“Swimwear sold no matter what stage we were in in COVID-19,” Norma Kamali defined over Zoom. “So what I did was triple the size of her swimwear collection, and everything sold. The next phase is expanding more cover-ups, which we had, but even making that bigger, and looking at this category holistically, because it’s year-round. But it’s not just swimwear, it’s bodysuits, it’s used for everything. This is my happy place.”
On high of a boatload of latest swimwear, Kamali layered in “uniform” items — signature monitor fits, suiting, leggings, sleeping bag coats, and so on. — with “special pieces” like playfully glam gold lame robes and fluid separates, parachute jumpsuits, tiered skirts and extra (a few of which might be provided in a extra restricted run) for resort. The mixture of informal and dressy, worn collectively, was one of many designer’s fundamental messages of the season.
The look: A mix of “uniforms and special pieces.”
Quote of word: “Resort is heavily weighted in swimwear, and then the fantasy part.…I’ve been talking about the idea of uniforms for quite some time, and I still feel very strongly believe we live in uniforms. We were in the sweats uniform for a period of time, and we all have an identity uniform. The concept is very present and the more the fashion industry balances and filters out the idea of one-of-a-kind clothing balanced with the uniform, I think is looking more and more perfect and special and meaningful. So, this collection I started to bring in some of that feeling, for spring, even more so.”
The takeaway: For Kamali, casualization isn’t going wherever. However, marrying on a regular basis fashions with extra eccentric, “one-of-a-kind” restricted run types will maintain her buyer’s wardrobes feeling contemporary and distinctive.
In addition to resort, Kamali is debuting a set of residence decor, titled “NormaLife Home.” The assortment, priced $150 to $2,500, is launching direct-to-consumer, with an assortment of cut-and-sew, oversize, mushy multifunction pillows within the designer’s iconic swimwear fabrications, making the house items not solely sturdy however simply washable and outdoor-friendly (very similar to her signature fashions).
A core grouping of signature sleeping bag coats will sit alongside the furnishings; the rest of the preliminary assortment will roll out with comforters, plush furnishings (a ball chain, stools, lounger, multipurpose dice), boxy bag, carpet, smaller pillows and extra in the identical graphic pinstripe, polka dot, marble and painted brushstroke prints. Down the street, Kamali will debut an evolution of the road at a cheaper price level for wholesale.