By Matthew B. Zeidman
In his highly anticipated collaboration with acclaimed director Jim Sheridan on the upcoming gangsta’ film Get Rich or Die Tryin’ (due in theaters November 9th), New York-born rapper Curtis Jackson, better known as “50 Cent,” is no stranger to lending his talents, stardom and savvy to projects that will further his ever-sprawling celebrity empire. He’s one of the more recent standouts of celebrities with signature clothing lines.
In a partnership started in 2003 with lauded designer Mark Ecko, 50’s clothing line, “G-Unit,” reflects a confident, urban street flair that still retains its flavor, yet has mainstream accessibility by marrying simplicity with its coordinated colors. Fiddy translates his urban-inspired sensibility into creating impressive product for even those outside his fan-base, in this growing niche industry.
The creation of clothing lines by actors, singers and athletes is nothing new. Three years following her mega hit-show’s final season, Charlie’s Angels star Jaclyn Smith, still wildly popular then, began a lucrative relationship with Kmart in 1985, which continues to distribute her clothing to this day. That same year, inimitable basketball icon Michael Jordan released his Nike-produced “Air Jordans” (sneakers), which have also withstood the test of time–to date, over 100 million pairs of “Jordans” have been sold, making his the most successful sport shoe ever sold, world-wide. Jordan debuted his new line of women’s clothing on The Oprah Winfrey Show this week, having confessed to his being barraged for 20 years by requests from women to have a line of their own. His athletic mastery, confidence and style are elements infused within the comfortable, attractive work-out/post-work-out wear. And let us not forget Martha Stewart’s long-standing lot of clothing and household items; her name issued a stamp of aesthetic approval for all who sought to purchase her tasteful, branded items. For a multitude of logical, and illogical, reasons associated with celebrity branding and consumerism, these stars continue to see consistent, and generally, upward success with their respective “fashion” lines.
However, not all celebrities strike gold so easily, and while a star’s decision to market his/her own fashion line to the masses was once a risky, carefully planned and marketed affair, a plethora of today’s rich and famous have jumped into the game, head-first. Much like today’s over-sampled music, co-opting both casual and formalwear is almost requisite of being famous for a fleet of burgeoning fashionistas, regardless of their level of expertise in the fickle industry.
Sometimes, these aspiring amateur designers have a natural, curious eye for fashion, as reflected by their own choices; other times, it appears as if their ‘look’ has been assigned to them by an eager army of stylists and designers. Some celebs literally “design” their lines, competing for originality in the notoriously cutthroat industry; others consult and collaborate heavily with more established designers; and a handful will lend their names, as the clothing lines are simply extensions of their on-screen personas, marketed specifically to their fan-bases. Whether they have true aspirations to create a fabric empire, or simply surrender to the allure of the dollar sign, it’s interesting to see what a few of these self-proclaimed clothing gurus come up with on the runway.
The Future
With even the likes of Ryan Seacrest launching his own casual line, namely “The R-Line,” it takes more than a famous face and rich investors to make a clothing line a success, both in the fashion column and in the net profit column. Even highly original ones kick the bucket, be it because of bad advertising, ill pricing, or simple consumer apathy. Who will be the next big celebrity to make a splash next to Donatella Versace or Tommy Hilfiger? Will it be one of the following hopeful hemmers?
Lenny
Well, we actually don’t know what his tentative line of clothing will be called, yet, but singer Lenny Kravitz worries this writer, in that his offerings will only be available at the most exclusive of boutiques in London. (He’s also hinted that they will include fur, which will automatically lock out another large demographic.) Will such a limited appeal in such a limited geographic area allow the line to cover the cost of development and distribution–let alone make a profit?
Blonde Ambition
With her ‘innocent’ All-American teen beauty, her close partnership with the almighty Disney and lyrics that would even give fictional boy band, 2Ge+her, a toothache, Hilary Duff’s aptly titled “Stuff by Hilary Duff” clothing and accessories line does little to break away from her symbiotic relationship with her adoring, born-in-the-90s fan-base.
Little more than Lizzie McGuire couture, “Stuff” features offerings, such as denim mini-skirts (tasteful, of course), classic jeans with a pre-teen flair and tank tops emblazoned with images of ties below the collar (because wearing a real ties is so “Complicated” Avril-era). And for the middle-schooler who gets a warm feeling knowing that the bubbly diva, Ms. Duff, has put her stamp of approval on everything from her eye shadow to her nail polish, there’s a full line of makeup that goes along with the garish garb; in addition, one can purchase Duff-inspired jewelry, backpacks and even bedroom furniture. You might ask, “But what fun is it, if no one knows I worship Hilary?” No problem–the public will be made aware! From her belt buckle to her makeup chair, most “Stuff” items bear Hilary’s design insignia–essentially the “@” symbol, with a heart replacing the “a” in the center. (And you thought Louis Vuitton was creative.)
All joking aside, with limited variety, no offerings for pre-teen boys, or for adults of any gender, the novelty aisle in Zellers is about as far as “Stuff” is branching out into the marketplace. Clearly an attempt to cash in on the tail-end of Hilary’s childhood innocence, it’s little more than an opportunity for tweener girls, on the cusp of adolescence, to play dress-up for one last time, and reminisce about the good ol’ days, when new episodes of Lizzie McGuire were still on the air. Eager parents, already endeared by Duff’s sexless music and family-friendly films, will find this a wholesome way to indulge their daughters’ senses of fashion and hero worship, while not taking too bad a hit to their wallets.
Mblem
Strikingly similar to what you might see Mandy Moore wearing, herself, in paparazzi shots, “Mblem” consists primarily of women’s jerseys, camisoles and T-shirts. While Moore has taken a similar approach to simplicity as Nicky Hilton, her style is more semi-casual than street-wear. Prices fluctuate, but most full-retail items don’t sell for under $50. If you want to indulge in these inviting and uncomplicated, yet pricey articles, wait for an end-of-the-season sale–unless you have $50 burning a hole in your pocket.
L.A.M.B.
With deep colors, bold cuts and unapologetically audacious designs, former No Doubt front woman Gwen Stefani has justifiably earned the title of red carpet darling. However, will her fashions look just as good on your girlfriend as on the gorgeous and unique chanteuse?
Chick
She may be better at keeping a low-profile than her sister (note her ill-fated marriage has long faded from the headlines), but, nonetheless, Nicky Hilton hopes that shoppers won’t overlook her new fashion line, “Chick.” Simple, attractive and priced more in keeping with The Gap than a specialty boutique (though extremely frugal shoppers might consider them one in the same), “Chick” won’t flop because of overpricing, provided it’s marketed correctly, sold in the right places–and doesn’t stick too closely with the comfortable and familiar. After all, even risky shoppers might be reticent to pay $44 for an unremarkable long-sleeve tee or $35 for a tank top. If the Hiltons know anything though, fashion tops the list–followed by hype.
[PAGEBREAK]J.Lo and the Jacket
Also described as an “urban” clothing line, Jennifer Lopez’s “JLO” collection is more “On the Six” than “on the street.” The clothing has a more working class, yet elegant feel to it, reflecting Lopez’s hometown (Queens, N.Y.) inspirations.
Geared toward late-teen to 30-something women, and also featuring a separate line of junior, pre-teen and young girl offerings, “JLO” includes a wide variety of clothing, including skirts, dresses, sweaters, jackets and jumpsuits; and, the eye-catching line, of course, doesn’t skimp on the accessories. Belts, handbags, hats, winter wear, jewelry, sunglasses and watches ensure that the “JLO” enthusiast can put together a consistent, hip package at a moderate price.
As for the daring beachgoer, the swimwear component consists of mostly bikinis, more than revealing enough to get a man’s pulse racing, but also featuring playful cuts, colors and designs. Surprisingly, somewhat more toned down is the lingerie and loungewear line, whose prices are comparable to Victoria’s Secret, but which come off as generic and less impressive than the famed underwear retailer.
Not forgetting the younger consumers, the fashion-savvy junior is far more likely to opt for “JLO” than “Stuff,” as the brand offers everything from tees and hats to jeans and skirts—her designs being far less patronizing, and far more subtle than Duff’s line. Overall Lopez, heralded as a modern-day fashion icon and consistently renowned for her style, represents a more grown-up, provocative fashion role model for juniors looking to expand the flavor found in their closet.
Despite the innovation and uniqueness of “JLO,” however, the lovely Lopez is fighting an uphill battle to get her robes to the register. Following several years of professional success in the acting and music arenas, a large public lashing followed a flop movie and failed relationship with megastar and now dad-to-be (with the other Jennifer) Ben Affleck. Following that PR train-wreck, film production companies have been reluctant to feature Lopez in promotional campaigns for movies, even those in which she plays leading roles, such as Shall We Dance. Moreover, her choice of high-concept and perhaps ill-fitting roles, like the hated daughter-in-law-to-be in Monster-in-Law, hasn’t helped matters much, it seems. Because the “JLO” line appeals and sells mostly to fans of the entertainer, a lessened fan-base does not bode well with its longevity.
Worsening the situation further, Lopez has been the revolving target of P.E.T.A. (People for the Ethical Treatment of Animals) for unabashedly including real fur in several “JLO” clothing articles and accessories. Despite concerns that using such materials directly supports inhumane harvesting of fur in countries such as China, Lopez has refused to replace them with synthetic alternatives–not only upsetting the animal rights community, but also, turning off socially conscious fashionistas—perhaps shrinking “JLO’s” core demographic even further.
While her newly debuted, “Sweetface” clothing line, dripping with jewels and furs, met critical praise from the harshest of judges, for its urban, mature, sexy glamour, only time will tell if Lopez’s fashion line, as well as her career, can withstand the harsh criticism and waning core fan-base.
Rap Chic
In stark contrast, Sean ‘Diddy’ Combs self-titled urban clothing line, “Sean John,” has gone beyond appealing to just fans of his music, to establish a strong and less-fickle customer base. Even though the brand is still relatively new, and still has a ways to go in the realm of establishing full credibility, Combs has created a product that truly resonates with the rap and urban communities.
Featuring suits, jackets, pants, tanks and just about anything the savvy male city-dweller could want, “Sean John” appeals less to the fashionista and more to the urban metrosexual, if you will, who wants style, as well as edge. Using colors, fabrics and designs that traditional menswear designers, such as “Armani” or “Calvin Klein,” wouldn’t dare consider, Combs sells to a niche that is not too small to sustain his brand, but, yet, is specialized enough to market to, both easily and efficiently. In addition, “Sean John” recently added the “Elite” sneaker line to the brand’s repertoire.
Desiring that his market reach beyond the male 20- to 30-something set, Combs is set to introduce a women’s line, simply titled “Sean,” which allows the women of this age demographic to dress with similar urban class, but with a distinctly female flair. It appears that the brand will include jackets, slacks and dresses, among other offerings, and will feature noted actress Penelope Cruz in the initial advertising campaign.
Of course, even if “Sean John” clothing isn’t your style, you could always choose to dress up your car. No, I’m not implying that you should drape a sweater over the hood. “Sean John” actually offers a set of alloy wheels for your luxury car or SUV. Named after Greek gods and Titans, they’ll make your Range Rover, Bentley, Rolls Royce or other value-heavy vehicle the envy of your neighborhood (as if owning a standard Rolls wasn’t enough to impress).
While profits haven’t always been up to par, there are no signs of Combs bowing out of the fashion industry, anytime soon. In fact, in June of 2004, the Council of Fashion Designers of America named Combs the menswear designer of the year. Will his women’s line equally impress his fashion peers? We’ll have to wait and see.
