REALITY LIVES IN THE CLOUDS //

I was walking by THEORY's gigantic building in the meatpacking last night with a friend and while peering up into the offices above I noticed a light on and 2 fashion heads sitting over a desk in someones 'well deserved office' having a meeting, going at it at 8:30 on a Friday night. And this brought back a thought; a feeling too familiar. That 6:30 pm call to report to (say your CEO's office) to talk about WHY YELLOW CASHMERE is not selling- as If I invented that color? As If I had the over-all power over the selling? How it was set in the stores, was it assorted with the proper colors to mirror it?!? (scream)

Back to Theory, It appeared to be a 'design director' in there, most likely explaining why he thinks the Holiday sales are not at top form 5 days before Thanksgiving, and strategizing how they will turn this business around and it was about then that I passed by MMM on Greenwich street and thought 'now there is a company that does not send utter shivers up my spine, but pure chills at how fascinating their business strategy is'-

Whats the least sellable color? NEON PINK? NEON GREEN? Great! Cut it in jersey rectangles and dye that faux monkey fur, turn it into the most covetable boot of 2007, unobtainable by even most New Yorkers in your correct size. Accessories? Done, gather up all of your old champagne corks (who likes to party) and put them on chains, turn them into rings, wrap aluminum foil over your eyes and call them sunglasses, done. What, we are having trouble with the yield on that dress? So, don't even cut it- send the model down the runway with the whole fucking bolt attached. That pant length isn't selling? FINE CUT off the wearers left leg, new silhouette! We couldn't book that model we wanted? Who cares, put a stocking on her face! Turn the wig around, cover her in clouds! Decorate our stores with anything we can get our hands on? Fine, just spray it white first! And you know what else, LETS NEVER in the history of our company run a fucking add campaign, and we will surely never take advantage of some C list star who is running at A list status for no real reason except americans are perhaps bored to sell our brand image....!!!! AMEN! THANK YOU MAISON MARTIN MARGIELA! And believe me, I am not naive enough to think that there is not a strategy to all of this as well, I just happen to like it a lot better!!

THIS IS A BRAND THAT IS AN INSPIRATION! MMM stays around, and its genius, we hoard that shit like gold in our closets, never goes out of style. Lesson- stay true to you, say good bye to trends, dare to be simply different and LIGHTEN UP. It's just fashion and it can be quite enjoyable.

(Dear Theory: I do apologize for using you as my example, you are very successful in your own right, I have just lost it since breaking free from corporate and the very process gives me the willies- so no offense to your success, you are rich and I am not, but Im ok with that.)

XX A J M