So last week rammed the point home that trainers are very much back on the fashion radar. Not only did Gucci launch its shinysupersexy Icon-Temporary pop-up trainer store in Covent Garden, but Jimmy Choo has gone all social media-savvy and used an interactive Foursquare/Twitter/Facebook game to launch its first trainer collection. The idea is to follow @CatchAChoo on Twitter to find out where an elusive pair of Choo trainers will be as it flits on its travels around London. If it tweets a destination and you happen to be there, you simply find the Jimmy Choo bag, present it to the Choo representative and say ‘I’ve been following you’. The trainers then become yours, but I don’t know what they look like and how they know they will be your size. Er, maybe you get a voucher? To join all the social media dots, CatchAChoo is also on Foursquare and Facebook. I think it’s a jolly idea but it launched last Monday and I don’t know how much of a buzz it has created as it only has 275 followers on Twitter. I would have expected more. Perhaps the fact that the game is only being played in London has put a few punters off.
Over at Gucci, Frida Giannini has enlisted pop hottie Mark Ronson to design a capsule range of Gucci trainers. Ronson doesn’t have any design credentials but hey, he’s well-connected and looks good in a Gucci suit, I guess that’s enough these days. The trainers are inoffensive but not nice enough to get me to to part with £395 (for the cheapest pair).
Jimmy Choo trainers:
I think I would prefer them if they looked more like Phillip Lim’s AW10 trainers: Having said that, you’d be hard pushed to find me in any fashiony trainers these days. My Nike Blazers and Vandals have been neglected for years because they just don’t sit right with a skinny jean and well, I think I just generally grew out of the whole competitive trainer mania thing.
Although I did get a wee frisson at the Canoe press day when I was introduced to the AW10 New Balance collection. I have always had a soft spot for New Balance, primarily because their old school 576 running shoe is my trainer style of choice – classic, functional with just a whiff of geography teacher. Also, did you know that many of the 576s are made in the UK? But the real reason I love New Balance is mostly to do with one Wes Anderson. The nerdy-but-stylish one has the very same New Balance 576s as me, complete with reflective logo. Fancy! Now I bet you wouldn’t catch him in a pair of Choos.
I have enjoyed this season’s round of press days much more than usual, I think due to PRs editing down their rails and not showing every coat, dress and shoe in the collection. Of the high street brands, Oasis gets the most points for putting on a memorable press day*. This season we got a fully functioning Bistrotheque cafe – I can’t tell you how nice it is to start a day of press days in genteel style with posh granola, tea in a cup and saucer, table service and a fellow who comes round to cut a silhouette of your portrait!
Oasis loves a theme and this time they dreamed up a museum setting with accessories displayed in glass cabinets, complete with explanatory cards. Strangely it did have the effect of making you linger longer to look at the ‘art’.
Oasis is embracing British hertiage style for AW10 with plenty of tweed, camel, equestrian and military references. There are jodhpurs, there are saddle bags, there are saucy leather mini-kilts (could they be the new leather ‘short’?). Coats and accessories are very strong and I heard much swooning over the shoes and ankle boots. A capsule collection of Little Black Dresses was based on “taking an iconic piece from every trend we’re feeling good about and putting it into a dress”, as Head of Design, Iain Ewing explained. This included a ’60s one, a gothic one, a Russian one and my favourite – a long-sleeved sheer dress detailed with black lace and a waterfall of cascading ruffled.
The perfect military coat – look at that piping! Mid-heel ankle boots – you will be wearing them (well I will)
Oasis asked Sophie Ward and Susanna Cole King to write and record poems about the collections… Amy May serenaded the press as they worked the rails
Just been gifted the Boys Own fanzine collection as a belated xmas pressie from my good friend R. In amongst the blasts from my acid house clubbing past I came across this vintage Vidal Sassoon ad. Hmm I can see where Specsavers got their tagline from…