Kamali out to democratize fashion via tech tools
Saturday, September 19th, 2009By Nadine Kam
Photos by Nadine Kam
After Norma Kamali’s presentation in the Apple store in SoHo, everyone followed the designer onto the street to see her pieces available now at NormaKamaliCollection.com, NormaKamaliBay.com and in Wal*Mart stores. She believes technology is democratizing the distribution and availability of fashion, and that consumers are no longer willing to follow designers’ and retailers’ traditional schedules
Only one event today, Norma Kamali’s “democratization of Fashion” presentation at the Apple store in Soho. I’m anxious to hear what she has to say because she is a swimwear pioneer and legend who is now blazing a trail in the place where technology and fashion meet. I’m interested in all aspects of technology because it is changing the way we live so radically and the things we do or don’t do now will impact quality of life in the future.
She held onto her white iPhone throughout the event and proclaimed her love for the device. I picked up one two days before leaving home — it’s a long story — and it has been a life saver, not only for email, Internet and phone contact, but providing me with maps and compass so I didn’t waste much time getting lost.
She started her tech track only a year ago, when retailers slumped on their buys. She decided to test sales direct to the public at wholesale prices and she said that made up the shortfall.
Now, this is the part that may change the rest of the fashion world. Technology has made communication instant. In Hawaii, we should know better than anyone, because the diss to Hawaii has always been that it takes a year before trends arrive to the masses. No more. We get the information the same time as everyone else thanks to the Internet, increasing visibility and desire so that more people are dressing up.
So, what she has done, rather than give knock-off artists time to beat collections to stores, is put everything shown up on eBay the day of her presentation in light rain on a SoHo street, knowing people will want what they see now, and not have to wait until six months from now. Maybe that’s why I was in Topshop afterward, trying on a pale pink feather skirt (feather idea Jason Wu, color story Erin Fetherston).
I was also shopping for things that will carry over to spring, such as tny silver sequins and a white cut-out sleeve top from Alexander Wang that I found at Aloha Rag.
The pace of retail, in light of technology may be too slow for consumers, so what happens next? Her presentation gave us something to think about at the close of Fashion Week. Exciting times.
Norma Kamali’s models show designs being sold at Wal*Mart and on eBay through the NormaKamaliBay.com app. All pieces are wholesale priced at $250 and under. It was about 60 degrees in the rain. One of the other swimwear models had chicken skin.
Kamali faces the press and her fans.








































