July 23, 2012
Yesterday somebody walked by me on the street with what I thought was a Jaws t-shirt until I looked again and realized that it was one of those $400 Givenchy shark print tops. It didn't look good, in fact, even if it was $40 on Karmaloop and I had a 20% off rep code, I wouldn't buy it.
Last year when Givenchy first looked to low fashion for inspiration and produced their now famous Rottweiler print, they were doing something interesting. The European fashion houses are usually the ones to set the trends by creating new patterns and cuts to set the bar for mainstream brands in later seasons. By going bold and producing printed t-shirts and sweats using luxury materials and production techniques, Givenchy had subverted fashion norms. The Rottweiler became attractive to all age groups who loved street style and were looking for something more luxurious with a more reputable brand name to latch on to- the trend blew up.
This year Givenchy did more of the same, printing t-shirts and sweatshirts with the same prints that woke the brand up from a few years of radio silence. But this time it's no longer interesting. They are printing the same stars, same dogs and same concepts as the last three seasons. Sometimes in fashion this can be successful (see: LV Monogram, Burberry plaid), but a bold graphic dog print is not a sustainable signature for a couture brand. Givenchy is going to need to come up with something new, and quickly in order to keep their new found clientele tuned in.
What do you think? Let us know your opinions in the comments.