7 posts tagged "Araks"
For the past few seasons, lingerie designer Araks Yeramyan has brought on the likes of Richard Chai, Gia Coppola, Sally Singer, and Julie Gilhart to help shoot her lookbook. For the third installment, she handed out disposable cameras to yet another group of friends and supporters, including actress Michelle Williams, Alexa Chung, Tenzin Wild, Tracy Feith, and Creatures of the Wind’s Shane Gabier and Chris Peters.
“I make a wish list every season. I start with friends, or friends of friends, then add people I don’t know, but who I feel are in some way connected with the brand,” the designer explains of the process. “Some people I have no idea how to get to, but we try anyway—it’s fun.” Williams, however, was no shot in the dark. The Oscar-nominated actress has been a longtime Araks customer and, as Yeramyan admits, “She was the first person I placed on the list for this book.”
As fate would have it, Williams photographed her portion of the project at the Park Hyatt Tokyo—the same hotel that Lost in Translation was filmed at, in which star Scarlett Johansson wears Araks underthings. Here, Style.com has an exclusive first look at the final shot from Williams before it is officially unveiled along with the rest of the images at a private party in New York Wednesday night.
Giving up creative control is tough for any designer, but for her lookbooks, designer Araks Yeramyan of Araks hands off the reins. For the second season in a row, Yeramyan has commissioned friends and well-wishers of her brand to shoot her wares however they want. She sent a small group of collaborators—including Richard Chai, filmmaker Gia Coppola, and model Coco Young—each a camera and two sets of her feminine lingerie. (The results are varied. Chai shot a curly-haired model leaping in midair; Coppola shot hers lounging on a furry shag rug.) “We get the pictures back and don’t alter them before sending to print,” the designer told Style.com. “So you really just have to hope for the best.” To up the ante this time around, Yeramyan included people who weren’t necessarily within her immediate circle of friends. “I always have to push myself a little further,” she explained. “I went on instinct. Some of the contributors didn’t really have the same aesthetic as me, but I still admire their creative point of view.”
I’m almost ashamed to admit this, but despite working at Style.com and spending long days and many nights in front of my computer, I don’t love online shopping. I prefer the up-close experience of my favorite stores—Zero + Maria Cornejo, Aloha Rag, and No.6. How, say, a jodhpur jumpsuit in Sim jersey with grosgrain straps and ori pockets feels and fits are just as important as how it looks, and those qualities are sometimes difficult to capture on a Web site. Underwear is a different story. I like what I like and what I like is Araks’ simple, delicate cotton lingerie. So I’m pretty thrilled that designer Araks Yeramyan opened an online shop this week at www.shop.araks.com. “It’s like having a store,” Yeramyan told me. “I’ll be able to see where things are going, what’s selling well, and quickly respond.” She better stock up on her Antonia bralette, because I’m planning to buy in bulk.
The invites have started pouring in, but one in particular so far has stood out: It’s a tiny letter-pressed card wrapped in lo-fi brown wax paper with our name and address hand-typed on—get this—a manual typewriter, from Araks. We were so charmed we called up to ask how long it took to do all of them. Two interns spent 15 hours at the task, it turns out. Here’s one of them hard at work. The collection itself, we learned, takes pointers from the work of Rachel Feinstein Currin and pics of street style faves like Giovanna Battaglia and Vika Gazinskaya.