California Apparel News

Oscar de la Renta is an icon in the fashion world. Throughout his career, the legendary designer has dressed many celebrities, first ladies and socialites, including Nancy Reagan, Betsy Bloomingdale and Jacqueline Kennedy Onassis.

De la Renta was in town recently for The Colleagues' 22nd Annual Spring Luncheon, where he was honored for his philanthropic work with children. The designer presented his luxe Fall 2010 collection to the well-heeled ladies of Beverly Hills and made an appearance at his Melrose Place boutique. Celebs, including Diane Lane and Raquel Welch, as well as Reagan and Bloomingdale were in attendance.

I caught up with de la Renta at the event to find out his thoughts on today’s market, highlights of his career and advice for young designers.

Diane Lane, Raquel Welch, Oscar de la Renta, Alana Stewart

What are your plans while you are in L.A.?

Obviously I’m looking forward to the show and then I’m going to go to my store, where I hope customers are going to come and buy clothes. I have to say that business has been difficult for the last year, but it seems to be getting much, much stronger now, which is great. California has always been a very strong market for me. I went to a dinner that was given by a lady who is involved with The Colleagues, and almost every single lady was dressed in Oscar, which was a great compliment to me.

We have always had great acceptance to our clothes in the market here. I was a little bit surprised when I went to Rodeo Drive and I saw a tremendous amount of stores that have empty spaces. But on the other hand, we are not on Rodeo, we are on Melrose Place. I think that area, in a way today, has a little bit more vitality because there are so many little restaurants in the area and all that; it is much more consumer-friendly as an area.

What do you think of the California market in general?

I think that the market definitely is getting stronger. The lady who buys my clothes, as you know, my clothes are expensive…. What happened last year, there was so much confidence lost among the consumers, and I think that stores sort of panicked and they were going on sale at the time when they should not be going on sale. It created a mentality among the consumer that the woman went to a store and even if she could afford to buy the dress, the question is "When is it going to go on sale?" I think the stores have realized that it was not the right thing to do. And I think that now we are seeing business much, much stronger.

We just had a trunk show in New York and the sales have been very strong, and we did a show with Saks and we did extremely well. I did a show recently in Toronto, as well, and we did unbelievable business—the biggest business that we have done in Toronto in a long, long time. I think that there is a new energy; it’s all about confidence.

How do you feel about the proliferation of fast fashion, and how that has changed the market?

I think that there is a consumer for [it]. I think it is great. What is wonderful today is that you can buy relatively very good clothes at almost any price range. But I think that there is something about a beautifully made garment with beautiful fabrics. There is a longevity to it that doesn’t exist with something that is not nicely made.

You are an icon in fashion and you’ve had an amazing career. What is inspiring to you and how have you maintained your success as a designer?

This is such an exciting time to be designing for fashion because never in the history of time has there been a woman as in control of her destiny as a woman today. Probably 20 years ago if you were to interview me you would have been dressed in a pantsuit because you thought you had to dress like a man. Today I think that a woman knows the power of her femininity is a very strong asset. Even in the workplace being a woman is great. Putting on nice clothes and looking pretty is wonderful. I think that throughout my whole career I have never deviated from the fact that what I wanted to do is make a woman look her best and offer her my very best in trying to make her feel great about herself and about being a woman. I think that probably I have been as successful with what I do for the very simple reason that today there is that woman that knows that being a woman is great.

You have received many awards over the years. What is special about the receiving The Colleagues’ “Champion of Children Award”?

Every recognition is always appreciated. I have been involved with The Colleagues for many, many years. I especially am very happy that Nancy Reagan is coming to the show. She has been a friend. I dressed her many, many times through the White House years. I think she is an extraordinary lady, a true Californian. There is something about her that is quite exceptional. We are all getting older, but I think her brain is fantastic and she tries to keep up to date with everything that is going on which is wonderful which is what keeps her young probably.

What is one of the highlights of your career?

Oh my goodness, I have many highlights. But I think just the acceptance of the consumer of what I do, that’s my big highlight no question about it.

What is it about fashion that makes you passionate about it?

It is always evolving, always changing, that there is a new vitality among the consumer today. What makes fashion exciting today for us designers is that you are dealing with a consumer who knows so much more. I always say perhaps it makes our work more difficult but at the same time much more exciting because what is important to a woman today is not whose clothes she is wearing but that what she is choosing to dress herself with is her projection of her own sense of individuality. What is important to a woman is the empowerment of who she is and presenting herself in the very best way. That’s why I’m sure that years back if a woman went to a [couture] house, probably her shoes, her bag, her dress all came from the same house. Today your coat I’m sure comes from one place, your dress comes from another place, your shoes come from somewhere else. You are the designer, you are creating for yourself. You are putting things together in a way that you feel projects the best of who you are. And I think that is very important and I think that is great because we are just suggesting, but I think that the woman creates for herself who she is as an individual.

Do you have any advice for designers today?

Just to work hard and to believe in themselves. I think that what is important is to find for yourself a niche and to understand who the consumer is. That is the most important, to understand the aspirations of a woman. Don’t think that you’re famous because someone is writing about you. You are famous because someone is buying your clothes.

What are your thoughts on your Fall 2010 collection?

I think it is a collection that was very well–reviewed and we are very happy with it. It is selling very well. I hope that it will be as successful in Los Angeles.

What was the inspiration for the season?

The inspiration is always making a woman dream.