As a self-proclaimed fashion freak, I’m always on the lookout for the newest designer, brand, blog, website, whatever it may be. And it’s even better when I find a concept about which I’ve never heard.
Which is why I became so excited when I came across a site called the Velvet Brigade. Confused? Let me explain. Instead of having to audition and compete on Project Runway, or keep your fingers crossed that someday someone will notice your fashion designing talent, Velvet Brigade gives aspiring designers the opportunity to get noticed. They submit their designs for their anyone to vote on, and ultimately could get the chance to have their pieces created and sold by the site.
Pretty sweet, huh?
Its mission is to “empower aspiring fashion designers and online communities of fashion lovers to create an apparel brand together.” A brand that, in their words, is “fashion for the people, by the people.” Anyone can submit a design, and anyone can vote on the submissions; not just the “experts.”
The second part of that – the fact that anyone can vote on the designs – I think that is just as awesome. How often do shoppers have the opportunity to choose what items they are sold? With this concept Velvet Brigade has created, there is a whole new importance placed on the consumer, and their opinions are valued more than ever before.
Although the site accepts designs at any time, it often holds themed challenges. As of Sept. 2 (and lasting until Oct. 31), it is promoting its contest for “The Fall Layering Piece: Tweed, Trim, Fur & Fringe. Cape, Crop, Drape & Shine.” All designers have to do to submit their creation is go to the site, create a designer profile, complete the design description and upload their sketch.
For help and advice with constructing a design, Velvet Brigade offers a “Designer Guide,” which not only talks about how the site works but also gives tips, techniques and strategies to make the designs the best they can be.
In order for a design to win, it must not only receive votes and popular comments, but create social media buzz on Facebook, Twitter and other similar sites. If the design adheres to all guidelines and is deemed “manufacturable,” it can win.
Winning designs are produced and sold on the site, and the revenue is shared by the designer and Velvet Brigade. Any visitor to the site can buy a design, and many items cost less than $100.
The site also features a blog with various fashion inspirations, and a “Trend Board” with photos of the latest trends hitting the runways.
Velvet Brigade likes to think of itself as a “revolution,” and I can’t help but agree. I’ve never seen anything like this, and I think it is so awesome that anyone could become a profiting fashion designer. The people who will actually be buying the clothes are the ones that get to choose them.
Another site with a somewhat similar concept is a clothing site called ModCloth. ModCloth – which offers lots of cute and affordable retro and vintage-inspired clothes and accessories – is in many ways just a regular online shopping center, but it also has a program called “Be the Buyer” where customers can become a “virtual member” of its Fashion Buying Team.
The site offers a myriad of designs and actual photos of the prototypes of the items, for which customers can vote for what they like the best: They either “Pick It” or “Skip It.” The items that receive the most votes will be put into production and sold on the website soon after the deadline.
Side note: Besides this awesome “Be the Buyer” program, ModCloth is a great site for finding unique, fun items that you really won’t see anywhere else. Check back to the site often, because they sell vintage items in a sort of virtual thrift store. The items are high-quality and generally not very expensive, but they sell out quickly.
Similar to Velvet Brigade, in taking advantage of the Internet and customer interaction, ModCloth gives its shoppers the chance to speak out about what they want to see and buy on the site. In this way, the opinion of the consumer actually matters, and they get to have more of a say in their style.
I love this idea of fashion as collaboration. It’s not only up to the designers and merchandisers what items we can buy anymore. The Internet, social media and other tools are giving regular people the opportunity to have a say in the clothes and accessories that are created and sold.
Yes, the Internet may have made our lives too easy in many ways, but it is also opening up opportunities we would never have had otherwise. People who have never designed anything in their life now can have a say in what kinds of clothing pieces they want to have the option to buy. Like Velvet Brigade’s website says, it is “a brand created by YOU!”
And seriously, how cool is that?
Emma Austin is a junior majoring in journalism. Send questions, comments and column ideas to [email protected].
