Entries Tagged as 'Fashion'

The Rise of The Temporary Fashion Brand



I’ve just left my local brunch spot 3 Course, which used to be my morning coffee stop, until recently when the owner decided to take a more practical approach to the business and only open the restaurant during peak times, Thursday-Sunday evening. As I walked home to write this I stopped to pick up the Sunday papers and witnessed all three people in the queue in front of me buy a Cadbury’s Creme Egg at the till. The signature Cadbury creation is only available from January-April but manages to contribute over £200m in sales in 4 short months, almost half of what it’s best selling Cadbury’s Dairy Milk bar contributes in an entire year (According to information by market analyst Information Resources (IRI), Cadbury’s Dairy Milk is the bestselling chocolate bar in the UK with annual sales of £483.1m.)

So I got to thinking about the value of consistently temporary brands and experiences. Why is it that so many fashion brands are available all year round? Particularly fashion brands that are so defined by a seasonal aesthetic. Why should sales suffer for half of the year, when in reality their strength and relevance is the S/S season? In the age of uber-convenience where information, products, cars and TV shows, are all available on demand, the opportunity for brands to counter the culture and draw on the continued success of limited editions and pop up shops  to create a new type of fashion business is presenting itself.


Miu Miu sort of tested this theory with their 3 day private member’s club pop up. Located in the opulent Hotel Cafe Royal on Regent street, the women’s only club, offered lunch and afternoon tea alongside film screenings, talks and discussions and of course a shop. The only place to be in London for those 3 days in 2012, it was in my opinion the most memorable brand experience I have ever had. One that truly exposed the personality of the brand in an atmosphere that was exclusive, but once inside playful and welcoming. Will there be another Miu Miu London? If a new brand took inspiration from this model, shunning a 360 day a year retail store presence with instead a seasonal elaborate pop up, would they not be able to operate more efficiently, with a greater chance at viral marketing success and a better sell through? Certainly Supreme does this well, with frequent shipments of small runs of stock that see die hard fans camp over night, and queues forming every time the word gets out of a new drop.


How much more as humans and consumers do we crave the security of permanence versus the thrill of the transient? The challenge brands face, particularly new brands,  is how to offer that timeless security and financial stability alongside an everlasting hype.

What are your thoughts? Tweet me @amberatherton

About Last Night: A Russian Romance @CafeRoyalHotel #VILSHENKO


To Cafe Royal last night where Russian designer Olga Vilshenko hosted a summer soiree for her resort collection. Splitting her time between studios in Moscow and London, Olga’s beautiful designs combine the folklore and heritage of Russia with western couture practices.  I fell in love with the opulently embroidered dress I wore for the evening, ankle length and nipped in at the waist, Im currently embracing dressing like a lady. Piling into a car with  Bertie Brandes and too many bags, we layered on the flash trash girl jewellery, quickly discarding our backpacks at reception as we arrived at the decadent Regent street based hotel.



A fashion party on a Friday night is a rare thing, but TBH like we were doing anything else anyway, so in we drifted to the ball room, where champagne was flowing and Paula Goldstein was behind the decks blasting out fashion party classics like You’re So Vain and wearing the best sleeves i have ever seen on a dress ( above) Making a bee line for the carpaccio canapes, we hung out briefly at the catering door to nab them in the chicest of fashions. As more immaculately dressed guests floated in, it was hard to believe it was a Friday night in central London in 2014. I mean it was just too romantic and chic.




Catching up with artist Christabel Mac Greevy and director of the new STORE at Soho House Berlin, Alex Eagle, we chatted summer plans before a sultry Marissa Montgomery arrived in a cut out, sheer black number ‘Are you wearing Vilshenko too?!’ was the most overheard phrase as we all embraced our temporary status as Russian Princesses in a Romanov Romance that was far too brief.  As the brilliant Fernando Jorge elegantly held up the male ratio and the sun began to set, we downed the last of our vodka and drifted into the night.

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I hosted the #GraziaStyleAwards in Dubai this week and here’s what happened



To Dubai this week, where alongside the lovely Giles Deacon I hosted the Grazia Middle East Fashion Awards! From Sheiks to almond stuffed dates, the last 72 hours have been an onslaught of opulence. Head over to the MYFLASHTRASH blog to find out my top 10 moments!

graziaawardsRolling to the Awards in a Lame Peter Jensen Dress, Pastel Jewellery and Tod’s Heels, with my friend Lounes.

SHOP my Dubai wardrobe! Feat. lots of gold stacking rings

Have you tried this cake yet? #LFW @Aubaine_UK


I love french restaurant group Aubaine, so when they asked me to collab with them on a limited edition fashion week cake I was like obviously yes, please, thank you, awesome! It was difficult at first..so many cake visions flashing before my eyes.

<p>chelzillapeacock:<br />
fuckinnn YUM<br />
how da fuck is this possible<br />

I mean there was just not enough cake in my life..

So it started with tasting and ideas. I was first thinking a raw food cake, then a friend pointed out no thats wrong and silly. ( Sorry Planet Organic, I still love you) so then it had to be chocolate. But with a kind of light fruity edge. So then the Aubaine chef says in a french accent ‘Passionfruit oui?’ passionfruit- obviously! So enter the flourless, chocolate, passionfruit cake! Complete with crystal diamonds ( owning a jewellery e-commerce company and all i had to get some embellishment in there somewhere!)  this light humble, slab of deliciousness you need to try once in your life!


Amber Atherton’s MYFLASHTRASH.COM #LFW Aubaine cake is available at Aubaine Restaurants now.

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