BADGLEY MISCHKA’S FROSTY RETURN: For the first time in their company’s 27-year history, Mark Badgley and James Mischka will be using a short film in lieu of a runway show.
When it airs Tuesday on the company’s site and via its social media channels, the two-minute clip will also double as the design duo’s first see-now-buy-now effort. Shoppers can find all elements of their fall collections, from couture to sportswear and accessories, in the brand’s Beverly Hills flagship, its e-commerce site, and in select specialty stores like Bergdorf Goodman.
Daniela Federici directed the short, which was shot in Long Island City, N.Y., even though it appears to be in some sort of futuristic snowy tundra. Meant to depict Badgley’s and Mischka’s take on a struggle against nature, the film is aptly named “The Storm.” Many tow-headed models appear to fight varying degrees of wind, sun, rain, snow, thunder and lightning as they make their way forward. The cinematic effort also marks the first presentation since the company’s founders reclaimed ownership of their label from the Iconix Brand Group in March.
A $3,390 décolleté gown in bordeaux stretch crêpe with cascading antique gold-tone chains in the front and macramé and chain embroidery on the back is expected to be a bestseller, a Badgley Mischka spokesman said. Another expected standout is a $1,290 black-and-gold beaded ombré fringe halter top.
“We wanted to take a fresh look at how to present our fall collection this year,” Badgley said. “We thought doing a film to show the collection this season would be an impactful and interesting way to get the collection in front of our consumers at the same time that they can have it in their own wardrobes.”
Mischka added, “We haven’t worked on the consumer calendar before, so we are hoping the timing of our new approach to fall will resonate positively with our customers and retailers. We’re excited to see the response. And to be able to do this as the first collection debut since Mark and I bought back our brand is equally as exciting.”
The film’s somewhat dramatic music was created by Henri Scars Struck. The models’ symmetrically styled hair was the work of David Glover and their glittery makeup was done by April Greaves. As the models battle the elements in what looks like some sort of dreamlike sequence, they ultimately win.