The new girl: the oppos-IT Girl

by Laurent François

Citizens! According to l’Officiel de la Mode, It girls are dead: viva oppos-It girls!

“Bye-bye les filles vides, les oppos-“It girls” sont féminines mais pas féministes. Elles sont mamans, pas mamas. Elles travaillent dur, ne travaillottent pas. ” Constance Chaillet

To go fast: new girls are feminine, not feminist, they’re mummies, not mamas.

Is it a come-back to conservative styles? The new flavor for Nicolas Sarkozy female’s supporters? No.

“Dès que les choses vont mal, on se tourne vers les fondamentaux. C’est une réaction classique. A cela vient se joindre le rejet de l’anorexie et une attitude générale qui devient antimannequin jetable. Ces filles ont quelque chose en plus dans le regard et dans la tête, et on s’en rend particulièrement compte en ce moment” Alexandre Schwab, de Viva

For Alexandre Schwab, it’s just that after a crisis and a depression, we need to go back to basics and to very down the Earth messages.

Good news: in the era of Social Media, this quest of true meaning happens more and more online. Talent discovering, niche markets are the new hype. In Japan, there’s a fantastic trend around Beautiful Girls” : when stars seem to far away, we need to get some inspiration from the street. Easy, uh!?

French Connection understood it quiet well;  they wanted to destroy the image of the Parisian bitches who first look at the wallets before the eyes:

The thing is that only few brands really play with “true beauty”, the one that is invisible for eyes (lol). So to say, talent.

For instance, Garance Doré signed a limited edition for Gap. But we can obviously wonder if the brand bought a competence, an audience, or both:

A friend of mine talked about the coming mash-up between creativity, networks and stories. We should keep posted until September, 9th:

Otherwise, like French Connection, you can probably go to Married to the Mob if you like this wandering Runaway Faye, in a running movie:

RUNAWAY FAYE from The Town Pump on Vimeo.

Thanks Samy T. for the tip.

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