STYLE
From Issue #10
Celeb Threads
by Maya Chendke
"The
male urban apparel market in the U.S. is estimated to generate $5 billion in revenue annually, growing faster than any other apparel category except lingerie."
Time Magazine
Whether it’s urban casual or femme fatale, celebrities are entering a new
realm of the fashion world as they introduce personalized
clothing lines to the public. P.Diddy’s putting
out Sean John, Wu-Tang wants you in Wu Wear, Jay Z’s
sporting Roca Wear, Nelly’s hot line is Vokal, Jennifer
Lopez is J.Lo and Eve is coming out with Fetish. The recipe
for success? Mix one part celebrity with two parts hot
trends, and you get a marketing explosion.
Unsurprisingly, most of the celebrities have little to
do with the actual design or production of the clothing.
They’re simply there for their name; their marketing
appeal, which will be used to push the line of apparel
that will inevitably become a must-have for fashion divas—guys
and girls alike—who are willing to plaster their
names and logos across chests, arms, backs and down legs
to prove they’ve got it goin’ on.
So, is this creative promotion or deceptive marketing?
There are the free-minded who believe, “If you didn’t
do it, don’t put your name on it.”
When it
comes to using celebrity names to create hype around a
clothing line, Frances, an 18-year-old high school student
from Toronto says, “I don’t agree with it
because it’s false advertising.” Michelle,
17, agrees, “It takes away credit from the actual
designers.”
You’ve got to figure, just because
Chris Kirkpatrick from *NSync started FuMan Skeeto doesn’t
mean he slaves away over sketches to get details just
right. I guess our first clue should be the way the media
talks about the line: the clothing is always “inspired”
by…versus “designed.”
However, if having the latest low rise,
faux-fur trimmed jeans floats your boat, then by all means
go for it. But be sure to ask yourself why you’re
bothering to spend a week’s salary on a fad that
will be down the drain next month.
The majority of us
are willing to splurge on something that we love: something
that fits great and makes us feel good-which is what these
lines are banking on. But we’re not all easily fooled,
“If it’s good quality and looks nice, yeah
I’d buy it, but some big name brands are crap,”
warns 17-year-old shopping expert Jenna, who knows that
just because something is more expensive doesn’t
mean it’s better quality.
Companies are hoping to
drive fans to the mall by luring them with the opportunity
to look just like their idols in their latest videos—what
guy wouldn’t want to be “Hot in Herre”
while hangin’ in Nellyville? It’s a complete
package that is being sold—CD, DVD, sneakers, tracksuit and most importantly…lifestyle. Owning that little
terrycloth hoody makes you feel like you belong at the
party.
Ian, 17, says, “Most of today’s celebrities
are milliondollar marketing machines due to endorsements,
so having their own clothing lines would be the next step.
By having a clothing line with their names on it, celebrities
have become marketing enterprises, not simply musicians
or actors.” Mike, 18, says, “They sing songs
they haven’t written—of course they’d
sell clothes they don’t design.”
