Aside from my trusty Converse, trainers aren't something I wear but Superga has swayed me. The Italian sneaker company is doing really well. First up they brought Mary-Kate and Ashley Olsenon board as creative directors of a special line for The Row, back in January Alexa Chung was announced as the creative director of the main line and last week they opened their first American store in SoHo. Alexa Chung was out and about recently pushing the S/S12 collection, which is currently available on Shopbop.
Whether she is in London or New York, Stella McCartney definitely attracts a crowd so the string of editors turning up to congratulate her at the launch of her new Soho store this week came at no surprise.
Guests ranging from faithful Stella wearers, Naomi Watts and Liv Tyler, to David Lauren, Lauren Bush, Erin Lauder and Anna Wintour were treated to an intimate dinner setting in the store with a Meat Free menu created by Mario Batali.
Today Kim Kardashian secured yet another big deal. Sketchersannounced that they've signed on to work with the reality star and her mother, Kris Jenner, to front a marketing campaign including print, television and online advertisements for their Sketchers Shape-ups, set to launch next spring.
The move marks another big business leap for the star, who recently opened another branch of Dash - the store she owns with sisters Kourtney and Khloe Kardashian - in Soho. The past few years have also seen the reality star work with QVC, Bebe and now on a line of special credit cards. The Times recently wrote a piece attempting to explain, or understand, her newfound commercial appeal. According to the paper: “'There was a time when Paris Hilton topped that list, when she was the most famous person for being nothing we had ever seen,' Mr. Passikoff said. (Ms. Hilton is now in third place.) Interestingly, he noted, many consumers associate Ms. Kardashian with entrepreneurship, far more so than with other celebrities."
This sentiment is clearly shared by Leonard Armato, Sketcher's Fitness Group President, who said: “The Kardashians are the definition of pop culture....Everything they do, people are inspired to emulate.”
This is the first time the brand have brought on a celebrity outside of the sports field to front the product - the most recent celebrity spokespeople include athletes like Joe Montana and Karl Malone. “Kris is someone who career women and moms look up to,” Armato explained when asked about the decision to hire the pair. “And Kim is probably the hottest celebrity in the world right now. The heat she generates is unprecedented.”
Agyness Deyn is a jack of all tades. When she's not walking the runway or appearing on magazine covers, she's working as the editor of her new fashion site Naag.com. Now the model, alongside Nagg.com partner Fiona Bryne, will produce a series of video blogs and news flashes at New York festival, Jelly Pool Parties.
Deyn's new gig is sponsored by All Saints in aid of their 5th anniversary. The high street retailer are trying to drumb up attention, particularly since they opened their first store in the United States recently in Soho and have decorated an exclusive VIP pub with their signature decor in aid of the event.
If like us, you've fallen in love with the eclectic mix of feminine wardrobe staples from Sea New York, we all have a certain casting director to thank. Sean Monahan was working in finance and marketing before meeting said casting director prompted Monahan's move into fashion. After years of designing feminine pieces for friends, Monahan founded the brand in late 2006 with an aim to create 'clothes that make girls smile'. The Fash Pack caught up with the designer to talk about his love of downtown New York and his best friend Monica.
Geometry mixed with soft silhouettes seems to be the strategy of late for designer Nico Didonna, who's been getting his fair share of buzz the Vauxhall Fashion Scout side of London Fashion Week. The Italian designer, who moved to London in the '80s, is stocked at boutiques worldwide but has his main shop and studio right here in the UK capital.
Nico D, whose autumn/winter catwalk video is here for your viewing pleasure, opened up his studio to The Fash Pack. He filled us in on everything from his iPod selections to his favourite foods to eat on-the-job.
We want it: Eley Kishimoto, APC, Sonia by Sonia Rykiel, Vivienne Westwood, Marc Jacobs...I'll stop namedropping. This vintage boutique in Soho has all its stock handpicked by two owners with an eye, Max and Pippa.
They need it: Hungry people. The shop is in a basement, with a patisserie above it. Ooh la la.
Go get it: 27 Greek Street, W1 (open 10.30 a.m. to 6.30 p.m. Tuesday to Saturday)