BROOKLYN, N.Y. — Spring has barely blossomed, but SouthPole is readying for blizzards.
The young men’s hip-hop brand hauled piles of cushy white snow to a Brooklyn studio where R&B artist Mario took the stage for SouthPole’s fall/winter advertising campaign. In a scene set at a ski lodge in Aspen, with snowmobiles, skis and snowboards as props, Mario showed off SouthPole’s cold-weather looks alongside America’s Next Top Model finalist Eugena.
Although the 20-year-old musician admitted he’d never been skiing, Mario believes the setting is aspirational for SouthPole’s consumers. “People in New York think of snow bringing mush to the streets,” he said. “This gives people the idea of what winter can be like somewhere else.”
Mario is back for his second tour as face of the brand. He and Eugena also starred in SouthPole’s spring ads. But don’t expect the enterprising star—who will drop his third album, “Go,” in July, and recently starred in the movie Freedom Writers with Hilary Swank—to launch his own label anytime soon. “You can’t rush into that business just because you have a name,” he said. “You can waste a lot of time and money if you don’t do it the right way.”
David Strumeier, vice-president of licensing, marketing and new product development at Wicked Fashions (which owns the mid-tier mainstay SouthPole as well as the contemporary brand Lot 29) noted the company is moving towards more “lifestyle” marketing. “It’s a shift from the urban of the past being defined as more aggressive, hardcore looks,” he explained. “The appeal is still for a fashion-conscious urban consumer, but it’s a softer, cleaner style for a more diversified customer. We’re undergoing the same paradigm shift in our company that the industry is undergoing.”
The ads will debut in August issues of magazines including Vibe, XXL and Slam, and run through the new year.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast