Ella Ehmoff, 21-year-old knitwear designer who signed on Major modeling contract In January, has since released its first clothing collection Wearing a viral coat At the inauguration of the stepmother of Vice President Kamala Harris.
Introduced in the mall on Thursday morning, a shopping platform for emerging designers, The Collection Includes five knitted items, priced between $ 160 and $ 320: two sweater vests, a purse, a long-sleeve dress and a pair of shorts.
Only one of each item was created. Within 30 minutes, three of the five pieces were sold out.
This model of drops – or limited releases, often heavily promoted on social media – has originated in a roadside world where large groups of fans would line up for hours to buy a new style of sneaker. It has since become a ubiquitous strategy, though now mostly online, to sell all kinds of things: not just Kylie Jenner’s lipstick kit Taylor clemens Leather bags, but also Gourmet food And Indigenous bead.
The DIY and slow fashion communities on Instagram and TikTok are no exception. There, independent manufacturers often conduct one-person, built-to-order operations, and releasing their merchandise in small batches is often easier and more effective than running a full-time direct-to-consumer e-commerce platform. Artisans with large followers can sell their goods in just a few seconds – which, as streetwear designers have done, simply creates more anticipation for their next drop.
The mall’s founder, Laura Bynes, created her site as a community for these artisans last June; She stocks about 20 designers who, generally speaking, celebrate color and weirdness in equal measure. Almost all of his lists are one of a kind.
“I look for pieces that are playful,” Ms. Banas said. “And a lot of designers I work with use of old materials or have a permanent practice – those are the two biggest things for me.”
In addition to Ms. Amhoff’s pieces, the mall Thursday drop Includes Crushed Velvet Turtle and Flared Pants from Crocco, a Los Angeles brand, and abstract hand-painted shirts from Brooklyn artist Tony Tafuro.
Ms. Banas stated that she had met Ms. Amhoff a few months before the inauguration. He said his designs were not only playful but influenced by “really well made”.
Ms. Amhoff has two vests of green and pink, in stripes and checkered squares. (One, called the “flower owl sweater vest”, has two rosy pink flowers on the chest.) A woven portrait of Tweety Bird was inscribed in a purse trimmed in hot pink.
Ms. Ehmoff, who also produced her on Thursday New York Fashion Week begins Modeling for Proenza Scholler (who else Modeling His own design and others for the mall), is currently a senior at the Parsons School of Design in New York, studying fine arts with a focus on textiles.
Last month, he Told The New York Times She was “looking forward to bringing a bit of Bushwick into the high fashion realm.”