Friday, February 7, 2020

LOYD / FORD Fall 2020...


As written at the onset of my familiarity with LOYD/FORD I understood that this is an evolutionary brand; meaning, yes, they create newness each season but never revolutionary changes and what might have been a trend for some turns into a signature for them. 
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An evolution of bringing couture quality and construction into RTW and making the clothes more accessible in every way. We have found the brand's DNA and we focus on the designs we love without any compromise. Franck Ford
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Imagine two designers whose singular goal is to manufacture and design clothes for women who will wear them and see themselves as beautiful and well turned out. The beauty and significance of LOYD/FORD is not that they are trend driven or because some D list celebrity or so-called influencer has decried the brand as the next best thing since sliced bread. 
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Rarely does any reviewer or review speak or address commercial aspects, so let me spell it out for you … these clothes consistently sell far better than a laundry list of all those ubiquitous brands that offer nothing but hype, inspiration, advertising and trend of the moment.
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 An alternative way to view their work is to know that they are not of the “sheep” like variety of designers who follow, they are designers who LEAD and there aren’t many who can stake that claim. The clothes are impeccably made and do not require any pseudo-intellectual bull for each collection’s genesis…  it is always distinctive /unique, sometimes glamorous somewhat subdued occasionally but always designed for women with discerning taste who are fashion independents rather than fashion “sheep.” The LOYD/FORD designers’ acumen and longevity have allowed them to exhibit their extraordinary range of talents whether in silhouettes, fabrications, technique and even color ranges.
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For fall 2020 LOYD/FORD offers an an amazing assortment of silhouettes, fabrications, prints, textures and signature pieces while providing a choice for women who want quality, originality, pattern mixes and true fashion and not looks that appear fresh from your local thrift shop. The color range runs the gamut from neutral to prismatic. To me the brand uses shapes that don’t intimidate which are slightly tweaked to make them customized for the brand. There is no wrong way to wear the clothes ... yes designers show as they hope a collection will be bought and retailers tend to buy that way but the retail client may not be of like mind which means options/ choices and individuality.
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 Geraldine Stutz, of Bendel’s fame, might have referred to LOYD/FORD as “dog whistle fashion” meaning that their clothes speak at  a pitch that only a certain kind of fashionable woman can hear.
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It is as if by some magical power that these designers continually tap into the zeitgeist of the retail customer resulting in almost inconceivable brick and mortar as well as online sales. In a perfect world, LOYD/FORD would receive some validation, recognition and gratification for their efforts within an industry that theoretically supports the talent of real honest to goodness designers with genuine creativity.
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