Against the advice of marketing and branding experts, John Targon and Scott Studenberg chose Baja East for their label, which, two seasons in, proved to be an astute move. It’s a well-suited moniker that expresses their sartorial ideal of “loose luxury,” which has already been picked up by influential stores like Barneys New York; Ikram in Chicago; Maxfield in Los Angeles; A’Maree’s in Newport Beach, Calif.; The Webster in Miami, and Hirschleifers in Manhasset, N.Y.
“Baja East is the idea of West Coast relaxed cool mixed with aggressive, street, East Side,” says Studenberg. “We are based in New York but love traveling to L.A., Cabo, Tulum, Marrakesh, the Far East.”
The designers’ energy is contagious, and extends to their fine-tuned sales pitch, which is rooted in their pre-Baja career experience. Studenberg was Lanvin’s sales director of North and South America. Targon was Burberry’s director of wholesale for men’s wear and men’s accessories, and prior to that spent four years as Céline’s sales director of North America.
They expect first-year sales of $2.1 million. “We always had an obsession with fashion, which goes to the heart of it all,” Targon says. “We thought, OK, we gained all this knowledge from our jobs, what can we now do for ourselves? We always had that entrepreneurial spirit and thought, maybe it’s a good time to go out and do it on our own.”
Having spent much time talking to store executives as well as customers, they decided to focus on that idea of loose luxury. Nothing is fitted, necklines are low, shoulders dropped, and all is rendered in ultrafine, comfortable materials. The designs also often blur gender lines—or, as they put it, they’re “ambisex.”
For fall, they impressively developed their concept with silk ikat tunics and beach-ready cashmere sweaters, as well as a cool leopard pony hair print used for an anorak, a sleeveless tunic and drawstring pants.
Their fashion week presentation was as charming as the clothes, as the duo talked the audience through each piece with an earnest conviction.
“We thought it was important that we didn’t simply do a presentation with models just standing around, or a runway show where they just walked,” Studenberg recalls. “We wanted to talk about the fabrics that we use, because we think that’s also really important.”
Adds Targon, “Our background is in sales. This is how we got people excited about our product in the stores, and this is how we like to communicate our message.”
Last year, lightning struck twice for young French designer Julien Dossena.
First, he was appointed creative director of Paco Rabanne, swiftly turning out two critically acclaimed collections, which left observers upbeat about the ailing brand’s future.
Second, he brought to life his own refreshingly nonchalant brand, named Atto, which he presents off the official Paris calendar, casually, if not accurately, calling it “just clothes on the racks.”
Looking at Dossena’s history, it seems like every step he made was carefully calculated for rapid ascent.
A graduate of La Cambre in Brussels—which shaped Olivier Theyskens, Anthony Vaccarello and others—Dossena scooped the jury prize in Hyères in 2008 along with the festival’s 1.2.3. prize sponsored by Etam, which led to a stint at the French group’s clothing brand while he was still in school.
“Designing for the mass market was a great way to get a foot in the door,” says Dossena, 31.
Shortly after, Balenciaga hired him to work on its ready-to-wear collection under the house’s former creative director Nicolas Ghesquière. It was here that Dossena experienced firsthand how to translate the historic codes of a venerable fashion brand into a contemporary lingua franca spoken by today’s fashion faithful.
Ghesquière’s departure in November 2012 opened the door to new adventures.
“We were all kind of jobless when Nicolas left,” he says, “so I decided to launch my own.”
Atto, which he established with another Balenciaga alum, Lion Blau, as junior designer, is conceived as a must for the multitasking woman, with a certain taste for luxury but no time to change on her way from the office to the kids’ playground.
After scouting for a niche to fill, the duo quickly realized that fancy design was in abundance, but finding a “good-quality white shirt or gabardine skirt” proved a challenge. “I wanted to create garments that are easy and supernormal, but of very high quality. It’s maybe a bit ambitious, but I have always been a big admirer of A.P.C. I want Atto to be a luxury version of that,” he says.
The concept worked. In just its second season, Atto’s sales points rose to 23 doors globally, and Dossena was short-listed for LVMH’s Young Fashion Designer Prize.
Meanwhile, at Paco Rabanne, he has found a playground for visual experiments, showing his ease with mesh tops and houndstooth-patterned tailoring alike.
And on that front, there is more to come. “The Paco Rabanne girl has always been a little radical,” he says. “I want to build on that respectfully, but fast-forward to the 21st century.”
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion