Photography by Alvin Nguyen

Monday morning I made my way to The Fairmont Olympic Hotel downtown to observe a model call for the next two fashion shows that Seattle couturier Luly Yang will be putting on. I was somewhat surprised to find that the designer had decided to go against the conventional protocol and invite "regular" women to audition as opposed to professional models provided by a local modeling agency.  The rationale behind the decision is that Luly wants her one of a kind dresses to be accessible in the minds of her consumer. She will be presenting her Tea Collection in the Spring and wants to ensure that the women in attendance will experience a presentation that will cater to them on a personal level. For those who are not familiar with the fashion industry, it is the complete opposite of what is done. Designers think of themselves as artists, therefore they present their lines the way one would present a show at a gallery opening. The attendees come to experience the vision and artistic statement asserted by the artist. The models are chosen to support the story concept of the designer. Although, en masse, the public complains that high fashion is unattainable largely because they cannot relate to the models on runway, but also due to the high cost of the garments. As with most relevant art, high fashion remains largely unsellable to the everyday person.

Designers traditionally have no interest in catering to this attitude any more than an artist would sculpt or paint images devoid of social commentary so that the average person can feel comfortable in a room with his or her paintings. This conversation is more difficult for the average American consumer to swallow given the functional aspect of fashion. It is for this reason that the high fashion world also quietly resorts to a tiered reality. One where a designer will sell his or her designs to a knockoff label where the idea can be produced for much less money, with modifications, and a serious marketing strategy which cuts through the herd swiftly and efficiently. It's quite a machine, and if you've ever seen the movie "The Devil Wears Prada" you can see how it is all later spoon fed to those who consider themselves too practical for the petty and whimsical high fashion world, ironically, to those who are refuse to be marketed to. Even moreso the Seattle customer, given that the people in this town who can most readily afford to buy designer clothes tend to be more practical than artistic, given the Seattle industries where the wealthy make their money. Here is where someone like me can only marvel at how a couture designer like Luly can begin to be successful.

 

 

 

 

 

 

 

 

 

It's a well known fact that fashion is one of the toughest industries to make it in. Luly Yang is experiencing the level of success that she is in a city that is not predisposed to enjoying, much less understanding, the culture of fashion as an art form. After Monday, I can say her marketing strategy is calculated and intelligent from a business standpoint. The fashion show is designed to allow the customer to see herself in the dress in a most practical sense. From the staging to the model herself, Luly seeks to connect the function of the dress to the wearer. The result is that she's in the game to play and to stay. Rarely does one find an artist whose assistant can assert that she must change a skirt length for runway to appeal to what the client will wear. In the case of Luly Yang, she's clearly a pragmatist, as evidenced by today's model call. Perhaps it's her background in graphic design that allows her to successfully marry her art and her business sense. In the current cultural climate she will prevail since people, even those with money, are needing to feel justified that their purchases are sensible. The context that Luly creates for her customer is straight forward and relatable. One doesn't have to make the leap from runway to everyday life as with most high fashion- Luly does the work for us.

The panel of judges consisted of Luly Yang, her assistant  Emily Tillery, PR fashion maven Rose Dennis, and choreographer Anthony Tippins.  Evening Magazine senior producer Joan Kinsey was there with her videographer filming the show's segment where they will be covering Luly's Tea Collection Show airing this spring. Ms. Yang's requirements of the models were the standard model height 5'8" to 6'0", however she asked for a curvier build in the size range 2-6, whereas a professional model would be a 0-2. She also wanted women who can bring a personable and fun personality to the show. The models will be used in print as well.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

When all is said and done, my personal affections remain with the high fashion aesthetic of androgynous beauty. I was delighted to no end when this gorgeous girl made the cut in all of her "I look like a professional model" ness.