Posts for March 5th 2008
For our girl porn photo shoot, we've featured a few brands that all have (at least) one thing in common. Namely, all are represented by New York showroom Archetype. Every showroom has it's own personality, cultivated by everything from whom they represent, to the space they occupy, to the state of their toilet and the condition of the their sample closet. As a designer, choosing (or being chosen by) a showroom can play a great deal of importance in your image and success. After all, this is how those precious collections get picked up by buyers or pulled for press.
Archetype, who reps, among others, Corpus, Fremont, Samantha Pleet, The Cast, and Surface to Air is a showroom with a relaxed vibe and a handsome staff. In a space with huge windows and wooden floors sit May Kwok and Steven Rojas, press representatives for Womens and Menswear respectively. The two give off the air of being the cool brother and sister team you used to chill with when you were little. Indeed, while they finish each others sentences, you begin the understand that Archetype is not as disjointed as other operations and that, because of the showroom's history and the personality of the lines they represent, they've a unique strength and purpose.
Archetype, just a few years old, cultivates that appeal by way of their penchant for friendship. Where both Kwok and Rojas have been with the showroom since it's inception (Rojas previously worked with the founder, Audrey Gingras) the showroom also represents brands that have connections outside of Archetype. The Los Angeles based designers of Fremont and Corpus, for instance, have been friends for years. This was, pointedly, the first thing Kwok told us when we asked her about the showroom.
Why is this good? This is good because the press and buyers respond to the cohesion. Simply put, if Corpus is a brand that suits your boutique, chances are Fremont will too. If you're featuring Samantha Pleet in a photo shoot, there's porbably a Jenny Yuen handbag to suit the look. Although other showrooms strive for this sense of lifestyle, Archetype pulls it off earnestly and and successfully.
For more on Archetype, check out our quick interview with May Kwok below, and, to see the Archetype cohesion in action, take a peek at our girl porn photo shoot.
What attitude or personality best describes Archetype and the lines that you represent?
The lines we represent all have a strong connection in the art, cinema, music, and fashion world.
Is this identity ever misunderstood or misrepresented by the press? If so, how do you strive to correct misrepresentations?
No. We are never misunderstood. We make sure each publication, website, client, and fashionista understands what Archetype Showroom is and does!
What are some of the differences between working with the larger publications versus smaller ones or websites?
We are reaching different demographic of people from the uptown fashionista to the downtown fashion icon.
What is your average day at the showroom like?
The showroom has such a great & relaxed environment! I come in, answer emails, work on product/editorial requests and stylist pulls, developing new, creative ways to promote the brands and garnish larger feature pieces. Brainstorm publicity opportunities for the brands. Play with our showroom mascot, Sullivan (The cutest dog ever!) There is always something for me to do.. It never ends.
What is the most stressful part of your job?
I have to admit – I have a love and hate relationship with events. There are so much entailed in producing events and fashion shows… but you know, I'm fine after a few cocktails!
And, your favorite part of your job?
My daily communication with the wonderful people I work with in all the different publications, stylists, the designers and the joy I get when I see them represented in a magazine… Its great! Oh and the free clothes isn't bad either.
Trendinista compares Louis Vuitton's Fall/Winter 2008 collection to architecture.