Karl Lagerfeld announced Tuesday that he is canceling his Paris Fashion Week event under his own label, and instead, is launching mass prestige items for online sale. The combination of the words mass and prestige = masstige and has been described as prestige for the masses. According to Wikipedia, masstige is a marketing term meaning downward brand extension.The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses." Not to be too cynical, but truthfully, prestige is usually accorded to that which is in scarcity. So in other words, Karl, I guess one can never be too thin, or too rich. Visionary or Mercenary?
At a Dolce & Gabbana show in Milan last year, an assortment of old and new media types in the front row: from left, Suzy Menkes, Michael Roberts, Bryan Boy, Sally Singer, Anna Wintour, Hamish Bowles, and Tommy Ton of the blog Jak and Jil.
Designers and their publicists face a delicate dilemma as they prepare this season for New York's Fashion Week insanity - some 300 shows over 8 days - the all important question of who is indeed, a front row fashionista, and who is now demoted to second row citizenry. In the past year, no fewer than 30 longstanding fashion power brokers have swapped titles/jobs, throwing the old 'axis' of power into chaos. The world is waiting.