Will.i.am of the Black Eyed Peas Launches his Clothing line "I am"

Discussion in 'Designers and Collections' started by lucy92, Aug 3, 2010.

  1. lucy92

    lucy92 Mod Squad Team Leader

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    story from theglobeandmail.com



    In the Black Eyed Peas's chart topper Boom Boom Pow, lead singer Fergie throws down the fashion gauntlet: “I'm so 3008, you're so 2000 and late.”
    But as will.i.am, the group's front man and wordsmith sees it, longevity – not trendiness – will be the key to his new clothing label's success.
    “Are we trying to have Sean John or Yves Saint Laurent?” he asks earlier this week from the lower level of Harry Rosen's flagship store on Toronto's Bloor Street West, where his line, I Am, is now available. Sean John is the streetwear brand founded by Sean (Diddy) Combs.
    “Twenty years from now, I hope that it's something like Yves Saint Laurent,” continues the musician, sporting an oversized pair of Carrera sunglasses. “No disrespect to Diddy; he's my homie. I'm just saying I want to be around.”
    It's quite the stretch to compare his collection of perforated leather bombers, wax-coated canvas jackets, sweaters, tees and man bags to the timeless work one of the foremost fashion designers of all time.
    And make no mistake, the 35-year-old performer, born William James Adams Jr., insists that he has no plans to branch out into women's haute couture (which is probably for the best).
    He does, however, want the world to know he's not just another celebrity lending his name to a line of club clothes. To his credit, will.i.am attended the Fashion Institute of Design and Merchandising in Los Angeles before joining the Black Eyed Peas. Although it was a short-lived stint, he has spent the better part of a decade influencing his band members' outfits while attempting to break into design.
    His first official collection, which arrived in select North American boutiques this past spring, has a Canadian connection: It is produced by Manhattan International, a Montreal-based company that also oversees Gwen Stefani's L.A.M.B. label.
    In general, I Am is not nearly as funky as some of the looks will.i.am rocks in videos or onstage. Which is entirely the point, he says. “I'm just being smart. The customer is whoever wants to express themselves. They don't have to look like the Black Eyed Peas to buy the clothes. But, you know, guys as a whole are kind of, like, afraid.”
    To borrow from another one of the group's blockbuster hits, then, he's meeting men halfway, presenting them with options that are just slightly edgier and more detail-focused than mass market offerings from the likes of Zara and Club Monaco.
    Ted Rozenwald, president of Manhattan International, says this strategy will determine I Am's success. “It's not a co-ordinated men's-wear collection; it's a ‘best of,'” he explains, differentiating between head-to-toe ensembles and must-have items. “It's one that is genuine, quality-driven and not based on an endorsement deal.”
    It's also reasonably priced. Most T-shirts hover around $98 and one standout asymmetrical lightweight black jacket costs $315. The leather bomber is $635.
    While will.i.am works closely with designer Nana Sananikone, Rozenwald says, this Pea can wield a pen. “We were laughing the other day because he can actually draw, he can sketch. He's so colourful and driven by the arts.”
    But get will.i.am to reflect on fashion and he becomes uncharacteristically reserved; he speaks sotto voce and comes across like a shy student being quizzed by a teacher.
    Still, he maintains a very confident approach to branding. The I Am logo that appears on buttons, lining and accessories features a stylized owl bearing the letters “i, a, m” in an interlocking design across its torso. Hardly a minimalist, he carries a $10,000 white-gold diamond-encrusted BlackBerry. “I know I like my taste,” he says, confidently this time.
    He also seems certain that the I Am brand will not end with clothing. A fragrance may be next, he hints. What will it smell like? “Not like a men's locker room,” he ensures, noting that he prefers unisex scents like Dream from the Gap and baby oil.
    As he dedicates more time to fashion, the performer denies that his songwriting will suffer. “Music is breathing to me,” he says. And if the fashion business comes as naturally to him, it's simply a matter of time before he answers the question that punsters and trendsetters alike are desperate to know: When will I Am offer a black-eyed pea coat?
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  2. rayoflight

    rayoflight New Member

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    :rofl: at the Saint Laurent and haute couture aspirations. So funny.
    But let's not judge, in 20 years it might be true, I mean there are people who let Lindsey Lohan do "creative input", so a musician/couturier suddenly doesn't seem so unlikely. :shock:
     
  3. afterrhours

    afterrhours New Member

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    lol yves saint laurent. say whaaat??:blink:
     
  4. maxlinden

    maxlinden Active Member

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    haha really?
     
  5. Salvatore

    Salvatore Wanderlust

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    Well, lol.
    I will say that it makes him a little more believable since he studied some type of design. However .... by looking at what is on this mannequin, he is very very very far from YSL.
     
  6. D'Felipe

    D'Felipe New Member

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    OHH oh another celebrity "couture" line! where's my wallet quick...
     
  7. ScarlettLover

    ScarlettLover New Member

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    reasonably priced??? ha ha please....

    I do like Will.i.am but im really indifferent on this....doesn't seem anything special.
     
  8. platinumpink

    platinumpink Member

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    Oh great [/sarcasm] why must they continue to do this??
     
  9. VersaceLuva586

    VersaceLuva586 New Member

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    OMG, if i hear about one more "celebrity" clothing line, i think i'm gonna scream!
     
  10. SGaspar

    SGaspar New Member

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    lmfao, yeah right...
     
  11. miguelalmeida

    miguelalmeida Active Member

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    SAYYY WHHHHAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAT!
    Yves Saint Laurent :lol::woot::sick::yuk::huh::o:shock::cry::ninja:
     
  12. SavannahRose

    SavannahRose New Member

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    lol. it's kinda funny. especially: “I know I like my taste,” - I'm unsure what he wants to express with that. I guess he's trying his best to stay confident.

    Good luck ... ?! :smile:
     
  13. Laritournelle

    Laritournelle New Member

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    Looking forward to designer knockoffs.:innocent:
     
  14. williscrazy

    williscrazy Member

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    Is this serious, I don't see how reasonable the price is:|
    and not everybody is YSL, it's funny how he think it's going to be like snap of a finger that after 20 years, it will turn out to be something like YSL's line, but I guess everybody can hope:innocent:
    I am getting tired of celebrities entering into fashion and trying to get in touch with the business, in order to earn extra or to just show people they have style, the only reason that they merely survive is mostly due to their fame and popularity.
    Though not giving such bright hope, but I am still looking forward to see how this will turn out. :lol:
     
  15. VersaceLuva586

    VersaceLuva586 New Member

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    It would be so much more productive of these celebs to invest/sponser a young up and coming talent then pretend to actually design anything.

    Give real designers a chance!
     
  16. Urban Stylin

    Urban Stylin ɐʎ ʎǝɥ

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    arent celeb lines so 2009?
     
  17. justaguy

    justaguy Moderator

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    Say What???????? He can't be serious!!!
     
  18. fashionista-ta

    fashionista-ta Well-Known Member

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    I must say, your username could not be more perfect for this thread :lol:
     
  19. Littleathquakes

    Littleathquakes Well-Known Member

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    ^ exactly, so many talented people out there without the means to make it big. And all these celebs with their name and money think they can just come out with a clothing line, as if fashion was just a side project that anyone can do.

    He talks about P Diddy's line as if that could even be mentioned in the same sentence as YSL.
     
  20. Desi

    Desi Once King

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    he wasn't the one that brought it up though. blame the reporter? This line doesn't do anything for me but it could be like Andre 3000's line which was actually quite interesting/beautiful at times but flopped.
     

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