Matthew Edelstein called in a lot of chips to launch Mr.Matthew.
The stylist and fashion editor, whose résumé includes Details and W magazines, introduced his men’s color-blocked T-shirt collection in an unusual way on Tuesday — on Instagram.
He set up shop at a studio in East Williamsburg, Brooklyn, and, with the help of casting director John Tan, put out a casting call to emerging and in-demand models. They arrived at the space in force, drawn by the relationship as well as the lure of free pizza and beer. Edelstein outfitted them in the T-shirts, photographed them and immediately posted the images on Instagram.
“Models love Instagram and Instagram loves models,” he said.
He encouraged the men, including Brodie Scott of Wilhelmina; Trevor Feehan, Richard Detwiler, Ilir Shanja and Luke Gernert of Citizen, and Michael Bailey-Gates of Major, to “regram” their photos and Tweet about the line as well.
They were shot by Sophie Elgort, daughter of Vogue lensman Arthur Elgort and sister of actor Ansel Elgort, styled by David Vandewal and groomed by David von Cannon.
By Wednesday morning, Edelstein had 167 followers on Instagram and had even gotten a call from a couple of large retailers who had seen some of the posts.
The T-shirts are clean, colorful and sporty. “I’m superinspired by the clothes I wear to the gym,” he said. They retail for $88 to $98 and are available in six styles — two long sleeve and four short sleeve — in five colors per style. They’re being sold through mr-matthew.com. “I’m doing everything myself,” Edelstein said. “It’s supertight, but I think it has potential.”
Although the men’s line is new, Edelstein is not a novice at being entrepreneurial. He had designed a women’s collection called Friends & Associates that was shuttered this year, and is also credited with launching the online magazine Contributing Editor in 2008.
“The business wasn’t sustainable,” he said of Friends & Associates, “but it was a great learning experience. Now I’m applying the lessons I learned there to this new venture.”
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)