Feud Fuel in Fashion

There are many theories in the business of fashion as to WHAT sells or WHO makes headlines and they do say "no publicity is bad publicity". There are many instances in the fashion industry where “controversy” does contribute to fashion marketing and even sometimes retail sales.

(Courtesy of: timesofmalta.com)

Seen the outcome of a less-than-forbearing press. Of course this is usually NOT a favorable thing. For example  the successfully established brand Nike with their numerously press-bashed spokesman like Oscar Pistorius, Lance Armstrong, Tiger Woods, etc which often has lead to profit loss. This shows that with reason often BAD is just BAD NEWS in the public eye.

Not to mention what this does for fashion retail sales! ESPECIALLY in the fashion business, it is finely sharpened to “represent,” and image alone is extremely reputable in its effects for overall success. 

A few notable moments in the fashion world that left waves of embroilment in its wake. One example that is less deemed “controversial” and more of a “head-scratching disappointment” is the showing of Saint Laurent A/W 2013 line on the runway. In recent news Hedi Slimane’s grunge-inspired women’s wear outing for Saint Laurent in Paris, France, left a bitter whirlpool of criticism towards the unique collection, which made me  wonder…..Will this reflect on where the fashion house may be headed?

Saint Laurent A/W 2013(Courtesy of: avenueswank.com)

It was reported that many guests simply left in a state that ranged from amusing confusion to offended disbelief. Some top editors were even left questioning whether or not it was a prank or not. After puzzled and tempered guests left, New York Times reporter Eric Wilson, in his review later stated the event a “conflict,” addressing the bewildering divisive nature of the collection.

After witnessing the collection, WWD reported wondering “is playing a cutesy, disaffected-youth hand enough to propel the house of Saint Laurent into today’s luxury stratosphere — especially if the targeted air space is that in which Chanel and Dior reside? That, too, remains a question.”

Saint Laurent A/W 2013
(Courtesy of buisnessoffashion.com)

This is not the first time Yves Saint Laurent’s sparked a not-so-bright light. A Nazi-inspired show in 1971 was once labeled simply “a tour de force of bad taste” at that time but in light of recent events, it has led to thoughts of a deliberate attempt by the complicated designer to provoke negative reactions.

Perhaps this is the designer of the luxury brand’s attempt to prove that he “refuses to be influenced by such expectations”.  Whatever the reason may be, faux pas is faux pas ...no matter how you spin it.

Other not-as-recent fashion business bloopers that stirred up less-than-positive scrutiny ….
Harvey Nichols infuriated shoppers who received flyers in the mail publicising their 2012 summer sale. These advertisements featured a woman with her clothes soaked around the groin next to the slogan: "The Harvey Nichols Sale... Try To Contain Your Excitement!” Perplexed? 

Harvey Nichols
(Courtesy of: fashion.telegraph.co.uk)

Needless to say such off-putting marketing did little for shopper’s patience though it was claimed to have been meant “lighthearted”.

Vogue Italia
(Courtesy of: fashion.telegraph.co.uk)

Then there is the Vogue Italia's fashion website which once altered a trend titled "Slave earrings" from its website amid claims of racism. The feature based on large, gold-hooped earrings faced a sting of worldwide criticism, the strongest of which claimed Vogue Italia was guilty of a "disgraceful" attempt to "glamorize slavery". The editor later retracted the title claiming “bad translation” and was later amended to title "Ethnicity earrings".

Topshop Ad
(Courtesy of: fashion.telegraph.co.uk)

Topshop not too long ago removed an image of model Codie Young from their website after complaints that she looked too thin replacing it with a different image of the model where she looked a “healthier weight”, refusing to remove all of her pictures maintaining she was a very healthy size 8…. (Seriously???)

Beyoncé’s African-inspired photo shoot for L'Officiel’s 90^th anniversary edition had intentions of honoring Africa's influence in fashion, but rather left readers offended by the pop-singers heavily blacked-up face for the shoot.

L'Officiel Ad
(Courtesy of: fashion.telegraph.co.uk)

This shows the importance of marketing in the fashion industry and how it is so important the brands get it right in order to retain customer loyalty. There’s a difference between throwing caution to the wind and being brave enough to design something imaginative yet different. And many fashion brands over the years have had to learn the hard way!