WOW/CRACY is democracy in Fashion & I vote Hiroko Higuchi

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The Difficulties in Launching a Brand

 

I’ve written before about how smaller luxury brands get their start.  Often it begins with the Fashion Fairs that coincide with Fashion Week.  Working with my husband for his exotic leather belt atelier, we’ve been to plenty of these.

 

They are an incredible investment for unknown brands with no big backers and often they end up paying more money for the Fashion Fair (between paying for the stand, decor, shipping, flight, hotel, meals etc) than they make in orders….at least the first few times. But sometimes the Fashion Fairs are a small brand’s biggest opportunity (or only) for exposure….until now!

 

Wowcracy,#wowcracy,#wefw,wowcracy endless fashion week, fashion week, new designers, how to find new designers, how to launch a fashion brand, how to launch a designer, find exclusive designs online, find cutting edge designers, fashion fairs, what is a fashion fair, vogue magazine, glamour, bazaar magazine, bazaar, #vougue,#voguemagazine,#bazaar,talent, talent scout,fashion blogger,fashion trends, look out for fashion trends, fashion trend for Fall 2014,AW 2014,#AW2014,#FW2014,Fall Winter 2014/15,trends for 2014/2015,socks, delicate socks with heels, which socks to wear with heels, frilly socks, made in japan,#madeinjapan,Japanese designer,up and coming Japanese designer,designers to watch, Japanese designers to watch, HH,#HH,HH AW 2014, bow ties, artisanal,#artisanal,artisanal bowties made in japan, indie,#indie, independent designer,bespoke designer japan bowtie,bespoke,designer, japan, bowties, socks, cultom handmade socks, Hiroko higuchi,hiroko Tokyp,Higuchi Tokyo, bespoke from Japan, embroidered socks,stay ups, sexy socks for women, sexy stockings for women, handmade stockings, Who’s Next, premiere class, pitti, pitti uomo,#pitti,#premiereclass

 

WOW/CRACY

 

I was incredibly flattered and intrigued when Wow/Cracy, the crowd funding fashion site run by Vogue Talents, Glamour and Bazaar, contacted me about being chosen as a trendsetting blogger.

http://www.wowcracy.com/

 

What is Wow/Cracy?

 

Wowcracy gives new designers the chance to have their innovative collections crowd-funded by people who really believe in their creations.  It is jointly run by Glamour Magazine, Vogue Talents and Bazaar Magazine to launch and promote fashion’s next independent designers.

 

An up and coming designer creates a “Project”, which is a capsule collection that can be purchased in advance at a wholesale price.  This collection goes into production, and you are charged and shipped the piece ONLY after their fundraising goal has been met.   It becomes the responsibility of fashion lovers and supporters to help launch a brand and ensure the collection is produced.

 

Each project includes the story of the brand and designer, the designs, lookbook and a video.  When a project catches your eye you Pre-Order from them and PAY ONLY IF THEY GO INTO PRODUCTION.  Meaning, only if the project is successful.

 

Not just any designers can upload their collection to Wow/Cracy, the entire site is curated by industry experts and the calibre of work presented is very high.  No amateur hour here!

http://wowcracy.com/en/lab/user/11322/project/886#

 

Many of the designs are bespoke, leather or sartorial and can be a little expensive, but designers often give supporters the chance to buy just a “thank you” card, a small accessory or even a mention on the funding page in their catalogue, much like a Theatre that is fundraising for a new play.

 

Hh Hiroko Higuchi AW 2014 Collection

 

You must see Hiroko Higuchi’s collection of  men’s socks, ties and bow ties and super feminine women’s hold up stockings and ankle socks complete with a delicate frill.

 

If you follow my Pinterest you know that I’ve had a thing for heels and socks for quite some time and recently tried the look out myself!  I can’t wait to style a pair of Hiroko Higuchi’s ankle socks with a skirt and black heels!

 

Hh is headed by designer Hiroko Higuchi, based in Tokyo and completely made in Japan.  This collection is on its way UP and I would not be surprised if in the next few years all luxury retailers like L’Eclaireur, Louisa Via Roma, Alchemist and Hu’s Wear carry this brand.  How do I know this?

 

Buyers from luxury boutiques  attend the Fashion Fairs and search for the brands that are making a buzz.  After doing a bit of research into Hiroko Higuchi, I can see that they show their collections at WHO’S NEXT, PREMIERE CLASS, WHITE MILANO and PITTI IMMAGINE UOMO, all of the major Fashion Fairs in Europe.  Just the place for a luxury retail buyer to discover the next big thing.

Wowcracy,#wowcracy,#wefw,wowcracy endless fashion week, fashion week, new designers, how to find new designers, how to launch a fashion brand, how to launch a designer, find exclusive designs online, find cutting edge designers, fashion fairs, what is a fashion fair, vogue magazine, glamour, bazaar magazine, bazaar, #vougue,#voguemagazine,#bazaar,talent, talent scout,fashion blogger,fashion trends, look out for fashion trends, fashion trend for Fall 2014,AW 2014,#AW2014,#FW2014,Fall Winter 2014/15,trends for 2014/2015,socks, delicate socks with heels, which socks to wear with heels, frilly socks, made in japan,#madeinjapan,Japanese designer,up and coming Japanese designer,designers to watch, Japanese designers to watch, HH,#HH,HH AW 2014, bow ties, artisanal,#artisanal,artisanal bowties made in japan, indie,#indie, independent designer,bespoke designer japan bowtie,bespoke,designer, japan, bowties, socks, cultom handmade socks, Hiroko higuchi,hiroko Tokyp,Higuchi Tokyo, bespoke from Japan, embroidered socks,stay ups, sexy socks for women, sexy stockings for women, handmade stockings, Who’s Next, premiere class, pitti, pitti uomo,#pitti,#premiereclass

 

Fashion Foresight – Buy the Big Designers BEFORE they are Big Designers!

 

One of the things I love about WOW/CRACY is that with a bit of research you can predict who will “make it big” in the next few years and you have the chance to  buy their designs at wholesale prices.  Hh‘s women’s stockings and socks sell between 18 euro and 31 euro on the site, but in a luxury boutique these would be at least double (but maybe even TRIPLE  when they are sold in North America, because of duty and shipping fees that get added on by the stores).

My husband is a connoisseur of socks, so I think he would love a pair of Hh finely woven and embroidered gentleman’s socks (for Christmas!).  And since the Hh inspiration is “Spice of your life”, with inspiration coming from the emotional relation between a couple, I’ll let you guess what I end up buying for myself…….

 

 

You can find the Hiroko Higuchi Collection on WOW/CRACY here and follow the hashtag #wefw (Wowcracy Endless Fashion Week) on Twitter to join in on the discussion.

Have a great Thursday and Spice up your Life!!

 
REASONS TO DRESS

 

 

 

 

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  • This is beyond amazing. I know so many talented designers that have wanted to/want to break away from their big corporate design jobs but can’t because of money and well… without their big name company they feel like they are nothing (and because of all those contracts can’t even contact the people they do know). This sounds like an amazing venture and I can’t wait to check it out.

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    • Reasons to Dress

      I’m so glad that you totally understood the importance and potential of this site for young designers. WowCracy really does a lot of media promotion for them also through their FB and site. Even if a project isn’t successfully funded it is great exposure none the less and a much more practical alternative for a designer to break through.

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  • Very cool! I also really like those socks. 🙂

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    • Reasons to Dress

      Aren’t they awesome. And these aren’t just any old socks artisinally made in Japan. My feet are waiting!

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  • Reasons to Dress

    EVERYONE needs designer thigh high socks!!!

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  • Hi Angie
    I just discovered your blog through a comment you left on my blog (I guess via LinkUP) & I love it!
    You live in my fav country Italy & your writing is engaging! Just spent more than hour reading your past post….following on bloglovin’ to keep updated with all your new posts.
    Keep it up…and I do love those socks!!!
    PS- your son is super cute!
    Angele
    http://www.theeuropeanmalteser.com

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    • Reasons to Dress

      What a nice compliment Angele! Thank you.

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  • Love the Hh hold ups. Those are perfect for fall, I’m definitely going to try to get my hands on a pair. Congrats for chosen as a trendsetting blogger! It’s great that now more up and coming designers will be able to secure funding with the help of WOW/Cracy.

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    • Reasons to Dress

      That is exactly the idea, it is a way for them to get so much exposure through the big magazines and fashion bloggers without needed the budget. Their pr relies on really good design! Thank you for coming by 😉

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  • WOW/CRACY seems like such a cool and fun idea! I had no idea about this! Thanks for sharing!

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