Summer 09 will surely go down in history as the season when fashion blogging tipped over into the mainstream. Never have I received so many emails inviting me to blog events, asking for a soundbite or sending me links to big-up-the-bloggerati articles. Today’s Business of Fashion alerted me to an insightful article in The Times that suggests if brands don’t embrace bloggers sharpish, they’ll almost certainly get left behind.
Business of fashion
So much lovely eye candy on the newly launched COS website. Aside from the AW09 collection and a behind-the-scenes campaign video, you can also see the magazine (featuring Grace Coddington and Christina Kruse) and a kind of minimalist blog of things they like. Hope it’s updated regularly…
I went to so many launches last week I’m surprised I managed to get anything else done. In amongst the umpteen bloggers’ events (Arcadia, Exposure, ASOS) there was also a first look at the Zakee Shariff/Roxy Heart collaboration at Beyond The Valley. I have been following Ms Shariff’s work for years and always like her colourful, poetic aesthetic. Roxy (yep, the surf label) have enlisted her skills to guest-design a collection called Fly Like An Eagle for the surfer girl who has grown up a bit. That youthful spirit is still there but the clothes are more sophisticated than sporty. THe pop-up shop will stay in situ at Beyond the Valley until 27th September – have a look if you’re in the area, Zakee has adorned the walls with her own illustrated wallpaper. The collection is also being sold at the Shop at Bluebird, Colette and No-One.
What can I say about Monday night’s workout at the Pineapple Dance Studios, followed by dinner at the Ivy? Memorable, would be an apt description. Me and my lucky cohorts were gifted a lovely big goody bag before the event (which is always a nice touch) containing our choices from the imminent ASOS Pineapple Originals collection plus a pair of I-think-these-are-ironic legwarmers and a copy of Pineapple founder Debbie Moore’s autobiography, When a Woman Means Business.*
We were asked to arrive wearing our chosen dancewear so I obediently turning up in my leopard-print body and Pineapple-logo slouchy tee. “It won’t be a hard workout” promised the PR who I can reveal to be a dirty, rotten, low-down liar. Readers, we stretched, reached, arched, gyrated, catwalked, vogued, huffed and puffed our way through the workout. It looked a bit like this. It was brilliant actually, we totally tore it up. Even better was post-workout we tottered along the Covent Garden cobbles (by now out of our Lycra and into our heels obv) to the Ivy where we were entertained by dance teacher Louie Spence and Miss Pineapple, Debbie Moore herself. Wow, could these two tell stories (alas, not much that can be repeated here – or anywhere else for that matter).
Debbie’s story is a fascinating one though. She started off as a model before deciding to open a dance studio in an old pineapple warehouse. Don’t forget, this was the eighties, before Tamara Mellon and Natalie Massenet and Debbie had not an O’level to her name nor an iota of business experience. Not long after, she launched her clothing line and shortly after that she became the first woman to float a company on the London Stock Exchange. A few years later she bought the company back and continues to run it from the same building in Langley Street.
*Reading it already. It’s excellent.
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