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.”
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)