LONDON — Anya Hindmarch is stepping off the catwalk treadmill and onto the shop floor with plans to stage events throughout the year rather than seasonal fashion shows.The designer — whose elaborate London fashion spectacles have featured Broadway musical-style performances complete with dancing and singing handbags, lineups of male dancers and singers and models spinning in giant neon teacups — said she plans to replace her twice-a-year extravaganzas with a series of creative “happenings” four times a year.The goal is to enable the consumer “to really engage with the brand’s creativity on and offline when the product is available in store,” and the brand is already working on a special project for February during London Fashion Week that will preview the new strategy.The first official new format event will take place during London Fashion Week in September to showcase the fall 2018 collection in a see-now-buy-now format.The company said a focused, direct-to-consumer approach has worked well so far with the launches of the Build-a-Bag collection in May, and the new home fragrance category, Anya Smells, in November.All of the collections will still be shown by appointment to press and buyers in line with the usual buying cycles, the company said.In an interview, Hindmarch admitted that she and her team had been talking for a while about switching to consumer-facing events. She, like many designers and brand owners, said the traditional fashion calendar “can be old-fashioned in some respects,” and the brand wanted to do “what’s right for the consumer.”Earlier this week, Creatures of the Wind designers Shane Gabier and Christopher Peters decided to shift their business model to a project basis. Going forward, they will not produce full collections or do runway shows. The idea is to work with stores on capsule collections and specific projects.Hindmarch said the launch in-store of the Anya Smells candles was a success, and that consumers want their products immediately and want to take part in the brand experience.Hindmarch also said she sees the switch from industry shows to consumer events as an opportunity to be creative in a different way and let a wider group of people take part. “It’s a new toy for me to play with, and a way to amplify the brand’s creativity,” she said, adding that the new format already feels exciting and that the events “will be as mad as they’ve always been.”Her last collection was based around a surreal suburban home, with models wearing Fifties housecoat-like coats and fuzzy slippers and carrying bags that looked like leather poufs or shag carpets.The happenings are to coincide with product launches on the shop floor and the designer plans to plot each event on a case-by-case basis. “There will be some on a big scale, others more intimate, some in London, others maybe outside London," she said.It’s been a big year of growth and change: In March, Francesco Giannaccari took over as the chief executive officer of Anya Hindmarch. He was most recently general manager of Etro, a role he held for nine months in 2014 and 2015. His previous roles included vice president of Tom Ford and president of international operations at Abercrombie & Fitch. He has also held key roles at Gucci and Bottega Veneta.The company has also been ramping up its outerwear and rtw offer, and the home fragrance category. It launched three scented candles, Sun Lotion, Coffee and Baby Powder, with help from the perfumer Lyn Harris, and via a new license with United Perfumes. The second phase is already in development for a March 18 launch, and more scents are planned. The candles are sold in Anya Hindmarch stores in the U.S., U.K., Japan, South Korea and Singapore and via wholesale partners.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.