Fashion Notebook

What the 2008 CFDA Nominations Tell Us About American Fashion

Another spring, another awards season for the Council of Fashion Designers of America. We always look forward to this announcement, and yet we always walk away from the press release disappointed. Why? Well, because year after year, it all just feels the same and it's gotten to the point where we feel we could pick out the nominees, blindfolded and drunk, and probably get them right about 90% of the time. But first, the nominees.

In case you haven't heard, the group, whose prez is none other than that lullaby-talking Diane Von Furstenberg, has announced the following nominations for 2008: [Note: The Swarovski awards recognize emerging design talent.]

Womenswear Designer of the Year                                   Swarovski Award for Womenswear
Francisco Costa (Calvin Klein)                                            Kate & Laura Mulleavy (Rodarte)
Lazaro Hernandez & Jack McCollough (Proenza Schouler)     Thakoon Panichgul (Thakoon)
Marc Jacobs                                                                      Alexander Wang

Menswear Designer of the Year                                        Swarovski Award for Menswear
Thom Browne                                                                   Patrik Ervell
Michael Bastian                                                                Tim Hamilton
Tom Ford                                                                         Scott Sternberg (Band of Outsiders)

Accessory Designer of the Year                                        Swarovski Award for Accessory Design   Tory Burch                                                                       Philip Crangi
Marc Jacobs                                                                      Justin Giunta (Subversive Jewelry)
Michael Kors                                                                     Joy Gryson

Well, congratulations to all the winners. Then again, we're sure they've heard it all before. Actually, they have. Let's take a quick, two-year trip down memory lane, just with the marquee awards.

CFDA Nominees 2007                                                     CFDA Nominees 2006     

Womenswear:                                                                  Womenswear:
Oscar de  la Renta                                                            Francisco Costa (Calvin Klein)
L. Hernandez and J. McCollough (Proenza Schouler)            L. Hernandez and J. McCollough (PS)
Marc Jacobs                                                                     Marc Jacobs

Menswear:                                                                       Menswear:
Steven Cox and Daniel Silver (Duckie Brown)                      Thom Browne
Ralph Lauren                                                                    Ralph Lauren
Italo Zucchelli (Calvin Klein)                                              Alexandre Plokhov (Cloak)

Accessory Designer of the Year:                                          Accessory Designer of the Year:
Marc Jacobs                                                                      Marc Jacobs    
Michael Kors                                                                     Michael Kors
Derek Lam                                                                        Tom Binns

Notice anything? Like maybe the fact that the nominees in the
womenswear category have remained virtually unchanged (with the
exception of Oscar de la Renta) for the past three years? Or that Michael Kors (pictured, right, doing his Project Runway duties) and Marc Jacobs have been the accessory designer of the year nominees for three years running, as well? The only thing that seems to have changed much at all is the men's category.

In his statement regarding this year's nominees, CFDA executive director Steven Kolb lauds the way in which "this year's nominees and honorees reflect the strength and vitality of the American fashion industry."

Really? It seems to us that it suggests the industry is rather stagnant, with only the same three names worthy of distinction in each of the categories. And let's not forget that chief among those names, Mr. Marc Jacobs, seemed poised, only a season ago, to take his whole operation to Paris. But we digress.

In essence, it would seem that the CFDA nominations this year, and as we've demonstrated above, the past several years, prove that American fashion is a pretty rarified echelon in which only a standard round of top names compete for industry prizes. For an industry where the bread and butter is creativity, the stagnancy (why does that word keep coming to us?) of the nominations list seems to imply a less thoughtful approach. That said, if asked which designers we thought were tops in American design, we'd be hard pressed to come up with a different list. Perhaps the fault then, dear readers, is not within the CFDA nominating committee but within our American fashion selves.

It's hard for American designers—hell, for ANY designers—to become established like these award winners anymore, given the difficulties of getting funding and the fact that we live in a world that no longer seems to care about the development of talent as much as they do about constantly having something new, something chic, and something with a name that others will recognize. To that end, CFDA (and Vogue) are to be commended for their work to bring notoriety to new design labels, as they have with Proenza Schouler, who now top the ranks of their regular awards, having graduated from the Swarovski Award for Womenswear. But it's hard to see any kind of sea change in American fashion coming—and perhaps no one wants it—given that these guys are always at the top of the list for women's design.

Here's hoping that maybe Christian Siriano, recent Project Runway winner (whom we can't help ourselves but to shill for), will liven up those ranks in the coming years.

And full disclaimer: This post is not a statement, by Fashion Notebook, that we think any of the nominated designers aren't talented, or are not worthy of awards. Rather, it is a statement that we've seen these same people getting awards and nominations for years, and we're wondering why there's no one else in the American fashion ring worthy of such distinction by the CFDA.

Week in Review Pt. 2: In Which Gap Rethinks Marketing Spend, Reebok's CMO Moves Into the Driver's Seat, and Airwalk Taps MySpace Celebrities

Once again, we're sorry that we've been silent for so long! But we've been writing a lot for that dying industry: the print book. Hey, you gotta eat!

Anyhow, here's a brief recap of our stories from last week, and this week, along with that snarky commentary that you guys seem to love. So here's a few things that you might have missed.

And now... back to the recap. (We promise some new stories very, very soon!)

Gap Brand Forgoes Spring TV Spot, Amid Tightening Following Rough Quarter
After Gap reported fourth quarter sales of $4.67 billion, a 5% drop from last year, the company had some interesting news on the marketing front.

The company is actively looking to trim costs as it weathers a “volatile economic environment,” said CEO Glenn Murphy, in a conference call to analysts on Feb. 28.

The struggling retailer will reexamine its marketing plans for the second half of 2008, once it has a better understanding of its holiday efforts, said Murphy. “We’re very aware of the environment in which we’re operating in 2008, but not all of our marketing money is being revisited," he said. "Some portion is being re-looked at to make sure it’s being used appropriately, given that consumer sentiment is where it is, and that particularly applies at Old Navy.”

The immediate marketing plans for Old Navy and Banana Republic would remain similar in scope to last year’s, while the company has decided to forgo a spring TV campaign for the Gap brand, said evp/CFO Sabrina Simmons.

The primary focus of spring marketing for the namesake division will be print and in-store efforts for the retailer’s footwear collaboration with designer Pierre Hardy, due out in March. Additionally, Gap will launch a capsule T-shirt collection, a design collaboration with the Council of Fashion Designers of America, which will hit retail stores in April.

Hmm... Doesn't sound good. And add that to the fact that, according to Nielsen Monitor-Plus, Gap already cut its ad spend in half for last year, spending an estimated $55 million (down from $117 million in 2006), per Nielsen Monitor-Plus. Old Navy spent an estimated $173 million on U.S. ads in 2007, down slightly from $200 million in 2006.

For the full story, click here.

Reebok CMO Uli Becker Moves Into the Driver's Seat as Prez/CEO Harrington Exits
Uli Becker got a jump last week, when the Reebok CMO was named president and CEO of the ailing brand, following the resignation (forced?) of top dog Paul Harrington, who had been with the company for 12 years.

This is actually something of a growing trend across industries, one that we've been keeping track of. In fact, wouldn't you know, we wrote something about it today. Check out that story, about CMOs migrating to the CEO and presidential roles, here.

Back to the relevance, Becker (photo, left) joined Reebok back in May 2006, following his duties as the head of global brand marketing for Adidas (Reebok's parent company) and managing director of Adidas International in Amsterdam. When he joined Reebok, Becker announced his intent to streamline marketing operations and to unify brand messaging, as the athletic footwear and apparel maker sought to turn its business around and reposition itself in the marketplace.

We like him. He's a straight shooting guy who's looking to get all of those mixed messages cleaned up and get the brand on the track to profitability, all with the kind of efficiency you'd expect from a German executive. So we expect good things, hopefully, and, it would appear, so does Adidas jefe principal Herbert Hainer.

"[Paul Harrington] played an instrumental role in managing the integration of Reebok into our group and laid the foundations for the repositioning of the Reebok brand worldwide," said Hainer, chairman and CEO of Adidas, in a statement. "Uli Becker's proven leadership and global marketing expertise make him uniquely qualified to take the revitalization of the Reebok brand to the next level, both internationally and in the US."

Reebok's marketing for 2008 would be focused on women's running and "American major league sports," underscored in the brand's forthcoming "Your Move" campaign, said Hainer. The campaign, previewed last year, aims to cast Reebok as the brand for individuals rather than hardcore athletes and is part of a larger effort for Reebok to capture the sport lifestyle market.

Details regarding a CMO replacement were not available.

McGarryBowen, New York, is the lead ad agency for Reebok. The company's latest ad campaign launched two weeks ago in conjunction with the release of its first "Freestyle World Tour" collection (but, of course, our readers already knew about that). The product line will include five new sneaker and apparel editions, which will roll out during the course of this year. "Freestyle Tokyo," which launched Feb. 21, will be followed by other editions that derive their name and design inspiration from cities like Paris, London, and New York.

For the full story, click here. For all of our Reebok-related posts, check here. 

Airwalk Looks at MySpace for Brand Models
In its spring 2008 campaign, which hits a variety of alterna- lifestyle titles in June (and it's not the 1990s anymore honey, so we're not talking about gay pubs, but rather the skate/surf/
snowboard glossies), Airwalk went to MySpace for part of its casting call.

In addition to leveraging images of its athletes, including Rodney Jones, the brand cast Lorene Drive, a band that creative director Jeff Buice found on MySpace, to be featured in their ads (check outtake spot, right). Even more interesting is that the ads feature mini-anecdotes from the talent, and directs readers to log onto Airwalk.com to see the full story, and then write in some stories of their own.

Buice told me that the idea is basically to make a social network around ad campaign creative. Yeah, it made us do a double take too. But Airwalk has been on the online game for sometime now, and this is just the latest way that they're engaging with the online market.

"We always do print ads because it still reaches tons of the demo that we’re going after. But the online component is growing massively, out of control, for our [consumers]," Buice told me. "The hook was finding a way to get people to correlate between the two, while still maintaining a focused, singular strategy."

Intrigued? Check out the full story, here.