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May 10, 2011 12:01 AM

Fashion, Media

Kova and T Gets Back to Basics

Kova&T is getting back to basics, or classics -- as the brand is calling it. The L.A.-based label is getting back to what originally inspired design duo Christina Tang and Dasha Zhukova -- "functionality and ease with an edge."...

Kova&T is getting back to basics, or classics -- as the brand is calling it. The L.A.-based label is getting back to what originally inspired design duo Christina Tang and Dasha Zhukova -- "functionality and ease with an edge." kovatfall.jpgWhen the founders and childhood friends first debuted the line in Fall 2006, it mainly focused on simplified denim, leggings and T-shirts, but it's since evolved into a full, trend-driven collection. This season, Tang is hoping to go full circle and put the focus on those pieces that made Kova&T successful to start out with.

"For me, a lot of it happened after the spring 2011 collection where I had so many people in my ear telling me what to do -- that for fall I took a step back and said to myself, 'Why did I do this to begin with? What made us successful to begin with?'" Tang said.

Little black dresses, silk bodysuits and blazers make up the classics collection, along with the brand's trademark leggings and denim. But all get a little bit of a modern twist in unexpected fabrics and with details like velvet stripes, zipper pockets and drawstring waist for the leggings. The classic Kova&T denim also gets a jolt of trendiness reworked into jumpsuits and button downs, or taking basic bodies and "giving them something extra," according to Tang.

To coincide with the brand's renaissance, its Web site is also getting a fresh new look. Like the collection, the new site -- designed by former creative director of Flaunt magazine Todd Tourso -- is more streamlined and neutral, with a focus on the lookbook images.

"There are certain features that I really enjoy because you really get the feel of the collection. I have this thing for images bleeding out through the whole screen, it's not cropped and if you expand or close the window the image expands and minimizes with you," said Tang of the new site.

She added, "Web and digital are so important these days, and it's so important for your consumer to follow what the brand is doing." With that in mind, Kova&T has also gotten more involved on Facebook, reaching out to its fans via behind the scenes look at new collections, celebrity fan pictures and updated store and stock info.
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