The New Fashion: Design It Yourself

The New York Times: “Jimmy Choo is planning to unveil its latest innovation: not a new heel height or shape, but a collection of crystal clip-ons, buttons and bracelets that can decorate pumps and clutches and peep-toe ankle-laced stilettos (even slip-on skater shoes) … to luxe up an otherwise simple pair of shoes according to individual desire.”

“This follows the introduction of Gucci DIY stage 2, a service in the brand’s flagship store in Milan that allows customization of jackets, tuxedos, coats and shoes. Then there’s Opening Ceremony’s new ’embroidery station,’ a sewing machine tucked away in the SoHo store where customers can personalize shirts and jackets with patches and graphics. The service will soon expand to hand-painting, airbrushing and hand embroidery.”

“Theoretically there are protections built in to the customization process, in that the options have been approved by the designer and there are advisers on hand … At least when it comes to the Jimmy Choo offering, nothing is irrevocable since everything is removable … Gucci has preselected the places where DIYers can choose to put their desired patch or initials or embroidery, and Carol Lim of Opening Ceremony … mused, ‘If someone wanted to go really crazy and embellish everywhere, would we say, You can’t do that? We haven’t so far’.”


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