![]() ![]() ![]() The designer is helping to usher in a return to glamour - but let’s not call it a comeback. Kobo’s jackets and coats are tailored for women who want to dial up the drama while out and about. To Kobo, coats create a fashion moment for her woman - and she designed them with the fit, silhouette and high-quality fabrics that are up to par with coats in the $3000 to $4000 category, for a more price-inclusive range of $500 to $700. Kobo, whose brand and line is tailored and designed for the woman who wants to be noticed in the crowd, saw the ensuing “new normal” as an opportunity to create a new product category: outerwear. The decision to not produce a “Ronny Kobo stay-at-home” collection was based on intention, thoughtfulness, and almost a rebellion against the status quo and the predictable. So I thought, how do I showcase a night out in a coat where your look can still exude a lot of attitude, some swag, and a lot of personality?” This was before indoor dining was permitted. “During the pandemic, the only place we were going out at night was restaurants, for outdoor dining. If you haven’t already sensed this, take note: when it comes to Kobo and her brand of elevated, affordable luxury, expect the unexpected. While most fashion brands jumped on the work-from-home bandwagon, Kobo intentionally decided to resist that approach. Comfort became the dominant quarantine and Zoom dress code, with tie-dye sweats and sets leading the way. As evidenced by the flurry of “stay-at-home” looks posted on social media, many labels doubled down on athleisure, leisurewear and cozy attire. While I might like them personally, it’s important as a brand owner I’m giving the right messages of what I represent and who we are.When the pandemic hit in March 2020, it forced many fashion brands to choose which direction to focus on, in terms of styling and commodities. ![]() There have a been a lot of influencers who have not been very ethical or aren’t politically aligned with my ethics. You have to be really careful who you post. I can’t post someone I feel I’m not ethically aligned with. As a brand owner, you really have to take that responsibility. “It’s very important who we support these days, especially with all the political changes the world is going through. Influencers are worth a quick background check And while we’ve been evolving toward that future, we’ve been slammed with the reality of right now.” But we’re all needing to figure out the future. If it’s not online, maybe it’s on a chat or a photo-sharing stream. Even the local boutiques are going to need to figure out a way to communicate with their customer digitally. “Retail’s going to change drastically in the next year. Here are a few highlights from the conversation, which have been lightly edited for clarity. “Even the local boutiques are going to need to figure out a way to communicate with their customer.” But the brand is still pivoting to selling online, including for the swimwear line it will be launching in the spring. “Luckily, we have not seen a lot of canceled styles and canceled orders,” Kobo said on the Glossy Podcast. Ronny Kobo’s self-named fashion line is nearly synonymous with “party dress,” and there aren’t many occasions for those these days. Subscribe: Apple Podcasts | Stitcher | Google Play | Spotify ![]()
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