A street style photographer’s dream look is by far not a mix of items that have just made their way from runway to the stores. Especially at times, when a relaxed look is appreciated as much as an abundant and thought through one. Probably these ideas helped Anna and Farida create a brand, the centerpiece of which is a decorated tracksuit.
It all comes down to this: imported fabrics, high quality of production and bright details – pompons and silk tassels.
«We wanted to intrigue the public with our first items and create something unique yet wearable. As a result we decided to stick to the tassels, which were widely used afterwards by several designers. And we were right, everyone recognizes us by those tassels which have become our trademark element.
The main «street style» items, as the designers call them, are t-shirts with orange, raspberry and blue pompons. They can also be styled with denim jackets with the whole range of colorful soft balls. The designers also state that the practical side of the garments is as great as the looks. While being washed the pompons don’t fade nor do they stretch the fabrics. We made sure of the quality – the seams and edgings are perfectly performed. Unfortunately, it’s still a rare case for Ukrainian market.
«We are extremely peculiar when it comes to quality, control all the details and try to create unique items that no one in currently creating.”
Shame on You is more expensive than mass-market brands, yet still costs less than the premium segment. The tasseled tracksuit, for instance, is $200. The brand describes their client as a stylish and confident girl who is used to the best quality and knows how to mix expensive brands with more affordable ones.
The brand name was intendant to be catchy and provocative. And to smooth the tricky play on words, the designers came up with trademark hashtag. It is used not only on Instagram, but in t-shirt design – #stayfashion.
The brand is a bit more than 6 months old. Having chosen the fabrics, the designers started looking for production contractors. Today the items are sewn in several ateliers, as there is no financial sense in the brand’s own production yet. The team counts Farida and Anna only, but they are already looking for other managers.
As most new brands Shame on You are sold mostly via Instagram.
«It is important to post the ‘right’ picture where all our items best angles are shown. Those pictures always receive most ‘likes’.»
The widely used Instagram rules include posting at a stated time, celebrity clients (it-girl Tanya Bohdan and singer Nadya Dorofeeva), and Russian-English bilingual captures. The brand never posts the price for the items in the pictures.
«Direct messages help us get a feedback from our clients, and also we see several more advantages in it. We are also very attentive to the captures under our photos”.
In Ukraine Shame on You are presented at Not for Everyone concept store and online at Suitster.