Mark your diaries with a big fat marker pen – the date, June 11 – because that’s when Hood By Air will haul ass across America to Los Angeles to show a special collection as part of Made LA. And this is not just any fashion show, but a fashion show which you can watch, feel strong feelings of desire over and then whip out you wallet and buy. Straight away. Well, almost straight away – you’ll be able to pre-order on the day and after a one-month period of gestation they will appear as if my magic on their website a month later. Imagine! Good news for the deeply impatient. “We want to start connecting with the customer directly, but not in a DTC—direct-to-customer—attitude,” said Mr Shayne Oliver to Vogue Runway. Yep, we’re not exactly sure either. “I would rather create my own way of speaking to my customer as opposed to being a part of fashion’s reformation of itself. To me, that has to do with markets and things that aren’t what my focus is. I’m not worried about a market. I’m worried about my market and my person. . . . It’s great that conversation is happening, but I would feel really bad if I was just accommodating the fashion industry as opposed to the people who are actually following what I’m doing or care about what I do personally.” No news as yet as to exactly what the collection will entail, but it will apparently focus on HBA essentials and feature a performance by Sean Bowie. Who’s booking our flight?
