14, American designer Norma Kamali presented her new season’s
collection in a highly innovative and creative fashion.
Only blocks away from Mercedes Benz Fashion Week’s
tent in New York City, spectators were invited to the David Rubenstein
Atrium at Lincoln Centre to dive into a three-dimensional setting.
A pair of paper glasses, exclusively designed in Kamali’s
stunning signature cat-eye shape, was presented to guests at the
door. As guests entered the venue, they prepared themselves to step
into a whole new fashionable universe. An eight-minute fashion film
featured on a giant screen revealed models in different looks from
Kamali’s spring 2012 collection.
The models on screen, wearing Kamali’s new stylish
designs, shimmied to a jazzy and catchy beat. The 67 chic and glamorous
looks had a fun and sensational allure. When viewers wore the glasses
each piece came to life as the dynamic film continued to play. The
patterns practically emerged from the screen. Many pieces included
vibrant and colourfully bright aspects.
Two models from the film were also present, wearing
black suits with neon lights from head to toe.
Kamali incorporates the idea of three-dimensional technology
on her site at normakamali3d.com, permitting buyers to shop online
by looking at pieces through different angles. Customers will be
ready to commence their 3D e-commerce experience by becoming fans
of her Facebook page or signing up on the website to receive a pair
of the funky glasses (for US residents
Kamali spoke to us about her new season’s collection
and shared her idea about fashion expanding in the third dimension.
Above Norma Kamali with the author.
Lucire: This season you chose to present your new season’s
collection in a 3D fashion film. Could you tell us how you came
up with such an innovative idea such as this?
Norma Kamali: Well, I saw a film called Cave of Forgotten
Dreams [a documentary by Werner Herzog] and it’s a very
kind of dry documentary but it was done in 3D and so there were
no special effects. So I’m looking at it and I’m seeing
the man’s shirt pop out, and I couldn’t concentrate
anymore because all I could think of is ‘I have to do this
I have to show my collection in this way.’ I was obsessed.
But the real innovations are the fashion pages on our website that
are 3D and [have] never been done before. I like doing things that
have never been done before so it was really fun to do the collection,
to do it for the film and to present it in this way.
How long did it take you to put the collection together? How
long did it take you to put the film together?
The collection took the normal time [to put together]. But the film,
we shot it in one day and edited it in four days.
What is the theme for your new season’s collection? Is
there a certain technique you have when you begin to put a collection
I think it’s kind of an organic thing. You feel what people
are feeling and I think we want to feel good
it is a very
difficult time. Clothes really make a difference for how we feel
and I acknowledge that, finally, after all these years. I thought
I want to make happy clothes, I want to show them on happy girls,
I want the experience to be playful and entertaining so: lots of
colour, lots of texture
Clothes that are activated-it just
worked the way I wanted it to. And the models
came together to tell the story in that way.
As we watch the models dance we are also watching happily confident
women. Could you tell us how you think a woman should dress to incorporate
that dash of confidence in their style?
I think every woman knows what they like. Even little girls, when
we’re three or four years old, we know what we like. Nobody
has to show us a fashion magazine, we know that we like that colour,
we like that style. It doesn’t change and we can’t allow
people to change our minds about what we like
When you like
something and you look good in it, you look fierce. You’re
invincible, nobody can come near you; you’re radiant and then
that message gets sent and it’s really powerful. So it’s
really know what you like and build on it and make it better, whether
it’s make-up, the way you wear your hair, the clothes you
wear. Go for what you like and not what you feel you should like
Each season you pick that way and you decide, and then people
will follow you. They like people who know what they are doing.
Your designs have been seen on a number of celebrities including
Farrah Fawcett, Lady Gaga and Beyoncé. Is there another celebrity
that you have not dressed yet but would like to?
I dress pretty much all the ones I’d like to dress so I’m
pretty happy. I like that they choose me and that we don’t
solicit them. I enjoy making them feel good, too.