Norma Kamali has always been at the forefront of Fashion, especially when technology is concerned. And this year, when she presented her Spring 2010 collection and iPhone app at the Apple Store in SoHo, she proved it once again.
The designer and self-confessed App-a-holic was interviewed by Omar Wasow about the ways technology is helping push her company forward, despite the economic climate. As mentioned before, Kamali has always used technology in avant-garde ways, much like her designs. In the 80s, she presented her collections and lookbooks using video, and then in the 90s even broadcasted it on the Internet. Her materials have always been technological as well, ranging from parachute silk, to fleece, mesh and stretch materials - perhaps vestiges of influence from her days working for an airline in the 60s.
Now, she comes to us with new ideas and new ways to present them, shop them and even wear them. Kamali has collaborated with mega-retailers Wal-Mart and eBay to bring exclusive collections in an accessible way to consumers around the world. The Walmart collection features pieces around the $20 price-point, many of which are convertible and thus can be worn multiple ways, as well as integrated into existing wardrobes.
The eBay collection idea sprung from the avid search of collectors rushing to the mega marketplace in search for vintage pieces from the 60s to the 80s as Kamali became more and more collectible. She decided to cater to this consumer and create pieces inspired by her 'Greatest Hits', like the parachute skirts and sleeping bag coats, in an effort to satisfy the demand of her older pieces. Unfortunately, there were no pin-up swimsuits to be seen. The colors were also very neutral: black, white, gray and red. None of the fun bright fleeces from the 80s. Plus, isn't the whole point of buying vintage that it's unique, sustainable and stylish? If it's not unique and sustainable anymore, I don't think the stylish is going to entice those same consumers to push the 'Buy It Now' button.
Her signature collection, OMO, features timeless pieces and the innovative designs that Norma Kamali is known for. It is also now made entirely in the U.S.A. This collection is clearly the cornerstone for what comes next. There are also new and exciting ways to shop the OMO collection, including a program of Try Before You Buy, where they ship the items to your house so you can try them on and see how they fit into your wardrobe. The Kamali staff can help you style the items via Skype, and you can always ask more questions via Twitter. This program has also been extended into Tupperware-style parties, where you can order a few things and invite your friends over so you can all try them on - and give each other honest opinions.
I love Norma Kamali as a designer and innovator, and admire her as a business woman as well. However, I do feel that working with two of the most-hated big companies in the world, Walmart and eBay, who are known for being unethical in their behavior towards their staff and suppliers, sends a confused message to a lot of her fans. We love her because of her ideas and designs, which is why her work has become historically significant and therefore collectible. She knows that the best scenario is when a collection is made locally and sustainably. She uses technology to bridge gaps and cut costs - why then does she also have to associate with mega-companies like these, instead of stand on her own and live up to her OMO philosophy (OMO by the way, comes from On My Own)? It makes me wonder what these mass-produced self-copies of her work are going to do to the value of the truly collectible vintage ones, and worry that her vision is getting blurry in the midst of the economic crisis.
Norma Kamali presents her collection and iPhone app at the Apple store in SoHo.
Despite the rain, the models wore everything from cozy fleece and striped jersey, to parachute silk and swimwear. All accessorized with clear shoes and umbrellas.
Some of the parachute pieces from the OMO collection.
The models brave the rain in warm fleece pieces from the Norma Kamalebay collection.
The attendees also brave the rain in the open-to-the-public Spring 2010 collection presentation on Greene Street.
Norma Kamali, wearing a jumpsuit from her OMO line, signature sunglasses and folied nails, talks to Fashion Television.
