If you have not heard about it yet, it’s time to get acquainted because Derek is fast becoming one with which it will take in the coming season!
Derek Lam is an Asian stylist who lives in the USA and has just been promoted to creative director of Tod’s, the famous Italian brand. The bet ahead is to launch a “global brand” that will be for insider clientele. Why does the Italian firm bet on this young man of 40, who has just come out of the shadows? For she has seen and felt Derek Lam had everything to succeed.
Indeed the USA, all agree that his work is genius. Anna Wintour – editor of US Vogue – herself, has devoted whole pages in the magazine, citing it as the revival of the American sewing. Sign that does not deceive, the most hyped actresses of the moment passed his creations: Mischa Barton, Demi Moore, Jessica Alba, Selma Blair, Hilary Swank, Lindsay Lohan and Nicole Kidman are among its clients attitrées.
But what prompted Tod’s has become interested in Derek Lam is that the designer is far from being an epiphenomenon of the Atlantic, he managed to seduce the French market and even European! Its collections are distributed at the Bon Marché and Printemps.
In these stores, mention Derek Lam as the new great value. We appreciate his creative mode and freed American diktats, which grow usually designers to get the business before creation. Most of Derek Lam is to successfully design chic and wearable clothes without doing something cheesy.
The passion it arouses is mainly due to its style, this is not a Galliano or a Lagerfeld but a discreet man who works diligently and thoroughly. It is to the great Michael Kors, he cut his teeth and learned to refine his style. For a dozen years, he worked at his side, developing with it a totally luxurious American sportswear!
But Derek Lam is also a love of sewing with the French, he knows the codes decline. His clothes enjoy the perfect combination of complex volume and controlled fluidity. In his collections, he loves tapping into the roots of the American people, Mexican-style Amish textiles…
It diverts all its garment design is primarily conceptual. But far from being misunderstood or borderline, Derek Lam has created a fashion that is both classic and highly desirable. Far from repeat flatly tissue of the past, he puts in the context of the time and trying to understand why such a hue and such weaving and recreates them in his way.
His style that mixes functionality (dear to the US from Donna Karan), luxury and fantasy is certainly in large part responsible for its success, but it is not everything. Because when we look at the entourage of Derek Lam, one discovers that his companion to the city, is nothing but a large egg marketing: Mr Jan-Hendrik Schlottmann, who took care of the cosmetic marketing Prada…
Thus it is he who pulls the strings and who developed the business plan of Derek Lam. It was he who decided to waive the unspoken rules of American commerce that drive designers to develop second line that aim to create a commercial buzz. The aim of the brand is elsewhere. The two men do not hide their ambition selective and elitist. They want to dress women who no longer have need of nothing and want above all is the luxury of rarity and exclusivity!
That is why they have surrounded themselves with the best Italian contractors already working for Chanel and Vuitton. Where they are distributed are carefully selected. They are also present in all places highly connoted luxury Dubai, Milan, Tokyo … Derek Lam knows what he wants, a graduate of the famous Parsons School of Design in New York, he prefers to give up a job with a creative he admires always lack of development opportunities.
And from working with Michael Kors. A buyer Spring described as a designer Derek Lam part of the generation who understood that to advance and get a place, you had to play it both ways: press, celebrities, marketing… At Tod’s, Lam plays luxury card cashmere shirt, jacket leather, all supplemented with a healthy dose of attitude BCBG…
The stylist knows what will sell and what customer it serves. But all this does it with talent, knowing infuse this energy collection sportswear US and the seduction of Italian luxury. Its artistic director at Tod’s will surely allow it to become better known and those that will be attracted by its work automatically will turn to his own label. Coup marketing or bungle? Both now seem clearly linked…
DEREK LAM 10 CROSBY SLEEVELESS V-NECK RUCHED DRESS
10 Crosby Derek Lam Jacket & Pants
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DEREK LAM 10 CROSBY U-Wire Bottom, Black
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