Jamie Tisch, along with her friend Elizabeth Wiatt, developed the concept of empowering girls to create their own fashion look in clothing which they personally design, in a “build-a-bear” style. This concept was turned into reality at the Beverly Hills clothing store known as Fashionology, LA. The concept behind Jamie Tisch’s Fashionolgy works in the following way. Girls, mostly ages eight through twelve, are encouraged to “make it happen” and “mix it up-no rules apply” as they set out to design their own clothing. The young designers then take their places in front of a touch-screen computer and begin their adventure into the world of fashion design. The first choice the girl is presented with is “What is your fashion mood?” She is then offered the five choices of Pop, Rock, Juku (Harajuku), Peace and Malibu. These different fashion moods can then be applied to fleece hoodies, T-shirts and dresses. Then the girl can choose among a variety of cute illustrations for their garment. Finally the clothing can be embellished with pins, crystals and/or chains, after which the computer displays the price and asks if the girl is “Cool with that?” The last step is perhaps the coolest of all. The clothes are created in the store and then the buyer can have her picture taken on the in-store stage while modeling her newest fashion asset. The photo is then sent via email to the computer of the newest contributor to the world of fashion. |