Tuesday, August 4, 2009

From the makers of Apple, GOOP, and Moses...

Just in case you were starting to get withdrawal shakes from the lack of celebrity+designer collaborations (insert sarcasm here), a new union is at last ready to hit stores. French comfort couture purveyor ZOEtee's has teamed up with Oscar-winner, blogger, and wacky-name guru Gwyneth Paltrow for the label's new FL09 line "ZOEtee's LOVES Gwyneth."

The collection, announced earlier this year, contains luxe jersey knit separates (a hallmark of ZOEtee's) with an almost brooding femininity to their design. The monochromatic (dare, I say drab?!) charcoal and black palette is timeless (read: safe), while the pieces rely heavily on draping and hardware detail.

My major complaint: There is nothing here we haven't seen before.

For MSRPs that start at $550, I need you to come with more than cotton and jersey knit, an Academy Award, and some hippie kid's names! Don't get me wrong, I actually consider myself a quasi-Paltrow fan...and maybe that's why this is so disappointing for me. I expected more than a quirky tunic dress and a sweater vest with metal studs.

And this is my constant gripe with celebrity collaborations...and often many celebrities who fancy themselves to be designers (AHEM, Scarlett Johansson)...instead of getting amazing inspired fashion, we get a gimmick, a press release, a photo op. And while the celebrity is "rediscovering" or "diversifying their role in world of creating," we the consumers are handed down collections of so-so clothing to wear and encouraged to pay top $$$ for it...all because Pepper Potts (LOVE that character BTW) wants to be a designer. I don't think it's fair.

I'm not endorsing the idea that popular musicians and actors should be one-trick-ponies. Not in the least. All of us, regardless of fame have multiple talents (Paltrow, for instance has become quite the kick@ss foodie, and I would eat at her house whenever). But just don't expect me to get all excited about a collection because it has a celebrity's name on it. Collections should still be expected to stand on their own merit in terms of design and innovation. We expect that from Gwyneth Paltrow on the screen, and it should be no different on the runway.

If you're a die hard Gwyneth or ZOEtee's fan, you won't be as disillusioned as I was, and your loyalty will be rewarded by the proceeds of your purchase going towards the London Kid's Company. If you just like to wear things with celeb names on them, save your money and hit up targets next round of GO International.

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