Fashion Week: Norma Kamali

February 18, 2010 by Lila Delilah

Norma Kamali has never been known to maintain the status quo. She has a long track record in changing the retail environment: Customers are encouraged to take home clothing and review it at their leisure for a 48-hour duration, sales experts consult customers over Skype and her Fall 2010 collection can be purchased immediately.

This season, Norma partnered with SkanLife, a mobile technology that allows customers to scan bar codes with their iPhone or Blackberry to get detailed information about a product. In the case of Norma Kamali’s new eye wear collection. browsers that scanned the accompanying sign were shown a short video about the sunglasses collection.

For Norma’s presentation she displayed all her collections, which include her collaboration with Walmart, an eBay collection that all retails for under $350 and her signature OMO designs. We love how her fashion is always iconic regardless of price.

Norma Kamali Fall 2010

Who is the customer: Walmart utilitarian to uptown eccentric

Why buy: You appreciate the creativity of an all-in-one and value a personal sense of style

What to buy: The high-tech fabric is as warm as a sleeping bag but oh so stylish. We are also going to pick up an all-in-one striped tunic on our next shopping trip.

Bypass: A parachute ball gown may be a bit too eccentric.

Overall contribution to fashion: Staying true to your core roots while embracing change is a true talent.


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