Fashionista has gone from reporting on fashion, to creating it. Sort of.
On Monday, the website broke free of its content-only model and delved into the world of merchandise, with a tongue-in-cheek collection drawing inspiration from Kanye West’s “The Life of Pablo” merchandise, as well as Justin Bieber’s collection with Fear of God’s Jerry Lorenzo, for his “Purpose Tour.”
The five-item drop includes a second-hand denim jacket with hand-painted red writing, “See Now Buy Now,” for $125, which mimics the font and style of Kanye West’s, “Pablo Pablo Pablo Pablo” jacket, and a black t-shirt with “Fashionista” written on it, uses a red goth-like style font similar to that used in Bieber’s “Purpose Tour” collection, for $24.99.
The third t-shirt features the Champion-like logo and reads “Internets,” an idea derived from a Vetments t-shirt, is selling for $29.99. A cap reading “Make Fashion Week Great Again,” of course, pulls from Donald Trump’s campaign and a screen printed tote bag with “See Now Buy Now,” are selling for $29.99 and $17.99, respectively.
Photo by Nina Frazier Hansen.
“It’s a fun way to interact with readers,” said creative director Nina Frazier Hansen. “It’s about engaging people beyond the Fashionista audiences and tapping into the conversation around merchandise and pop culture.”
Ad position: web_incontent_pos1
Photos by Nina Frazier Hansen.
The idea comes from the hype and demand for limited edition streetwear from artists like Bieber, which results in lines around the block at stores selling them. Social media, in particular Instagram has also lead to a re-selling culture among streetwear enthusiasts, where limited edition pieces from pop-ups can be on sold for as much as three times their original price.
While Fashionista’s collection may be a far cry from competing with West and Bieber as far as sales go, Hansen said at least one of each of the items have already sold. They’ve also only created five of the denim jackets, but are willing to create more if the demand is there, she said.
Ad position: web_incontent_pos2
“It’s an offline experience for our readers and a great way for us to reach the eyeballs of people more into pop culture than high fashion,” said Alyssa Vingan, the publication’s executive editor.
