Sleeves Magazine Men's Fashion Week Special Men's Fashion Week June 2016 | Page 171
showroom chief among them, I was unable to tell even whether I was holding them the right way up or not. That’ s what you should be aiming for. The longer your audience spends being entirely baffled by the miscellaneous neon and / or tribal print imagery before them, the longer they will be practically and intellectually enslaved to your brand, and the closer you will be to world couture domination.
Why not go one better, like Joyrich, and print a sort of logo slightly off centre on a bandana and send that to people with no explanation? The LA outfitters have teamed up with“ up-and-coming grime artist Novelist” for a new collection inspired by workwear. Apparently. But to the uninitiated, Joy Rich might be the name of a new novelist from the Mills and Boone old school that one’ s grandmother might like to ask her local librarian about. This potential misconstruction of the information is good! Keep them guessing. All is well so long as no one knows exactly what you’ re on about, or what you might do next.
Finally, and perhaps most importantly, do your best to ensure that none of this material arrives in the hands of journalists, buyers or customers until the last possible moment. Preferably the morning of whatever event you are hoping to publicise, or even slightly ater it. Time is the enemy of the successful fashion designer. How is one
to maintain haughty self-regard and an appearance of aloof genius if one gives one’ s audience time to adjust, or worse still, understand? No, it’ s best to spring these things on people very suddenly indeed, and keep them on their toes. Or elbows maybe … Yes, elbows would be better.
So there it is. It’ s quite simple really when someone lays it out point by point for you like this. You’ re welcome. I wish you the best of luck in your quest to talk just like a fashion designer, and I look forward to being able to make neither head nor tail of you at the next LCM!