When I was pitched a story on yet another relaunch of Eve's Fetish brand
, my first thoughts were "Really? They still want to do this?"
I couldn't believe that after three unsuccessful tries, Signature Apparel, Fetish's parent, wanted to give it a fourth shot. Obviously the brand has been troubled since its start back in 2003 with slow sales at retail, only to then be shelved under Marc Ecko. And why would they want to do this again now, when the economy is suffering and they would be reentering an already crowded area with lines like Baby Phat, Dereon and justsweet already dominating?
And do young girls still care about Eve? Musically, she has gone AWOL in the U.S. (her last single, "Tambourine" never took off) and sure, she's working on a movie now with Drew Barrymore, but will something called "Whip It" provide much fashion cred?Â
Questions aside, Signature (which also produces Rocawear's junior line) was surely smart to concentrate on design and quality by hiring Arnold Williams, a seasoned designer who has worked at Versace, Loewe and John Varvatos. I only saw a glimpse of what will be in stores this holiday, but what I did see was a big improvement over prior attempts -- especially those sexy (but not too sexy) tops. Williams has also worked on removing the logos from almost everything -- another smart move since parents buying these clothes for their teens must hate seeing the word "Fetish" written across their daughters' behinds.Â
Maybe the fourth time around will work out after all -- the line is indeed cleaned up with sexy jersey dresses and what Eve claims are the "best fitting jeans in the world." Just make sure you go to thefetishcollection.com to see the line when it hits stores. Don't go to Fetish.com, because you will see a very different kind of fashion indeed.Â