Four Marketing, the London-based fashion wholesale, retail and lifestyle company, has teamed with Archetype Showroom, a New York-based wholesale agency, to create Four Marketing Archetype.The new agency will expand to encompass the entire second floor of Archetype's gallery-like showroom at 676 Broadway in New York.The brands that Four Marketing Archetype will work on together are Albam, Penfield, Perseverance London and Stutterheim (brought from Four Marketing), and Freda Salvador, Gents, IWS, Maiden Noir, Maria Black, Nika Tang, Stine Goya, and Zespa (brought from Archetype).Known for its brand building, Four Marketing has created impactful bricks-and-mortar and online retail experiences throughout the U.K.; they open retail stores for their brands, have their own e-commerce site, Oki-ni.com and have a public relations and creative marketing company, Present Agency. The full-service company has been interested in breaking into the U.S. market for some time. Four Marketing's parent company Four Holdings owns Agent Provocateur.Ben Banks, founder and director of Four Marketing, said his foray into the U.S. market is “part of a long-term ambition of the Four Marketing group.” He said he was happy to welcome Four Marketing Archetype into the larger Four Marketing network of showrooms located in London and Paris. “We have spent time considering the best way to enter the important U.S. market and we feel that partnering with the experienced and talented Archetype team gives us all the best possible chance to succeed in both a potentially fertile but immensely challenging market," said Banks.[caption id="attachment_11042277" align="alignnone" width="447"] Ben Banks[/caption]Audrey Gingras, Archetype’s founder, said, “As the world becomes a smaller place, individual style and expression expand. It is exciting to partner with a company like Four Marketing which has built large and successful businesses with great foresight while balancing integrity and acumen.” She said that together she expects they will be able to help talented designers grow and succeed globally.The Four Marketing Archetype business launched Nov. 1 and the company will be showing pre-fall 2018 collections shortly.Gingras, who is based in New York, will be showroom director for the new Four Marketing Archetype location. Banks and other sales executives will join the team in New York during New York sales market weeks. Gingras and other members of the New York staff will conversely travel to the London-based showroom during London Fashion Weeks.Adrianna Smith, a sales executive at Four Marketing, will join the Four Marketing Archetype staff as a senior sales executive. The remainder of the Archetype Four Marketing full-time showroom personnel come from the Archetype staff. At present, the total employee count is six full-time staff members and the company seeks to hire two sales assistants.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast