Rihanna for River Island
Source: The Telegraph
Big Sean is the latest celebrity to add “fashion designer” to his resume. He recently announced the launch of Aura Gold, a fashion and lifestyle company. The first label under the company is a fashion line called Finally Famous.
Finally Famous will feature tees, sweatshirts and varsity jackets. Big Sean says:
“Launching my own label is a dream come true for me. Even though I have a lot to learn about fashion and the industry, I do know what I like and the small details that make something stand out to me. I look forward to evolving the line with more colors, fabrications and offerings to show the other dimensions of my style progression over time.”
I’ll admit, when I saw that Big Sean was creating a fashion line the first thing I thought was “Do we really need another celebrity fashion line of tees, sweatshirts, and varsity jackets?”
Celebrities, specifically musical artists, have been expanding their brands into the fashion industry for decades. J.Lo (Jennifer Lopez), Rocawear (Jay-Z) and Sean Jean (P. Diddy) are just a few fashion lines from the 90s that were successful during that time. But if you think about it, a select few were able to venture into the fashion industry. Those that did were at the top of their game and having an “urban” fashion line expanded their brand, allowing them to reap the benefits for years to come (global success, expansion into others areas of endorsements, etc).
Nowadays, EVERYONE and their mama have a fashion line. And although that was the thing to do in the past, is that really the next logical step to expand one’s brand now??? Having a fashion line does not seem exclusive anymore and they don’t appear to be accepted very well in the industry, no matter how big the artist is (Kanye West and Rihanna).
Celebrity fashion lines are overrated. I am more interested in high end designer collaborations with mainstream retailers (i.e. Jason Wu + Target), although that too may become overrated if collaborations continue to happen more and more often. But celebrities need to realize that being fashionable and taking risks with one’s style does not always translate to becoming a fashion designer/contributor for a fashion line.
I am not in the position to give advice on how someone should expand their career, but I would hope that celebrities really think about the decision to enter the fashion industry. Fashion stylists creating a fashion line makes sense. But a rapper who wears jeans, t-shirts and sweatshirts? Maybe not. Instead of a fashion line, maybe partnering with a beauty brand or favorite electronic brand would make more sense. There are very few celebrities (Jessica Simpson, Victoria Beckham, Olsen Twins) that have been able to start a fashion empire, be successful and remain relevant.
When it comes to expanding their brand, it might be time for celebrities to think outside of the fashion box.
What do you think about celebrity fashion lines?