I’m starting to think some labels could do with releasing video trailers before their collection is fully revealed as a way of enticing customers. Take All of the Above, a four-person collective based in Melbourne, Australia who operate a retail, gallery and studio space. For their SS08 collection (that’s the collection that would go in place of our AW08-9 Northern Hemisphere collection…) of their in-house label Above, they have done a cute ickle video snippet. I see zips. I see zips that aren’t just placed haphazardly and actually have a function to them. I see garments transforming into different things.
Oh, and I also see from their current AW08 collection that the prices are not at all exorbitant. In fact, in a flash, I bought this sheer mesh t-shirt for AUD65 for useful layering purposes.
I was also tempted by the matching sheer dress too but seeing as I have something similar, I’ll limit my sheer intake for now…
So, when the SS08 collection hits the store at the end of August, I’ll be there, waiting for some multiple zip action…
Such a brilliant idea – not only previewing the collection, but giving people ideas of how to wear the mulit-functional garments. genius! Cx
I have loved All of the above since I went to their shop opening in 2006 (I think). I used to live right next door to their shop in Fitzroy, Melbourne, and have a few pieces. I’m guessing what you mean by you’ll be there at the store at the end of August is you will be there online, not actually here in Melbourne, right?
i remember them from my days commuting back and forth between sydney and melbourne. their t-shirt works are brilliant. i love their concept of openness and complete trust in their costumers/clients. only thing i have against their SHEER indulgence right now is that i can’t wear any of it. i just don’t think that sheer tee should do alright over one of my dress shirts.
love,
danny
http://dannydaily.typepad.com
I love the black zipper jacke thing, especially when it was flipped over the head!!!
First off I really like the sheer dress.. You are right releasing a video before a collection launchs is a great idea.. Videos on you tube go viral all the time.. Plus it builds anticipation if your collection is good.