Rodarte Takes the Stage

      Few fashion designers have ventured into the world of costume design for major motion pictures. Relatively new to the scene the Mulleavy sisters, founders of Rodarte, have not only garnered headlines for their ready-to- wear collections but have also contributed their creative talents to costume design for the award winning "Black Swan". Riding high on their recent success the sisters refused to rest on their laurels venturing yet again into new territory, specifically the art world.
      Their latest project was a collaboration with The Museum of Contemporary Art in Los Angeles. The sisters featured pieces from their Spring 2010 show alongside darker pieces designed for "Black Swan". The end result was both ominous and enchanting. Tutus slowly spinning suspended above the ground were ghostly in their presents. Shadow an light played a large role in the overall effect. The point of all of this was to "defy patrons to see their clothing in a different light".
      By exhibiting their work in an artistic way that is open to the public Rodarte is allowing people up close access to their garments in an intimate setting. They are reaching a new set of potential customers, that because they have seen the garments in such a light, may have an appreciation for the brand that cannot be won through traditional formats. Having a show of this type is a creative and free way to increase brand recognition. Designer works are typically not exhibited in this was until the designer has passed on or has become an icon in the industry.  The sisters seem to be getting a head start.
        Additionally, given our fascination with all things pop culture the Mulleavy sisters involvement with the film and their subsequent display of the costumes alongside their ready-to-wear is a clever way to entice the public to visit. Those that came to see the costumes of "Black Swan" may leave having learned to appreciate fashion on the whole.
         What's more for those that could not make it to the exhibit the sisters will soon be releasing a book entitled "Rodarte: Photographs by Catherine Opie and Alec Soth".  the book will feature the brands signature pieces.
     In my opinion the Mulleavy sisters will be around for a long time, not only because of their success as fashion designers but also because of the "multi, multi, multi channel" visibility of their brand. 

 

  
Information and Images Provided by New York Times
http://www.nytimes.com/slideshow/2011/03/29/fashion/29iht-frodarte-slideshow.html