Words About Things

Fashion advertisements are suddenly being dominated by blonde haired blue eyed models. Where once you would see a selection of different looks selling luxury gifts modelling agencies are seeing increased demand for a more traditional look. Quirky, androgynous edgy looking brunette are apparently not what we want to see during a recession.

“Advertisers, they claim, no longer want the quirky faces that have dominated the catwalks, billboards and weekly glossies in recent years. Instead, they’re searching for safe, wholesome-looking girls with flaxen manes who will reassure rather than shock the consumer.”

Carolyn Asome

Some have suggested that blondes are considered more trustworthy and upbeat. A friendly face will sell more handbags because what we need during tough economic times is something dependable and positive. It could also be assumed that stylish rather than fashionable items will sell better as something that is timeless will provide more wear for the price.

“Blondes are a safer bet for clients who want to hedge their bets. Plus when we’re constantly surrounded by bad news, that blonde stereotype is zingy and upbeat.”

Sarah Doukas, Storm.

There are some interesting theories as to why young blonde haired women are considered beautiful. There is nothing new about blondes being considered the embodiment of the feminine ideal according to evolutionary psychologist Dr Lance Workman:

“Men in the northern hemisphere were drawn to physical signs of youthfulness because women have a limited period of fertility. Fair or lighter coloured hair is one of these signs because hair darkens the older you become.”

Not everyone is banking on blondes however, Paul Smith recently showed his Winter 09 RTW collection which featured mostly brunette models. Others are using ‘healthier’ looking models (this is fashion-speak for less skinny) probably as a response to controversy surrounding size 0.  This might also help to sell, to men at least, as apparently Men prefer bigger women during a recession.

The phrase ‘dress to impress’ highlights the fact that we often think about clothes as more than just shelter from the weather. Even by just throwing on whatever is clean we are sending out signals to others about who we are and how we want to be seen by others. We try and take control over our personal image and align ourselves with certain sections of society.

The Times recently published an article called ‘How To Dress To Please Men‘ which suggested that when women dress their main concern is impressing other women. The idea being that women are far to wrapped up in what other women think about them to give a damn what men think. Or perhaps they just want to feel better about themselves (by impressing other women). The main advice the author Lisa Armstrong had was to not wear weird hybrids such as ‘shoe sandals’ or bizarrely, ‘sock-shoes’. I don’t think I’ve ever seen a sock-shoe but it doesn’t sound like something that would impress anybody with working eyes.

Clearly if women want to impress men confusing footwear hybrids are not the way forward. As one commenter on the Times site says: ‘women always make the mistake of putting clothes on, to attract a man’. No man is going to notice who made your handbags and while we may not complain when you buy beauty products we really don’t think you need them.

Cheryl Cole was recently voted the world sexiest woman and she isn’t exactly known as the most fashion forward/ cutting edge dresser. Somehow most men would rather you wore this (or even this):

Than this:

But you probably don’t care what we think.

Legendary British designer Paul Smith has released his latest collection from his PS Jeans line (not to be confused with Paul Smith Jeans).

PS was launched in 1994 and features relaxed, wearable items with Smith’s signature attention to detail. The colours are muted pastels that remind me of the photographs of William Eggleston with hazy reds and yellows complementing greys and navy blue. The lookbook also reminds me of this painting by David Hockney:

See the catalogue on Paul Smith’s site here.

Last week I wrote about how British fashion is taking off in the UK and abroad. Paul Smith continues to expand his brand worldwide and British themed accessories and luxury gifts are flying off the shelves. It’s not just high end British fashion that is enjoying a resurgence, one of the biggest fashion stores on our highstreet, Topshop, has just launched in the United States.

The iconic brand’s American flagship store is just about to open in Manhattan’s SoHo. It was due to open last Autumn but problems with planning and the re-building of the store held them back.

“New York is one of those first three or four cities that every fashion brand wants to operate in,”  Sir Philip Green

Topshop has been trading in the UK since 1964 with Topman coming later on in 1978. It has been doing well lately as consumers become more interested in ‘fast’ (some say throwaway) fashion aping new catwalk trends for a fraction of the price. The store will no doubt do well in New York with cash strapped fashionistas looking for handbags but may well struggle to take the whole country by storm.

Topshop have an advantage over other high street brands such as Gap according to retail consultant Howard Davidowitz because they can be diverse and dynamic enough to keep up with the fickle tastes of young fashion forward people.

“Gap has been underwater for six or seven years. Along comes fast fashion — H&M started it — and it’s a revolution.”