Don't take this personally ...

No offense, but I couldn't help but laughing when I passed the Abercrombie & Fitch-store in Brussels yesterday. This picture was taken around noon. At 10 AM, when I arrived at Chaussee de Waterloo*, the line was twice as long, running all in front of the BMW-garage.

Okay, I must admit, the brand has a very clever marketing strategy, especially if you can make people (read: 14-year olds with their mums) wait in line for an hour just to get some simple, everyday non-limited edition-H&M-meets-designer-brand style of clothes. But I think the clothes look terrible (aside from the fact that A&F is being printed on every single item) and are very, very, yes, very over-priced.

A friend of mine told me a few years ago that if I ever got the chance I should go check out the A&F-concept at he thought it was ridiculous. And so, one early morning**, when I was near their Fifth Ave.-store, I noticed that for once there wasn't a single soul waiting in line. I went inside, and I literally immediately walk out again. We were inside 3 min. tops! Most of the clothes (not my style) are inside the glass counters, the store was extremely dark and the music was so damn loud that I couldn't even stand the idea that I would actually take a walk around the store and even give this brand a fair chance. So, let it be said: A&F, thumbs up for your marketing team, but you'll never get me to enter your store again***! But don't let me stop you ...

NB: Why A&F doesn't work in Japan. #funny


*There goes the neighborhood
**NYC equals jetlags equals getting up way too early to go shopping
***Online shopping isn't an option either

Fashion Books - Wishlist

Today is a gorgeous day, since the sun is shining brightly. 

Unfortunately, I'm still stuck inside studying film history; the studio system, Orson Welles, German expressionism, French Realism, Spanish Surrealism and Italian Realism... 

The reality is however that, although I'm very much interested in the subject, I would rather be out in the sun, enjoying a good book without worrying 'Is this going to be a question on the exam?'

A while back I said I wanted the book on Alexander McQueen. Well, I've found some new interesting items to add to my book wish list  -I made my boyfriend promise that when we'll buy our future house, one entire room needs to be decorated as a walk-in-closet and little library. 

This is what I'm planning to get when I head over to the States. 

1. That Alexander McQueen-book

2. Uncovering Fashion: Fashion Communications across the Media

SImply because it looks like a great book for any communication sciences-student. Plus, as I mentioned before, Fairchild-books are amazing! 

3. The End of Fashion: How Marketing Changed the Clothing Business Forever

Again, I'm very much interested in marketing. Sometimes it seems like people just believe that a person creates something, and then magically it appears in the stores. My internships have taught me otherwise. And since I'm not only fascinated by the garments designed by the fashion houses but also by its industry, I'm very excited to read this one. 

4. Deluxe: How Luxury Lost Its Luster

A few years ago, I wrote an essay for school on haute couture, ready-to-wear and mass-produced garments. I remember using an article on Dana Thomas' book, which focusses on accessible luxury ("an oxymoron" as she described it), mass-consumption and counterfeiting. 

5. House of Gucci: A Sensational Story of Murder, Madness, Glamour and Greed

I'm getting this one for my sister, since she's looking forward to the movie. Plus, my grandmother's niece worked for the family, so maybe she's featured in the book/movie as well. Maybe, during our monthly calls, we need to ask her if she's read it ... Furthermore, it apparently mentions Tom Ford's rise and Gucci being caught in the middle of PPR and LVMH. 

(picture credit)

So, what's on your 'Fashion Books-Wishlist or Must-read list'? 
In the meantime, I'm back to my non-fashion related courses... 

Gucci Group Award

Since I've been away for a few days, I was browsing all of my favorite fashion pages in order to be up to date again. When visiting fashionair.com, I came across this video of Mimma Viglezio, the PR and communications expert of the renowned Gucci Group. -She must have the coolest job, ever!- At the end of the piece she talks about the Gucci Group Award, given to an artist who has contributed to the world of film in a remarkable way.

I honestly had no idea that such a eminent fashion group is involved actively in cinema, until today. Great -and interesting- thesis material, I must say.

Oh, and I miss Italy already.