A letter by George Bezhanishvili.
"Designing clothes is one thing, but producing a fashion collection, which has individuality, is timeless and represents a synonym of quality, that’s a story on its own. Reasonable Luxury is a project that stands entirely for manufacturing a high quality, ageless wardrobe, at a decent value. My goal is to produce the upcoming collection entirely in United States, giving fashion jobs to over 14 individuals, presenting the collection at the New York Fashion Week and what’s most important - make it reasonably priced. As a fashion designer, I have worked relentlessly on producing high end collections and observing the industry from inside out. It’s no secret that manufacturing garments is the key element in fashion production, which literally moved overseas; therefore taking away not only jobs but the quality.
With the upcoming S/S 2013 collection I decided to challenge myself and take a journey with Reasonable Luxury by making sure that each accessory or garment produced for this new collection, will be made in New York by local professionals and here’s the tricky part - it will remain in the frames of sensible cost. I will need your support to reach my goal, in order to raise the quality in contemporary fashion production. With every new collection I get an opportunity to start life from the scratch! Variation on few motifs can remain, but the rest is just the breath of fresh air. This year I want to take this opportunity with you and start a new life with quality production – made in U.S."
SPRING/SUMMER 2013 COLLECTION
Garments will represent an uncontaminated combination of masculine and feminine characteristics, which find their reflection in the androgynous Spring/Summer Appeal. Genderless fabric pieces find themselves directing a wide and at the same time vague possibility of autonomy, presenting frameless and unconditional silhouettes. FUNDING With supporting the project Reasonable Luxury, you will play primary part in helping me raise funds for following:
-Obtain material - Fabrics, digital prints, trims, sample and original textile - all of the above produced in United States.
-Hire New York based pattern makers, seamstresses and artisan workers.
-Employ professional models for fittings and showroom presentations, as well as photo models for the look book and editorial image/video productions.
-Set up the entire collection in New York based Showroom space, including all the equipment, tools and materials needed to construct a reasonably luxurious showroom atmosphere.
-Hire additional staff members, such as sales and showroom associates.
-Pay all the legal fees associated with the brand’s participation in the New York Fashion Week, including the venue costs. As those are quite competitive at that point, as in fact everything else during the Fashion Week Season.
-Hire a professional New York based graphic designer in order to produce the necessary promotional material, such as look books, posters, flyers and web related content in order to promote and give further life to the Reasonable Luxury.
-Last but not least, hire a creative PR representative to to attract buyers with our outstanding quality and reasonable prices.
Video Production: David Rock - http://www.davidrock.me/
Video footage used courtesy of Mark Glassner / Show Angewandte 2008/2011
Photography Credits: Son / Winkler / Fujii / Kermani / Waldschuetz / Gavrich /