paper doll – AIME SS10

Aime SS10

This season AIME dropped the “Luxury” surname which seems like the right thing to do – calling tight tencel separates “luxury” does seem a bit of a stretch.  Designer Monica Mei made several other encouraging choices since last season – she expanded her fabric selection to include wovens, and she expanded the ease to create looser, more sophisticated garments – and she selected more consistent models.  The looks skewed on the skimpy side – short or tight (thankfully not both at once). Some of the garments – skirts with twee details over the hips, or the nude coloured fabrics – would be challenging for most women to pull off as well as the very pretty designer and her models do.

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8 thoughts on “paper doll – AIME SS10”

  1. I love your paper doll project. It is such a good idea and the illustrations are beautiful.

    I saw Aime in Ottawa last Saturday for the Fashion Cures fundraiser. I actually loved it a lot – i liked the relaxed feel and the beautiful colour selection. It just looked like it was really well made.

    You are right about the skimpiness though – the models had their nipples showing through the shirts and it sent a wave of whispers in the crowd. I guess Ottawa is a pretty conservative town ;).

  2. Thank you Genya – I checked out your site and I love your illustrations too!

    I guess my little review is a bit jaded. After seeing so many fashion shows t-shirts just don’t inspire me to draw. I have no doubt AIME is made well and belongs in many showrooms and stores, but for runway I need to see a lot more to be excited.

  3. Hi Danielle, Michelle showed me your Aime paper dolls (very cute!) on our way back from the Montreal press day. I love your illustrations, and always wanted an illustrated look book (we’ll chat about a possible collabo….)!

    Just FYI that the separate organic cotton voile top and vintage silk crepe de chine skirt you drew is actually a dress.

    And to clarify the supposedly dropped “luxury” appendage (this is now the 3rd misinformed mention), my first capsule seasonless collection uses the finest silks and cashmere from Italy and Japan (the same mills used by Dior and Chanel) with the use of custom mother of pearl Italian buttons; however, after my participation with Fashion Takes Action’s Green Gala and using sustainable fabrics, I developed the Aime line of contemporary womenswear for the past 2 seasons, which still uses the softest materials available including artisanal fabrics from Japan. You got to come by to FEEL the collection. 🙂

    My runway show is a showcase of the latest looks of what will be available in stores the following season. I design clothes to be worn and loved in reality, not ones for fantasy to be seen only in editorials. The heart of the Aime line is to be comfortable and chic!

  4. Hi Monica –

    Thanks for the heads up on the dress that I drew as separates – its all together now.

    I have felt a few pieces from the SS09 collection and the fabrics are terrifically soft which you are to be applauded for – its something too many designers don’t emphasize.

    I feel compelled to ask you, why runway shows? It seems like a very expensive way to convey your brand with distinct disadvantages – it lacks the critical tactile and personal quality that are your greatest selling points, and it inevitably pits your wearable, subtle aesthetic against designers who aim to bring the house down with showmanship. The PR advantages would have to be pretty compelling to balance the proposition – and frankly its really too easy to get Toronto press even without a show (see: Juma).

    Ok, that’s all – in case you’re wondering what I’m really thinking eh?

  5. Got your link from Twitter! 🙂

    So to answer your question on why runway shows… the FDCC has been a great supporter of Aime, and I really appreciate their efforts on showcasing Canadian designers to make fashion accessible for all appreciators. The runway is a fun way to not just show the industry elite, but also to consumers in a week long celebration of Canadian fashion.

    You’re right that designers have different intentions on runway shows. I am a fashion designer, and don’t intend for my work to be wearable art. My philosophy echoes that of the label I had my first internship with as a student:

    “I design for real people. I think of our customers all the time. There is no virtue whatsoever in creating clothing or accessories that are not practical.” -Giorgio Armani

    Saying this, I’m open to creative ways to showcase my fashion designs to highlight the comfiness of the collection. Do let me know if you have any suggestions! I’m always open to creative solutions! Call/email me. 🙂

  6. I’m not saying you have to design goofy clothes to win my praise. You can impress me with a more practical collection if you walk the walk. Its not about the words you use. You shouldn’t have to argue that your designs are comfortable – they should actually LOOK comfortable. Just like putting Luxury in your collection name is not as persuasive as showing something that LOOKS luxurious. Successful fashion is about conveying your message visually. Please consider this as you design FW10, and you will be happier with the response.

    Armani, for all of his zeitgeisty hits two decades ago, has put on some phenomenally boring runway shows, and he doesn’t like to hear about it either. He wants everyone to tell him he’s wonderful all the time, even when he’s not.

    Thank you Monica for being so brave about having a dialogue with a blogger. I’m doing my best to be honest here in a helpful way, to explain to you how your collection seemed from the audience, and using words is never easy! I hope you find a candid response useful as a designer.

  7. I was recently alerted by your response from someone else who reads your blog regularly, and knew I may not have read your reply.

    You’ve actually hit the nail on the head with what I aspire to change. Why do we have to LOOK comfy to BE comfy? With Aime, my goal is to design comfortable clothes without having to rely on big t-shirts and shorts, velour tracksuits, PJs, or yoga gear – whatever the individual’s choice for comfort use to be.

    Danielle, thank you for your feedback. It’s refreshing to read your personal view. I can’t change the core values of Aime, but I’ll consider adding some show pieces for the runway only. I’d be delighted to hear more, but be sure to contact me directly as I may not get the opportunity to read your helpful words that you’d like me to consider for FW10 if they’re not sent to my attention.

  8. Monica, you are every bit as gracious as your reputation – even when dealing with blunt characters like me. Looking forward to chatting with you in person again.

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