Those in the fashion know were bestowed with a conglomeration of DJs, designers, fashionistas, foodies, and those in-betweeners, composing the culturally delicious canvas that is New York. Held at SoHo’s Greenhouse on Saturday, May 12, Ladyfag’s Pop Souk ran from noon till 6 in the evening. Amidst funky tee shirt makers, scented candles, and tattoo parlor stations; the experience bore much resemblance to what would be behind the scenes of a Lady Gaga video shoot.
Most notable was Yuasa’s Loungewear, a simple business endeavor by Michael Yuasa, which aims to revise the oversized American boxer short. Retailing for $45, they were sold for only $15. In simple hues like mauve (but I think blush is more accurate), indigo, and white, the cut of this designer short is slimmer and more comfortable than your average Fruit of the Looms. Depending on context, these could totally be worn out, like a summer pair of micro shorts. Yuasa is a name to keep on the NYC radar, the young man seems to have a few tricks up his sleeve, dabbling with design, food, fashion, and photography. A L.E.S. donut concept is in the works.
Launched in London, six years ago, Badoo is a social discovery website that is set on winning the hearts of America, particularly New Yorkers. Unveiling its very-first U.S. advertising campaign, Badoo hired Exposure, an independently owned international creative agency, to splatter streets and subways cars alike, with witty handwritten statements that profile the cool people that make up the lovely city of New York. As expected, the campaign documents that Badoo is the preferred meeting social media platform.
What struck me most about the campaign, is the resurgence of handwritten letter forms, particularly those of the messy, inky, variety. While it is not the most favorable as far as visual accessibility is concerned, the result is stylish, attractive, and outright luscious.
The copywriting style of “I Want”, employed as a tagline, brings about the right mix of wit, humor, and whimsy. Additionally, the juxtaposition of incorporating old fashioned elements such as handwriting and even print as a medium, bring forth an interesting dimension to a campaign that is promoting a social media platform.
Here’s what one of my favorite advertisements read:
“I want to blow your mind. I’m an enigma, wrapped in a puzzle, wrapped in bacon. I like long weekends of the four day variety. I’m never late, unless I figure a good excuse. I’ll keep you on your toes and sweep you off your feet. And I want to meet new people.”
This May has presented us with a manic spring, mixed with moments that feel simultaneously humid and chilly. Yet beyond that thing called utility, in 2012, the go to piece of outerwear, for men and women alike, even in the office, is a jean jacket.
Donning a rumpled denim jacket can exhibit an American sense of cool that is equivalent of Italian sprezzatura. If the fit is right, it can be stylishly foolproof. Think of Kanye West with a white tee, rolled up denim sleeves, khakis, a gold watch, and a pair of Ray Ban’s.