By and  on January 5, 2010

PARIS — Overexposed to everything that’s on the market, fashion editors are also the first to see what is missing from it. To wit: A new wave of Paris-based style mavens are channeling their personal fashion cravings into niche fashion lines.

Take Virginie Dhello, fashion editor of Be, a new Lagardère-owned magazine due for release this year, who is on to the second collection of her jewelry label VV Jewels. “None of us are coming out with new concepts, as such,” she said. “We’re just readapting [fashion categories] with regards to our personal needs.”

Minako Norimatsu, a columnist for the hip Japanese fashion magazine Spur, for which she also styles and reports, is among a close-knit group of editors here succumbing to their creative itch. She has a fledgling jewelry line, Minakoquine Jewels, with lines of dressing gowns and handkerchiefs in the pipeline.

“Being a journalist and stylist is fun and that’s my main job, but it has certain limits. I’ve always made things on the side and what encouraged me [to design] was when I customized a bag which was photographed everywhere I went,” said Norimatsu, whose past projects include a line of Ladurée-themed Yukata (cotton summer kimonos) for Isetan to mark the opening of the first Ladurée store in Tokyo a year ago in June 2008. Norimatsu said she likes to bounce ideas off of fellow editors. “We call it brainstorming tea time,” she said.

Here’s a roundup of stylist projects, reflecting a range of categories and styles:

Who: Yasmine Eslami

Background: Eslami worked on the design team of Vivienne Westwood for eight years, has freelanced for Agent Provocateur and designed corsetry for Ungaro. Today, she works as a freelance stylist for magazines including Purple, French GQ, Le Figaro and Tank.

What: “The problem with lingerie is that it is either fashionable, but lacking technical details, or vice versa. I wanted to combine both,” said Eslami. Her young-spirited capsule collection features graphic lingerie ensembles in black, white and off-white in flowery tulle, cotton voile, lace and jersey combinations with inventively placed embroidery details.

Retail: Prices for this “affordable luxury” label go from around $35 for a panty to $100 for a bra.


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