Design & Culture by Ed

Imitation of Christ isn’t a regular fashion brand. Every single piece made (“produced” just doesn’t fit here) is one-of-a-kind. No pre-collections and no traditional business models, but rather spontainety and a sense of inspiring care-freeness is what prevails at Tara Subkoff‘s brand. And of course it’s one of the most ingeniously sustainable labels that exists. Second season in a row, Imitation of Christ’s upcycled collection is available and sold on The Real Real – and half the profits will go to Greta Thunberg’s Fridays for Future. Also, there’s no coincidence that the autumn-winter 2021 collection was presented on Valentine’s Day. It’s a reaction, said the designer on a call with Vogue, against “a Hallmark holiday or some consumer driven idea of romance.” Instead, the designer highlighted, the line-up (and the accompanying video) offers something “true.” The collection video, made in collaboration with Daphne Muller and Adam Teninbaum, is not for the squeamish. Though it features six hip Californians, a few of some renown, the piece is dominated by “a real 3D animated heart,” that is, admits Subkoff, “really shocking. We have this very strange idea of what a heart is, which is… really a cartoon version that we give to each other. We all have a heart pumping blood in our bodies and it pumps for a finite amount of time, then it’s over. And I think the more we understand that, maybe the more compassionate and kind we can be towards one another.” A similar feeling of compassion is present in the off-kilter garments. Subkoff has always had a penchant for beaded dresses from the 1920s, and these were back and looking fresh. Deco beading was applied to pieces for men and women, and this incongruity was perhaps best exemplified by the pairing of a gray utility suit with shimmering white bead work (there’s a well-considered Martin Margiela method in these de- and reconstructed pieces). Subkoff believes that what good you do in the world becomes an ever growing legacy. She’s been serious about sustainability for decades and hopes, through her actions and messaging, to inspire others to design and act sustainably (“Please, other companies or other people – copy this, do this,” the designer offered).

Collage by Edward Kanarecki.

On January 20th, the Inauguration Day, Dr. Jill Biden wore Markarian from head-to-toe: a custom cerulean tweed dress and matching coat trimmed with pearls and velvet cuffs. Michelle Obama boosted the profile of many young American designers in her day, and Biden’s choice was a reminder of how deeply women care about what First Ladies wear – and how influential their choices can be. But also, it worked as a statement: supporting small brands and companies is important. That day, Markarian’s Alexandra O’Neill experienced ultra-visibility that most young designers only fantasize about. On a Zoom call with Vogue, O’Neill said her social media following doubled instantly, and the e-tailer Moda Operandi reported a 570% spike in traffic to Markarian pieces within 24 hours: overnight, the label went from relative obscurity to international news. And here’s a plot twist. Anyone expecting an autumn-winter lineup of Dr. Biden-esque coats or a deep political statement will be surprised to hear that O’Neill’s inspiration – one she conceptualized months before the election – was actually Ancient Rome. She studied Roman art and mythology in college, and the relaxed glamour of the period (draped tunics, twisting braids, lots of gold jewelry) felt newly relevant in a year of lockdowns. Markarian isn’t a casual brand, so O’Neill’s challenge of late has been creating elegant clothes you can wear out or at home. A brocade robe dress met the criteria, as did a long-sleeved style with a burnout velvet motif of shimmering grapes. Yet many of O’Neill’s customers will be more excited by the pieces that read fantastical, not practical: an LBD with “firework” crystal embellishments or the dreamy, yet unpretentious wedding gowns. With so much unexpected recognition the brand has received, it’s exciting how O’Neill will push her vision forward.