Norma Kamali’s Spring 2010 presentation was entitled “The Democratization of Fashion” and her presentation at the Apple store in Soho was certainly a step in that right direction. Kamali’s inside presentation before viewing the collection explained how her label is exploring new and exciting ways to experience her clothes, from try-before-you-buy purchasing options to Skyping with experts to get a second opinion on your purchases. Her Wal-Mart collection will soon come complete with a video game avatar experience where you can “try on” looks before purchasing and she’s also designed an entire collection exclusively for eBay shoppers.
I would show you the presentation in the Apple store, but we were prohibited from taking photos or video so you’ll just have to take my word: it was very cool.
The clothes were then presented outside on a long stage on Greene Street next to the store, which was an interesting way to do it save one minor detail: it was pouring rain. Despite the less-than-favorable conditions, the stage was filled with models showing Kamali’s black, white, red and striped items in everything from long evening dresses to bathing suits and maternity wear.
The clothes are not only wearable but affordable, with most designs for $250 and under except the Wal-Mart collection, which is priced at $35 and under. It was an interesting presentation and despite inclement weather conditions, the collection brought fashion to the masses on the streets of Soho and soon, per Kamali’s vision, to shoppers everywhere at every price point.