Uniqueness

Honest to god, I didn't think much of the name Nowness when it first debuted and certainly Alessandra Facchinetti's new project entitled 'Uniqueness' didn't inspire much enthusiasm either.  Something about tacking on 'ness' on to a word that makes me think of a non-committed attitude – like they can't quite believe it's about the Now or the Unique.  Still, what's in a name any way?  Nothing evidently, given Nowness' amazing content and success and no doubt, Uniqueness should take off, if we're all ready for the tide of change in fashion that everyone loves hyping up.

Uniquness is a project conceived between Facchinetti (ex-Gucci and Valentino designer) and Pinko's Pietro Niegra.  For those of you in the States or anywhere which hasn't been Pinko-ified, Pinko is sort of like a mid-level brand – a more expensive J. Crew/Banana Republic if you will with a slightly sexier leaning.  It's not a label that normally floats my boat but Uniqueness is a completely separate and different kettle of fish.  When I met up with Fachinetti during Paris Fashion Week (yes, I now have casual tete a tetes with designers… ), she was quick to point out that Pinko were merely faciliating the venture and quite separate from Uniqueness.  This line won't even be sold in Pinko stores as it is purely online.  In fact, the whole basis of Uniqueness stems from its name – it's trying to do something unique in mid-to-high end fashion by bucking the timelines,the delivery date norms and corporate web norms.  Basically, at the moment there is one core collection that was pretty much available to buy as soon as it debuted in Paris back in October.  It's not being called a S/S 12 collection though.  It will drop throughout the next few months and Facchinetti will design pieces as she goes along, building up the Uniqueness repetoire, releasing collections to press and getting them up online as soon as they have debuted.  

Facchinetti sees little point in seasonality and in this collection where faux fur coats, trenches and knitwear all jostle with light shirts, flippy skirts and loose chiffon dresses, she sees the pieces bought by the customer as layering devices to be worn at any time of the year.  There's no particular regimented theme either – there are odd nods to wartime Victoria Crosses and garrison caps, lava-lamp patterns derived from botanical prints, nods to kilts, metallic detailing, pailettes, deconstructed trench coats and jackets and opera gloves, all in a host of pastel colours and basic black and white.  In other words, it's a peculiarly attractive pick n' mix that there's for the buying sitting somewhere in the Acne/Carven price bracket.  

**EDIT** The Very Simon G pointed out a timely note about the collection in the comments, which I forgot to mention.  Some of the looks are slightly air-stewardess-y.  So if you're up for looking to trial Pan Am trolly dolly outfits without actually being accused of trying to look like a trolly dolly, this might just be the ticket… 

What's more other sections of the site such as moodboard pieces that link up with the collection, their Tumblr page as well as a music section all reflect the transient pace of Uniqueness.  These are methods employed by many other brands and labels to hopefully bring us into their world but Uniquness seem to have the web-savvy to back up their intentions, with their website using an easy-to-digest, low-in-flash Tumblr-type grid format.  I think Facchinetti herself updates the Tumblr and it was clear speaking to her that to her, getting onboard with the internet wasn't some corporate obligation but one that she genuinely believes in because she IS genuinely an 'online' person.  

 

It's all very now with trumpeting 'See Now, Buy Now' and giving us a fancy schmancy website if there's nothing that I'd actually like to 'buy now'.  Fortunately, judging from what's on sale currently on site, I'm quite taken with the interesting cuts of the trench coats and jackets, the modern patchworking seen in this particular dress and detailing such as pleated belts worked into kilt dresses or a metallic PVC leather patch pocket on a pink chiffon shirt.  I even like the randomness of the printed opera length and driving gloves used in many instances in the lookbook.  There's also a lot of Care Bear 'Wish Bear' green in the collection that I can't fail to ignore.  Above all, I liked that Facchinetti has emphasised the layering opportunities in this collection.  Her total looks are meant to be taken apart and reconfigured by the wearer.  In the coming months, there'll be printed bustiers, cycling shorts and short-shorts, sheer t-shirts and other bits and bobs that will come in handy.  I'll be seeing how Uniqueness 'drops' its stock and will hope to make a few purchases along the way just to see whether it is indeed the web destination that we'll be tapping in alongside our general list of shopping bookmarks.