MTV SHOPPING SHOW FACES TEST: FASHION FORWARD OR FAST FORWARD
Byline: Sharon Edelson
NEW YORK--This is MTV's moment of fashion reckoning. In August, its home shopping test, "The Goods," sold Woodstock collectibles, T-shirts and rain slickers to the tune of $1 million plus. Its September Rolling Stones Voodoo Lounge Tour show sold $1.6 million of limited edition art, CDs and varsity and baseball jackets. But Woodstock is a long way from SoHo, the stomping ground of Marc Jacobs, Anna Sui and Todd Oldham, who designed the apparel that will be sold tonight on "The Goods: MTV Style". Mark Rosenthal, executive vice president of MTV Networks, declined to estimate how much volume "MTV Style" could do, but predicted Jacobs, Sui and Oldham would find a wide audience on MTV. Woodstock and Voodoo Lounge "had to do with rock 'n' roll merchandise," he said. "This is about clothes you wear every day." MTV will find out whether its viewers have a ravenous appetite, as "The Goods: MTV Style" airs today at 12:30 and 8 p.m. The half-hour show will be repeated six more times through Nov. 4. "The Goods: MTV Style" is unlike any TV home shopping program. Brace yourself for Pauly, the impish hostess, who leads viewers around SoHo in search of Jacobs, Sui and Oldham with a grungy band in tow. The first stop is Sui's store, where Jenny Shimizu models the designer's long-sleeved T-shirt with cheerleader logo. It comes in nuclear orange or pink nylon/spandex for $39. "That was my big joke," Sui said. "I think cheerleaders are a thing of the past. I wanted to do a really tawdry cheerleader." A black vinyl wrap skirt for $45 completes the ensemble. Pauly runs into Jacobs on a side street with his dog, Tiger. A taxi zooms up and out struts Shimizu on top of the cab, wearing Jacobs's A-line dress emblazoned with the legend, "I love rock." There is an "I love rap" version. Each sells for $60. "They corner me in an elevator," said Oldham. "The door flies open and there's a fake runway with a model showing the outfits. Its goofy and delightful." Jaime Rishar models Oldham's outfits, which consist of denim vests and patchwork skirts, priced between $60 and $40. On Sunday, Isaac Mizrahi will host four hours of Nick at Nite programs, commenting on the style of shows like "I Love Lucy" and "The Dick Van Dyke Show." It will be followed be Frockumentary, a show devoted to Mizrahi's black and white collection, which includes a vinyl jacket, cardigan, shirt, apron and handbag. Oldham is working on a tabletop show for Nick at Night that will feature candles, clocks and place mats with outdoor/camping motifs. He will do another style program for VH-1 with simple little dresses, vests, stockings, hair accessories, backpacks, a fake leather jumper, wrap skirts and T-shirts with ornamental stitching. Everything will be priced well under $100, he said. Gabe Doppelt, overseeing the fashion area for MTV, said, "We are brooding over a few more things" but wouldn't elaborate. She did say the network was considering a one-minute infomercial to sell a colossal cubic zirconium ring, designed by Todd Oldham and priced at $800 or $900. Doppelt said the test officially ends in January. Some time after that, the network will determine whether to launch a stand-alone shopping channel. "It will be nice to learn what clicks and what doesn't," Oldham said. "We've never seen anything like this. It's not an infomercial to cover bald spots and it's not aimed at a market that's house bound."
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)