A rose by any other name...
sometimes a purchase is just a purchase, and sometimes it's about bringing home a new member to join the family. browsing for a fall hat, i came upon this cute little wool cloche. i immediately liked the shape, it was exactly what i was looking for, but i hesitated and wanted to know more about the label/designer. [SCHA] is the label, artist ewa kulasek is the designer. an artist! i was intrigued and inched closer to making the purchase. but i still wanted to know more about the background of the hat and the label, i wanted to see if it was connected to a larger picture that i found appealing. i googled (naturally) and found the label's site, where i was assured by the following verse-like prose that the hat was associated with lofty design ideals, was the product of lofty design ideals, and therefore my own lofty design ideals would remain intact and even be reinforced by the acquisition of this new item:
What is important about my hats:
they are about form,
they are about colour,
they are about structure,
they are not so much about decoration,
they are about beauty,
they are about simplicity,
they are about reduction,
they are about perfection,
they are to play with.
Most of my hats have many faces.
It depends on the way you wear them.
It depends on the way you combine them.
wonderful, perfect. i was flattered, i was wooed, i was assured. bought the hat, love the hat. is it a weakness or just understandable that i am interested in the whole package? i can say that it adds depth to the item and elevates it if i can understand the item's history (in terms of its inception, not in terms of previous owners. this hat is new.). but a whole lot of it is just simple marketing. i love good marketing. i have purchased hair conditioners truly because the copywriting said that i should leave the stuff in the bottle on my hair for 5 minutes or more "to melt into the hair." if i'm in the market for a hair conditioner, it's for dry hair, and if something is going to melt into my dry hair, that sounds about as thirst-quenching as anything out there. and if it says it will melt, (in my sucker of a mind) it's just that much more likely to actually do it than a bottle of stuff that does not mention melting. i'm sold.
here are 2 near-identical looks. on the left is brazilian label layana thomaz (au06) and on the right is chloe (ss06). technically one is a dress and one is a coat, but other than that, they are remarkably similar. yet presumably they will never compete for a customer because each label (hopefully) has its own audience and loyal following. i return to see the new runway shows of designers i have enjoyed previously, designers i have bonded with for one reason or another, before i go exploring new, unfamiliar ones. (being me, i do still go explore though.)
are you loyal to designers who you identify with?
do you know or care to know anything more about a garment than how it looks on?
are you invested in the aura around a piece?
when it comes down to choosing, what tips the scale for you?