless brand and one of the most classic brands of all time. For as long as I can remember I have always dreamt of owning a classic flap 2.55 Chanel handbag as I believe it is such an iconic item of the fashion world and even an investment, this bag was created in 1955 the reasoning for the bag being named 2.55 is due to the date of the creation of the bag. Furthermore, Chanel has an incredible variety of iconic and significant items that they have designed and created for example their Chanel NO.5 perfume launched in 1921 and still till this day is a well-known and highly purchased perfume. Also soon after Chanel launched their makeup collection in 1924, I love the fact that Chanel not only designed beautiful high-quality pieces of clothing and accessories but also created spectacular fragrances and a stunning makeup collection. Chanel is also adored by incredible icons such as Marilyn Monroe who loved the Chanel NO.5 perfume and was quoted in Life magazine, this in itself shows how loved and known Chanel as a brand was by the world including huge Hollywood stars and celebrities of the world. I will always believe that Chanel will be one of the biggest most classic brands of all time and for this reason, it will always be a favourite brand of mine.

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CHOPOVA-LOWENA_2

Chopova Lowena: A Favourite Fashion Brand

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Co-founded by Emma Chopova and Laura Lowena During their MA Studies in Central Saint Martins in 2017, Chopove Lowena is a Brand focused on humorous, colorful clothes and clashing patterns by showcasing craftsmanship rooted in British and Hungarian sources. Currently based in South London, the English-Bulgarian label first broke into consciousness with its signature skirts and has grown ever since, collecting many loving fans across and outside the fashion industry.

(Emma Chopova and Laura Lowena, Vouge Business 2022)

Mainly mixing folklore and sportswear, the brand became known to me through different media platforms, particularly Instagram. When first exposed to these garments, I was captured by the bold looks on my glass screen. These unique pieces, which are also beautifully crafted and are pretty timeless, hold much history within and embody the essence of joy. This is why, to me, you cannot go wrong with loving this brand.

It is worth mentioning that this label has a strong vision and purpose, intensely focused on maintaining and preserving disappearing crafts while modernizing traditional textiles, with a significant concentration on sustainability, using recycled materials and deadstock textiles (mostly pillowcases and aprons).

(Looks From Chopova Lowena’s Spring 2020 Collection, Garage Magazine 2020)
(Emma Chopova examines a multicolor skirt assembled from various repurposed fabrics and fastened to a leather waistband with rock-climbing carabiners, The New York Times, 2019)

Holding its first-ever runway show this London Fashion Week (Spring/Summer 2023) with the collection titled “Rose Is A Rose Is A Rose Is A Rose,” this label will hopefully continue to contribute to an upcoming era of grungy and edgy designs.

(Looks from Chopova Lowena’s debut at London Fashion Week, The Glass Magazine 2022)
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My Favourite Fashion Brand: fear of god

Reasons: genderless style in its actual products, including clothing, accessories, and bags. As a brand favors minimalism, it insists on applying simple and low-key colors like the earthy tone and simplified silhouette to its products. Its T- shirts usually use 280 g pure cotton to highlight the comfort, convenience, simplicity, and easiness to match. As its market share grows, the need to expand becomes clear. 

Streetwear with various styles can be found in the market as people from all walks of life are directing more attention to it and are willing to purchase it. Among them, the streetwear brand Fear of God (FOG) and its diffusion line brand Essentials are standing out, especially when they went viral in the China market in 2018 and stars shared their street snaps and daily photos wearing clothes of these brands. Essentials became a hit in China and other streetwear brands began to pour into the China market, but due to the imbalance caused by the brand’s single sales channel and the enormous demand in China, Essentials was always in short supply.

As a diffusion line, Essentials inherited the classic elements and ideas of FOG and its pricing was more consumer-friendly. According to Jerry Lorenzo, consumers were purchasing the counterfeits of other streetwear brands when buying H&M and Zara (Hess, 2021). Different from the intense crafts and complex silhouette of FOG, Essentials highlight more on the “pure street” spirit and its design is simpler, more durable, and caters more to the young. Depending solely on online sales and with no physical store remain the feature of Essentials, and the brand is adept in making use of online marketing advantage to make it an immediate hit in the fashion market

Reference List

Cyanhill Capital(2018). The development ofstreet fashion is embarrassing.[online] www.sohu.com.

Available at:https://www.sohu.com/a/238270583 649045[Accessed12 Aug.2021].

Gosselin,v.(2020). Why are streetwear brands rocking China’s fashion market?[online] Heuritech.Available at:https://www.heuritech.com/blog/articles/streetwear. brand-china-market/.

Hess,L.(2020). With His Latest Essentials Drop,Jerry Lorenzo Is Looking to Streetwear’s Democratic Future.[online] Vogue. Available at:

https://www.vogue.com/article/jerry-lorenzo-fear-of. god-essentials-spring-2020-collection [Accessed 16 Mar.2021].

Jiang, Ji.(2017).Other streetwear brands rely logo identity, but this one has to fight for details and

fabrics! An American fashion brand Fear of God created byan Italian has sprung up like this.[online] luxe.co. Available at: https://luxe.co/post/70617[Accessed 12 Aug.2021].

WWD.(2021),Fear of God Introduces Essentials Kids for Spring.[online] WWD. Available at:

https://wwd.com/fashion-news/sportswear/fear-of-godw essentials-kidswear-jerry-lorenzo-12348139351[Accessed 12 Aug， 2021].

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