STAR POWERCelebrities make their mark on fashion
“Who are you wearing?” scream photographers at their famous subjects before today’s awards shows, amid the blinding flash of cameras. It’s that time of year again, when the proverbial Red Carpet and its showcase of fabulous and less-than-fabulous fashions often spark as much interest and discussion as the nominations themselves. And as outrageous and extreme as some of the ensembles that celebrities don, a pondersome question lingers: Do the wardrobe choices of the stars impact fashions for the regular Jane? “There’s no question that celebrities impact fashion,” attests Ed Cortese, a stylist who has worked with publications such as Harper’s Bazaar and GQ. “And in a very big way.” “They are the gatekeepers of fashion,” agrees Stefani Greenfield, co-owner of Scoop NYC, a line of hip boutiques in Manhattan and the Hamptons, who counts many luminaries among her customers. “From a design standpoint, celebrities give trends validation.” “Celebrities are our new designers,” relates Irenka Jakubiak, editor-in-chief of Accessories Magazine, the trade publication. “The Red Carpet is our new runway. Designers are going overboard to make the product, and manufacturers and retailers are turning stuff around fast to have it available for consumers. It’s a trend that doesn’t look like it’s stopping.” Asserts Allen B. Schwartz, design director of A.B.S., a women’s apparel manufacturer which interprets Red Carpet fashions for the everyday woman, “The awards shows are the ultimate fashion shows. Celebrities carry a tremendous influence.” Citing data from the Cotton Incorporated Lifestyle MonitorTM, Kim Kitchings, director of market research and planning for Cotton Incorporated, says, “We’ve seen a significant trend upward from 1994 to 2003 in the percentage of consumers looking toward celebs as fashion inspirations.” She notes that nearly one in every two women ages16 to 24 credit celebrities as a fashion force in their lives. “These young women are immersed in magazines, movies, television shows and especially MTV, and they take their fashion cues from them.” Scoop NYC’s Greenfield says that her customers are proud to make the celebrity-fashion connection. “They bring their tear sheets from magazines and descriptions of something they saw on The Today Show or Access Hollywood, and they’re desperate to find it. In fact, a few years ago, Gywneth Paltrow wore a pair of Blue Cult jeans and so many women came in asking for the pant that we just started referring to it as the ‘Gywneth’ jean.” In addition to the Oscar winner, Greenfield also points to stars such as Madonna, Jennifer Lopez, Sarah Jessica Parker and Kate Hudson as celebrities who have an impact on fashion. “Look at Sex and the City,” she continues, with reference to the enormously popular cable series; “It’s a prime example of how a television show can get people excited about clothes.” Creating excitement is what it’s all about, and there’s no doubt that women will be copying what they see at awards shows for the special occasions in their lives, proffers A.B.S.’s Schwartz. “Women will be buying colorful satin dresses based on Uma Thurman,” he says with reference to the magnificent gown the actress donned for the recent Golden Globe Awards. And there were other fashion winners in his estimate. “If the body allows, she’ll buy a dress like Renee Zellweger’s. Then there’s Jennifer Aniston, who showed that a simple dress with a touch of rhinestone could be fashionable.” The tie between fashion and personality has become so strong that many celebrities now endorse their own apparel lines. Shares Robert Passikoff, president of Brand Keys, a research consultancy, “There’s a halo effect on fashions with a celebrity association.” But that’s not to say that a collection can draw on star power alone. “Today, we’re dealing with a smarter and more sophisticated audience. Celebrity in and of itself is not enough of an added value or differentiator; it has to have worth and value for the consumer. It isn’t simply a case of build it and they will come,” he says. But while the celebrity influence does seem to ebb proportionally as a woman ages, it still plays a large role in the wardrobes of average women. According to the Monitor, 26% of women ages 25 to 34, and 24% of women ages 35 to 55, indicated that celebs served as their personal fashion innovators. “These are strong numbers when you consider that one in four women in these age groups is crediting celebrities directly as a fashion resource,” reports Cotton Incorporated’s Kitchings. “Celebrity influence is likely a lot stronger when you consider that people in the media spotlight have an indirect and subliminal effect on the general population, and this translates to our fashion choices. A woman who may not directly point to a celebrity influence in considering her wardrobe is likely to purchase something within a trend that can typically be tied back to a famous person.” Asserts stylist Cortese, “When something is embraced by a celebrity and a trend originates, it can generally be found in the high-end couture and specialty stores that season. In the second season, the trend can be seen in department stores and, in the third, at the mass level. It has a trickle-down effect.” Concludes Kitchings, “It’s great to know that even if you’re not a celebrity, there’s nothing holding you back from dressing like one!”
|
Print This Page
This story is one in a series of articles based on findings from Cotton Incorporated’s Lifestyle Monitor™ tracking research. Each story will focus on a specific topic as it relates to the American women’s wear consumer and her attitudes and behavior regarding clothing, appearance, fashion, fiber selection and many other timely, relevant subjects.
 | |
POWER SEARCH FABRIC LIBRARY DID YOU KNOW? MEET COTTON CHARACTERS LOOK AT OUR ADS POST CARDS DOWNLOAD MUSIC HOME TERMS & CONDITIONS PRIVACY POLICY UPDATE EMAIL PROFILE |
|