1 posts tagged "Createthegroup"
Alexander Wang’s new bricks-and-mortar store is a great place to pick up the designer’s collections (not to mention take a quick catnap in his fur hammock). And having set up shop for himself on the pavement, he’s extending his brand farther into cyberspace, too: Today, the newly relaunched AlexanderWang.com goes live, where ready-to-wear will join T and accessories in his e-commerce site for the first time.
“We wanted to elevate the shopping experience, elevate the editorial experience,” Wang said by phone from Florence. The site, a collaboration between Wang and the online design firm Createthegroup, will feature both new e-commerce opportunities (including exclusives available only at Wang’s Grand Street store and the online shop) and content from Wang HQ. A new “Studio” section will include videos—like the new, Craig McDean-shot campaign video with Aymeline Valade that we’ve got an exclusive preview of below—and behind-the-scenes content. (Britt Maren made her own My-Life-in-Wang video, from casting to fitting to walking, while preparing to open the Spring ’11 show.) Editorials will feature, too, including a new one with Anna Dello Russo shopping the Grand Street store. And a series of “Flashbacks” will give glimpses into the brand’s past.
Where shopping is concerned, each season Wang will work with an artist, editor, or friend to create custom masks to obscure models’ faces in the e-commerce product shots. First up, for the launch: Terence Koh. “There was a big focus on an all-white collection [for Spring] and Terence came to the show—it was like a blinking sign right in front of our face,” Wang said of selecting his first collaborator. “I gave him very, very little [in the way of] guidelines. It has to obscure the identity. Other than that, [I said] I want you to be as creative, to have complete freedom to do what you want.” The result (left) is a kind of halo—one worn not on top of the head, but in front of the face. “It’s like a fluorescent tube that the models wore, so that each time they stood in front of the camera and the flash went off, it reflected a halo in front of their face.”
It fits with the cool, slightly skewed profile that Wang has been pursuing with his label for years. And so, in fact, does the entire site, now brought up to speed with its racing creator. “It’s definitely still the same brand,” Wang explained with a laugh. “[Users] will feel the DNA behind it—but it’s punched up about 20 notches.”