Designer Brett Johnson returns for a conversation on this Before Tacky episode. The Milan luxury fashion head talks about his vision for his label, the quiet luxury trend and the current state of the industry.
My first Pitti Uomo after the lockdowns, opinion, good to be back, but you can’t go back. This time around in Florence the menswear event came across a bit melancolic. The parties were subdued. The number of dressed up peacocks was down. Moving from exhibitor to exhibitor feelings were high yet realistic. There were no expectations of big orders, rather a relief for potential customers to see designers are still around. The best part of attending Pitti Uomo is seeing the range of mens fashion. There is no lack of color or style. I hope retailers take note. Instead of the same brands in every store, try something different.
At the Aqualux Hotel during the “What to Wear In August” shoot there was a moment of inspiration. We decided to act. The hotel has an outdoor barbecue night with live entertainment. Guitar player Simone Clementi performed some sets with his singing partner in front of dinner guests.
1.Borsalino Hat & Robinson Les Bains Swimwear
2. Spring Jackets by Doppiaa, Bag by The Brigde, Jacket by RRD, Shoes by Swims
Musicians tend to have a natural sex appeal about them. Creative energy adds points. Simone kindly agreed to our offer.
Robinson Les Bains Swimwear, Shirt by Massimo Alba, Sandals from Ellesse
For the second day of production we decided to use him. Besides having a slightly edgy look matched with his approachabilty. The guitarist maintains a lean figure working out everyday while watching his diet. He said he has been happy with the results.
As a music maker Simone tours with the group Logic With Terror. Check his Facebook page for news and dates.
1.Sweater by Massimo Alba, Farah Shorts, Ron Dorf Swimsuit, Shoes by Swims
2.RRD Swimwear and Shirt
3.RRD Swimwear
Photographer-Ivan Siggillino, Assistant-Simone Toson, Make-Up and Hair Style-Lorena Palmieri
Shot the Aqualux Hotel, Bordolino, on Lake Garda Italy.
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Black and Paper coverage from the world’s biggest menswear fashion fair. See it all here.
Outfittery is a successful Berlin based start-up company founded launched in 2012 by Anna Alex and Julia Bosch. With 300 employees and over 500.000 customers it has become a model of merging fashion and technology with premium customer service.
Black and Paper sat down for an exclusive interview with Outfittery co-founder Anna Alex at her office in Berlin’s Kreuzberg district.
What inspired you to start Outfittery?
We were inspired by a trip to New York. A friend of ours, a successful business man, booked a personal shopper; it was common there but not in Germany. He was very happy with this experience. It took him a few hours. He was well-dressed and extremely satisfied.
We started to think how could we transfer this type of customer experience to the online world with the advantages of e-commerce.
Did you have a background in fashion?
No, we did not. We worked for Zalando. E-commerce was our background. The people with fashion knowledge are our stylists.
Why do people shop online?
In my opinion it is about convenience, easy, and fast. Our clients really appreciate the convenience. They do not have to shop or look over many blue shirts. We have the right shirt for them.
Who are your typical clients?
Busy business men who are between the ages of 30 to 50, many with families. They have one thing in common, they want to look good.
How do you compare shopping online to being in a brick and mortar store?
Outfittery is a creative shopping space. We do not see ourselves as an online world or a brick and mortar world. We combine the best of both words. We take the personal service and contact of the physical store and combine it with the convenience of the online world.
We do not overwhelm the clients like so many stores and sites. We provide what is relevant to the buyer.
Are there certain preferences your clients like?
Many of our customers are looking for an outfit for a particular occasion. We have a wide selection of looks from sporty to casual chic.
Have you had demanding clients?
All of our clients are demanding. (Small Laughter) They should be! They have high expectations. In a certain way a friendship develops between the stylists and the clients. For the first box sent to the client, the selections may not be perfect, but by the second or third box everything is usually 100% right.
What has surprised you the most since starting this company?
We did not think men liked talking about fashion so we gave the stylist guidelines; all initial client calls should be no longer than 5 minutes. Then we got feedback from our clients. They liked the conversations with the stylists and wanted more time to talk about their preferences. For example; some said they played football and wanted more leg room in their pants. Our stylists learned many details in longer conversations.
Is Outfittery a tech brand or a fashion brand?
That is a good question. It is neither. Outfittery combines fashion knowledge with the support of technology and data.
As a woman has it been hard setting up a startup business?
Setting up a start-up is difficult regardless if the founder is a man or a woman. It is true, there are too few women setting up companies and there are a lack of role models. In the German and Berlin start up scene there are some strong women running their own companies. I am very happy about this and extremely supportive.
Who is your favorite fashion Designer?
I like Scandinavian designers and styles but I am always changing styles. At Outfittery we like to take on young brands. It is exciting discovery new labels and fashion designers.
For more information go to: Outfittery
During London Fashion Week Men’s I managed to ask Mr. Cabourn at his presentation about the collection, Anti-War was the theme.
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John Lobb Winter 2017 Collection.
Images by Vldimir Sichov for Black and Paper.com