ANDREW_ROSEN ANNA_WINTOUR ARIEL_OVADIA BLONDE_WOMAN CHEF CHRIS_CORRADO DAO_YI_CHOW DAVID_BRUNO DIANE_VON_FURSTENBURG FINAL_FITTINGS GIOVANNA_RANDALL JACK_MCCOULLOUGH JASON_JONES JASON_JONES_GIRLFRIEND JEFFREY_KALINSKY JENNA_LYONS JEWELER_WOMAN JUAN_CARLOS_OBANDO JUDGES KEN_DOWNING MARCUS_WAINWRIGHT MARC_ALARY MARK_HOLGATE MAXWELL_OSBORNE MEREDITH_MELLING_BURKE MIKE_FELDMAN MISHA_NONOO PEOPLE_OUTSIDE_ROOM PHOTOGRAPHER RAMON_MARTIN REECE_SOLOMON REED_KRAKOFF RYAN_LOBO SCOTT_STERNBERG SHIMON_OVADIA STEVEN_KOLB TERE_ARTIGAS THAKOON_PANICHGUL TIM_COPPENS TIM_COPPENS_ASSISTANT TODD_SNYDER TODD_SNYDER_ASSISTANT VERONICA_BEARD_ASSISTANT VERONICA_MIELE_BEARD VERONICA_SWANSON_BEARD VOGUE_INTERN VOGUE_PRODUCER VOICEOVER VOICEOVER Previously on the Fashion Fund STEVEN KOLB Each spring we get 150 to 200 applicants ANNA WINTOUR We select ten finalists and really learn about their business. They're being judged almost immediately. Can we only talk about the ones we like? BLONDE WOMAN It’s the most important people in fashion. JEFFREY KALINSKY Looks like other people’s stuff. ANNA WINTOUR No more insane ones, please. STEVEN KOLB Congratulations. You're one of the ten. RYAN LOBO Oh my god, Steven. MARC ALARY Thank you. VERONICA MIELE BEARD Thank you. VERONICA BEARD ASSISTANT Oh my god! VERONICA SWANSON BEARD No we really get to start to work. VOICEOVER Tonight on the Fashion Fund. ANNA WINTOUR After we’ve made the selection of our ten finalists, all of them come up to Vogue and they're each given 15 minutes to present past, present and future collections. And then they sit in a room ANNA WINTOUR and answer questions. ANNA WINTOUR You find being based in LA as a problem? MARCUS WAINWRIGHT How do you see your brand differentiating itself from the other brands that are out there. JENNA LYONS You said you re launched, what was happening in between? KEN DOWNING Who are your customers wearing as well as wearing Veronica Beard. VERONICA MIELE BEARD There’s a wide open space for the girl who wants sexy DIANE VON FURSTENBURG Just at the moment they say something interesting the clock goes and they say wahh. VERONICA MIELE BEARD Yikes! STEVEN KOLB These are the faces of Fashion Fund and they STEVEN KOLB really need to demonstrate that they have the talent. MARC ALARY I’m trying not to really freak out. VERONICA SWANSON BEARD You have so much to say in fifteen minutes. RYAN LOBO I didn’t think I would ever be that nervous. ANNA WINTOUR In the end, after we see their presentations, we argue, we discuss. ANNA WINTOUR I personally was disappointed. JEFFREY KALINSKY I was quite impressed with her. DIANE VON FURSTENBURG I was, too. MARCUS WAINWRIGHT It’s ten very successful and very influential people. You need to have a voice. ANNA WINTOUR Some of them have that and some of them don’t. You never know who’s gonna surprise you. VOICEOVER Every year, hundreds of young American designers apply for the CFDA/Vogue Fashion Fund. GIOVANNA RANDALL Winning the CFDA award is like winning an Oscar. STEVEN KOLB Anna Wintour from Vogue, Diane von STEVEN KOLB Furstenberg JACK MCCOULLOUGH Those people can make your career. ANNA WINTOUR We want to support designers that are gonna be the future of American fashion. REECE SOLOMON Every major designer in the last ten years has gone through this program. VOICEOVER Ten designers. VOICEOVER Four months. VOICEOVER One winner. MAXWELL OSBORNE Get ready, ‘cause it’s a hell of a ride. VOICEOVER This is The Fashion Fund. DAO YI CHOW Hey, Meredith. MEREDITH MELLING BURKE Hi! DAO YI CHOW Can you hear us? MEREDITH MELLING BURKE I can. I can. I’m calling to check in with you ‘cause I want to talk you obviously about the presentations to the judges MAXWELL OSBORNE Wow. DAO YI CHOW Gotcha. THAKOON PANICHGUL They don’t give you a lot of time to prepare for the presentations. SCOTT STERNBERG It was like you know immediately like boot camp right away. Like you get a call, congratulations slash you have to be back in New York and do all these things. MEREDITH MELLING BURKE You need to start thinking about it, and um, preparing for it. MEREDITH MELLING BURKE You’ve got to kinda clear your calendar for the Fund . Alright? DAO YI CHOW Thank you so much, Meredith. MEREDITH MELLING BURKE Okay, great. I look forward to seeing you later. DAO YI CHOW Yes, we’re super excited. MISHA NONOO "This is the first challenge. Youre being put under a time pressure and you have to deliver the best that you possibly can. We’re doing all these alterations and the models don’t really have time to come back and do a second fitting before we have to hand the looks over to Vogue. So it’s really just one fitting, and if you were doing a show or even a presentation you would be doing two fittings for sure. It’s just so busy and hectic. It is meant to slightly sit on her hip there. It’s supposed to sit a little bit lower. Yea I feel like we may need to take just a wee bit out of the back here. I think they’re looking at how creative and also how commercial your collection is. They want to see is there a business here and then I think they’re also looking at the evolution. That’s why you’re asked to do your past, present, and your future is to really see where you’ve come from and where you can take this brand. Really, the aesthetic is this distinctly, inherently British aesthetic. It has this old world essence that’s tinged with a sense of humor. Also this idea of permanence. You know an item of clothing that you buy and could be passed down from mother to daughter. It has its own sense of history and legacy, and I’m really inspired by that." Creating things that will be around for a long time. TIM COPPENS "I have to put a lot of work in that presentation. You have to show, you know, what’s your business about. The clothes are one thing, but the person behind the brand and you know how you talk about the brand, how you express yourself, that personality I think is also something they’re gonna meet. Do you know you have to hold it a little like to the front, there. My collection is a lot about bringing that athleticism to streetwear and then mixing it with tailoring. It’s a lot about me and that rebellious part that’s still there, but you bring it out with sophisticated materials. But those graphics of those graffiti and all that sits in there. Johnavic, we’re still missing two guys, huh?" TIM COPPENS ASSISTANT Will someone said yea, so I’ll say yea. TIM COPPENS "Yea. Can you stand here? Just here, move forward. We’re still, we’re waiting for like two guys. I just need to see them, you know. Because I need to, you know, I need to see that they fit in the line. Hi Meredith, it’s Tim, Coppens. Can you please give me a call. We’re still missing a model. I’m not a person that stresses about these things, but I just need to see him right now, otherwise I get pissed." ANNA WINTOUR You need to use this time. And it really is how you behave through the process, what we learn about you, what you learn, what you take out of it. STEVEN KOLB Just like you have to invest time into a portfolio that stands out you want to invest some time and really think out how you’re going to present yourself to the judges. DAO YI CHOW We didn’t know how intense the schedule would be. MAXWELL OSBORNE I thought they were like gonna say April Fools, your presenation’s not really Wednesday, it’s like next week, but that didn’t happen. We sat down; we looked at what we had on our plate. DAO YI CHOW I don’t think we’ve left the office since. It’s something that you have to really prepare for and really sort of buckle down and dig in. MAXWELL OSBORNE Let’s just run through this. DAO YI CHOW Yea, My name is Dao Yi. MAXWELL OSBORNE Hold on we gotta enter the room. I gotta get into it. Less is always more. Fuck. Less has always been more. Less is always more. Less is always more. DAO YI CHOW Less is more. DAO YI CHOW Max and I really came together for our love of music and fashion, obviously. The Public School guy is really us, so intrinsically when we design, we sort of design for ourselves. I think ultimately we want to present a real collection that has a clear point of view that’s different from everything out there. You don’t want to be the cool guys with like all style and no substance. That’s totally not what we’re DAO YI CHOW about. JASON JONES "This is a really good example of the great lengths that we go to for even the small pieces, so this is all hand cast and you can see our logo on the sides. You barely see it, but it’s there. That sort of subtlety is very Parabellum. It’s those little details that are important. My father is Native American. This is really me wanting to reconnect to that, and that has a lot to do with the iconography that we use, you know the American bison. A lot of our hides come from reservations. Bison was an obvious choice to us, it was really strong and resilient, and it had such history. What could be more American than that? You know I love things that last forever, those are the things that are most important, the things your mother had that her mother had. And people more than ever don’t make those things, you know, and so we’re trying to reverse that. We have so many wonderful things that we want to do and so many new things, but right now this is this is Parabellum, and we’re very proud of it." JASON JONES GIRLFRIEND Or this? JASON JONES But the Didion– the Didion’s come in? I think not this one? JASON JONES GIRLFRIEND Okay so the Didion is coming with this? JASON JONES So let’s keep, keep that. Bring that as a placeholder, and we’ll keep this one here. JASON JONES Ok. JASON JONES We have a package coming at 7am, so we’re trying to figure out right now whether it’s better to ship it and trust the shipping at 7am or to send somebody on a plane. It’s kinda the showcase. It’s our newest bag. We’re supposed to be presenting past, present and future, and this is the future of Parabellum. JASON JONES GIRLFRIEND So they fl they get from the airport straight to the fitting, to the model, out to the judges. MIKE FELDMAN Straight to the fitting. JASON JONES As long as it comes. VOICEOVER Coming up on the Fashion Fund. TODD SNYDER Inside I’m a bit of a nervous wreck. TODD SNYDER ASSISTANT I need help. TODD SNYDER So the fur’s still stuck in customs? TODD SNYDER ASSISTANT Yea, 9am it arrives. TODD SNYDER Uh… JUAN CARLOS OBANDO I flew in from Madrid yesterday afternoon. It was definitely like, how can we throw this together in 24 hours? Is chaos. ANNA WINTOUR He, he thought he could scoot through it ANNA WINTOUR which I hate. JENNA LYONS Their criticism is criticism of you. ANNA WINTOUR It’s a very emotional experience for them. JASON JONES Anybody I think after five days of no sleep and all this stress, you just sort of collapse. You know, you get nasty. TODD SNYDER Hi, Meredith. We are supposed to drop off our looks at 6. We were wondering if that is a time that can move out a little bit because we’re kinda running short. TODD SNYDER Uh, it’s all very overwhelming. I mean it’s, it’s um it all comes at you pretty quick. If you’re doing past, present and future, the past stuff was really hard to get, but even the present stuff is hard to get because it’s all either at photo shoots or what not. TODD SNYDER Alright black watchman’s coat, we got that coat. TODD SNYDER ASSISTANT That’s here. TODD SNYDER We need the fur. TODD SNYDER ASSISTANT The fur… TODD SNYDER The fur…is still stuck in customs? TODD SNYDER ASSISTANT Yea, 9am it arrives. TODD SNYDER Perfect, good timing. TODD SNYDER ASSISTANT So I think I’m going to be standing there waiting. TODD SNYDER We called up our showroom in Japan to send that back the fur that we couldn’t have here because it’s at the factory, so and it got stuck in customs. Inside I’m a bit of a nervous wreck. This is probably the most important fashion show we’ve ever had. What I’m trying to do is really design for the modern gentleman. My father was a gentleman and my grandfather was a gentleman. My generation we got into the grunge thing and it kind of got into casual Fridays, and now I’m starting to see a return to guys want to be gentlemen again and that’s really what my brand is about. We also started doing collaboration with Champion. Something that I was really passionate about just because I love the brand and we hit it off. You know, it was love at first sight. You know I’ve been begging pretty much everybody on that board to come to my show; so to be able to sit there in front of them and present it is this is our opportunity. ON_SCREEN TEXT FINAL FITTINGS RYAN LOBO We have five hours to have five complete looks, completely Vogue ready, so not a lot of time. RAMON MARTIN The fir for the waist is fine; it’s really a question of length. RAMON MARTIN Our minds just start working immediately. We just go straight into it. We don’t wait, cause I think if you stop you probably do get overwhelmed. RYAN LOBO The whole point of Tome is that it touches women’s lives. If we can put something into the world that actually means something to a woman in her day, then our job is done. This is a presentation to definitely show that we can be commercial, but it also is an example of our creative side and what we really want to show out there. RAMON MARTIN And then coat off. RYAN LOBO We’ll let you know how it goes. VERONICA MIELE BEARD The pants are perfect. VERONICA SWANSON BEARD You don’t think we need doubles there? VERONICA MIELE BEARD Things that stay on that rack have been completely gone over by the two of us a million times, so it’s a matter of which girl is going to look best in which look and already we have a sense, but you don’t know until you see them. VERONICA MIELE BEARD You know what, should we just try it without the dickey or no? VERONICA SWANSON BEARD No. VERONICA MIELE BEARD Just to show…it won’t take VERONICA SWANSON BEARD We don’t have the time. We have to like spend one minute on this outfit. VERONICA MIELE BEARD You know it’s really tough, but we’re just going to use this to our fullest advantage and learn as much as we can. VERONICA SWANSON BEARD When we were thinking about the presentation, it was really talking the inspiration behind the brand, the philosophy. There isn’t a lot of smoke and mirrors to what we’re trying to do because we think about this woman, our customer, and we work back. VERONICA MIELE BEARD We know this woman. We walk in her shoes. She cares about how she looks. She’s got a serious job, career or she’s married to a guy and she wants to be able to look good for him. VERONICA SWANSON BEARD We meet all of our customers, which is so amazing. They trust us because they see themselves in us. Two women going after it, and building a business and, you know, sticking to their guns. VERONICA MIELE BEARD That looks good when VERONICA SWANSON BEARD Yea. VERONICA MIELE BEARD she wears it open like that. VERONICA SWANSON BEARD Yea. VERONICA MIELE BEARD And you can see her waist. VERONICA SWANSON BEARD See the belt, right? VERONICA MIELE BEARD I think we have something, so I’m hoping we VERONICA SWANSON BEARD Hoping they’ll see the same thing VERONICA MIELE BEARD can get their blessing. DIANE VON FURSTENBURG To go through the process, you have to be ready for this full presentation. It’s like doing a mini business plan. It forces you to answer questions that normally when you start you don’t even ask yourself. That alone is so valuable they will never forget that. MARC ALARY "I’m a storyteller. Jewelry is really the way I feel like I express myself the, the best. Uh, and every piece that I do has a story. I’m just happy to see something coming to life like for me the act of kinda like creation. That’s why also I work in fine jewelry cause it’s something you want to keep forever and you touch the people with that energy and that for me there’s nothing better than that I think. My mom passed away in 2008 and that was really, really, really, hard for me. She was a huge fan of what I’m doing, very very very supportive with my work. The last trip she came here she gave me this. She said like you have to remember that you’re French, and I thought I would take it on the presentation. I actually never really take it with me, cause" I’m scared for it, but I thought this time I would take it to kinda like bring my mom with me, and I know that the important thing for her would be that the presentation goes well. JUAN CARLOS OBANDO I was on vacation in Spain when this whole thing happened. You get this call and I guess the whole vacation has to stop. I flew in from Madrid yesterday afternoon. They could not get me into New York City any earlier than that. So it was definitely crazy. It was definitely like how can we throw this together in 24 hours? Is chaos. MEREDITH MELLING BURKE Okay, we should be almost in first looks. Juan Carlos, you got that? JUAN CARLOS OBANDO I am, I am on it. MEREDITH MELLING BURKE Okay. JUAN CARLOS OBANDO Back in 2008, I applied for the Fashion Fund. I was, fantastic time, I was just entering the fashion world. The Fashion Fund in ’08 gave me the binoculars to see where do I go with this and how can I maximize the possibilities. But I also knew it was going to take some time; it wasn’t going to be overnight. Five years later, here I am. JEFFREY KALINSKY Who’s first? ANDREW ROSEN Juan Carlos. JUAN CARLOS OBANDO I hope I’m expressing everything accurate, precise and eloquent. MEREDITH MELLING BURKE Okay, you ready? JUAN CARLOS OBANDO Mm hmm. MEREDITH MELLING BURKE Okay, just take the next seat. VOICEOVER Coming up on the Fashion Fund. MARC ALARY It’s a bit of stress, but at this point I really want to try this thing as a businessman rather than an artist. MARK HOLGATE Emotionally it’s high in drama because people are offering up their life’s work in a way for us to look at. MISHA NONOO I’m not afraid of criticism, you know, I have a thick skin, and I can take it. JENNA LYONS You mention twice in your application that you wanted to be the first high end American jewelry house, but do you feel like there are no high end jewelry houses? MARC ALARY There, there is but not in the sense TODD SNYDER ASSISTANT We have one last piece of fur that goes on one of our jackets. We present in about fifteen minutes. Really nervous. STEVEN KOLB Today the designers are presenting. Each of the finalists has fifteen minutes to present their past, current and future collections. ANNA WINTOUR Usually they’re very nervous, you wonder how they’re going to get through the fifteen minutes. It’s a very emotional experience for them. DIANE VON FURSTENBURG Hello! MARK HOLGATE I think probably emotionally it’s high in drama because people are offering up their life’s work in a way for us to look at. JUAN CARLOS OBANDO I’m very grateful to be here today for the second time. For the past two years, I have decided to really refocus my designs and really change this opinion about that evening wear should be perhaps too fussy. Perfect, thank you girls. ANNA WINTOUR So Juan Carlos, I’d like to know why you decided to reapply to the Fund? JUAN CARLOS OBANDO When I first did it, I felt like I was just sampling fashion I feel like I was just trying to do something with it, and being in the Fund it validated that idea that I was making the right decision into, coming into this business. JENNA LYONS So you mention here you’re on the brink of becoming profitable, can you tell us a little bit about how big your business is and what that means? JUAN CARLOS OBANDO There’s a demand but we I’m afraid of not delivering. We don’t want to just give him this order and then on the backend he’s struggling borrowing money from his boyfriend I order to fulfill it, but, but ANNA WINTOUR Thank you. JUDGES Thank you. DIANE VON FURSTENBURG Thank you very much. PEOPLE OUTSIDE ROOM JUAN CARLOS OBANDO I had finished yesterday afternoon. I had to see everything at the last minute and I’m surprised that it went, that it went this smooth. MARC ALARY A bit of stress, but I did a few rehearsals with friends um yesterday and I, I keep on going for it. Like I’m trying also to see what’s going to resonate with, uh, with the different people on the panel. At this point I really kinda want to try this thing as businessman rather than an artist. This is actually here one of the most recognizable piece from my work. I think it really kinda like translates perfectly what I want to say with my jewelry. I think you can be like both sophisticated and humorous. STEVEN KOLB Marc, what’s with the monkeys and the animals? Can you tell us a bit about that inspiration? MARC ALARY The, the monkey thing is for me is like also the idea of not taking yourself seriously as like this idea of like making fun of yourself. JENNA LYONS How big is your business so far? MARC ALARY I’m limited by my own fund. I had to refuse some, uh, some stores which is really sad. JENNA LYONS You mention twice in your application that you wanted to be the first high end American jewelry house, but do you feel like there are no high end jewelry houses? MARC ALARY There, there is, but not in the sense I’m if when, uh, if I’m correct I said like really the counterpart of European houses. Cause I know like Tiffany’s like are fine jewelry but they can like downstream they, they, you know, collection. ANNA WINTOUR Thank you. MARC ALARY Thank you very much. MARC ALARY I was kinda like thrown back because it was my last question and I wish I had really time to properly explain myself. JENNA LYONS I think it takes a tremendous amount of courage and really healthy self esteem, uh, because their criticism is criticism of you. MISHA NONOO I’m not afraid of criticism in any way, shape or form. You know, I have a thick skin, and I can take it. MISHA NONOO Hello everyone! KEN DOWNING Good Morning. JUDGES Hi. MISHA NONOO I’m really inspired by the idea of the British royal seal of approval and what that means which is prestigious craftsmanship, and you know excellence in your industry. When I was a teenager I was living in London and there was really this High Street business and there was this kinda upper level of designer, there wasn’t really anything in between. It gave me the idea that I wanted to start my own label; I wanted to found my own business. So I went to business school MARK HOLGATE Why business school and not fashion school? MISHA NONOO I think it sets me apart; it makes me different. I mean I learn everything from finance to you know basic accounting. ANNA WINTOUR I’m just wondering how you feel about, or is it just not part of your aesthetic, the dream of fashion. I mean you haven’t mentioned, you know, more creative designers. You’ve mentioned designers that are wonderful, but more accessible. MISHA NONOO "You know, I think fashion sometimes can be so exclusive. You know I really like the idea of touching more than you know just a few women who have a higher disposable income. " JUDGES Thank you. MISHA NONOO Thank you very much. Thank you, everybody. MEREDITH MELLING BURKE Good job. MISHA NONOO "Thank you. Everything runs according to clockwork. It’s" really incredible. I’ve, I’m a very punctual person I just love that. It was like bang on time because otherwise you’re waiting and you’re like when’s it going to happen, when’s it going to happen. You just know. You’re going in at 8:30, you’re out at 8:45. Done. I love it. TODD SNYDER I’ve had the fortune of meeting some great people, one being the chef from ABC Kitchen which is my favorite kitchen on the planet. They’re going to do warm doughnuts and yogurt parfait with granola and a strawberry jam on top. Fashion is a lot like being a chef, all the ingredients are really known. It’s how you put it together that makes it new. Food to me is, probably, the quickest way to my heart, so I think it will be good to give it back to them. CHEF Hello! DIANE VON FURSTENBURG Oh, is this to eat? ANDREW ROSEN This one’s got some raspberry in it I think. DAVID BRUNO "We have one last piece of fur that goes on one of our jackets. It hit our studio, it’s in a car, and I think we present in about 15 minutes. So it might walk in, go right on the guy and then into the room, so it’s gonna be really tight. Really nervous." VOGUE PRODUCER Thank you so much. Good job. You saved the day. DAVID BRUNO There you go. TODD SNYDER "Phew. As I evolve and kinda continue to build my business, um I’ve started adding luxury to my, my pieces. So this one is actually a beaver collar." ANNA WINTOUR Todd, I’d like to ask you, you obviously have a lot more experience than some of other finalists, and I’m just curious to know why you wanted to apply for the Fund. TODD SNYDER Um, because, because I need help. Right now we’re in a bit of a conundrum to where we need to kinda do the next and the next for us is really opening up a store, especially with Champion. We just launched that. JENNA LYONS So how is Champion set up? Are you doing the production, are they, or what’s the? TODD SNYDER Well, I’m doing production. JENNA LYONS And what are you getting from them? TODD SNYDER Basically we source it, design it, sell it, ship it, and we just pay them, and we pay them 10%. JENNA LYONS I’m still confused, forgive me, but what is the benefit to working, I’m not sure I understand? TODD SNYDER Um, it’s really um Bummer. Thank you. DIANE VON FURSTENBURG Thank you. JUDGES Thank you. ANNA WINTOUR Thank you so much. TODD SNYDER Alright thank you. TODD SNYDER That was nerve racking I was like blah blah blah . I couldn’t get through my sentences so… ANNA WINTOUR I personally was disappointed on Juan Carlos. I didn’t feel that he had progressed very much. STEVEN KOLB He was unprepared for this too. ANNA WINTOUR The French poet with the monkeys? DIANE VON FURSTENBURG The articulation of the jewelry is really nice. REED KRAKOFF It’s a strong concept, and it’s super well defined. It’s not a big business ANNA WINTOUR It’s a tiny business. REED KRAKOFF But it’s very well done. KEN DOWNING His business is so small because he’s, he’s self financing it. ANNA WINTOUR And then we have the, uh, the businesswoman. JEFFREY KALINSKY I was quite impressed with her. DIANE VON FURSTENBURG I was too. ANNA WINTOUR "I think we need to look at the studio and see what the clothes are like. Food man, the one that think fashion is food." JEFFREY KALINSKY I was very impressed. I mean, it’s commercial. DIANE VON FURSTENBURG I, I don’t think he fits in the group. It’s not what this is about. VOICEOVER Coming up on the Fashion Fund JASON JONES Of course you’re nervous because it is a firing squad. JEFFREY KALINSKY It is scary. It is intimidating. Long table, all these judges. MARCUS WAINWRIGHT Being forced to stand up there and sell yourself. It’s daunting, puts you under immense pressure. TIM COPPENS The eyes are on us. DAO YI CHOW When a business isn’t profitable you sort of have to do what you have to do to a, to survive. JASON JONES I need like five hides VOGUE INTERN What, it’s like a big? JASON JONES They’re rolled up. No, no, it was five hides that were rolled up. VOGUE INTERN And I think we unrolled them and draped them over the racks that are over there. JASON JONES Okay. VOGUE INTERN Do you want I can come with you. JASON JONES Anybody I think after five days of no sleep and all this stress, you just sort of collapse. You know you get nasty. Of course you’re nervous because it is a firing squad. CHRIS CORRADO AC’s pumping. JASON JONES There’s zero air conditioning in here, and everybody’s high stress. This is the bag that we were waiting for, so Tere brought it on a plane. TERE ARTIGAS I got here at about 5:30 in the morning. JASON JONES Yea. JASON JONES Women’s is new for us so this is I would consider this our young Vogue intern. She spends all her money on fashion; she can’t stop herself. And then this is the same girl a little bit older. She goes to the opera, loves older men . JENNA LYONS Is bison it for you? Is there anything JASON JONES No. JENNA LYONS outside the world of that? JASON JONES It’s not that I don’t have a million more ideas; it’s just that I try to keep it uh, in a very confined place so it’s relatable for right now. REED KRAKOFF It’s very well resolved. JASON JONES Thank you. REED KRAKOFF I think the hide, I think it’s impressive how controlled the language is. Is there a brand that you look at as more of a proxy for what you want to do? JASON JONES Yea, I, I think the dimension that you show is phenomenal. Not because you’re a judge JUDGES JASON JONES That’s the nervous thing for me is that we’re gonna sit side by side next to you who people know and then you know, and it’s difficult. DIANE VON FURSTENBURG Who would you like as mentor? JASON JONES Reed. STEVEN KOLB Alright, thank you. JUDGES Thank you. JASON JONES Thank you all. DIANE VON FURSTENBURG Very nice. JASON JONES Thank you. DIANE VON FURSTENBURG That happens to be a very good question by the way. JASON JONES Thank you. DIANE VON FURSTENBURG The question of who would you like as a mentor. If you, if they answer it seriously it means what kind of advice do they feel they need most. JASON JONES Honestly, he is such a, an inspiration to me so that was really neat. TIM COPPENS It’s kind of intimidating because the eyes are on us. It is tough, yes, but I think you just have to find what your brand is about and then just keep showing that you make into a, to a sustainable business. TIM COPPENS Hi. Hi, good morning. These are my five guys. There’s a mixture of technical details with uh, more like fashion, fashion forward thinking. And everything is very stealthy, so it’s got like snaps. It’s all, all very blind. And this is like a MA1 jacket, um, that I used as a base for a lot of the silhouettes. I used to skate for like 14 years, so that, that sits a lot of what I do. So when you wear like your elbow pads, you wear them underneath, so this is like that volume that I wanted to illustrate that there. And this is like– We made a pocket out of that. MARCUS WAINWRIGHT What do you think you’re known for obviously you say your bomber jacket every season TIM COPPENS Uh hmm, yea. MARCUS WAINWRIGHT every, and they’re super cool, but what is driving the sales of the business? TIM COPPENS Yea, it’s, it’s the bomber jacket we’re known for and then in spring is the knitwear, the cut and sew knits and also the sweaters. DIANE VON FURSTENBURG And who did you ask to be your mentor? TIM COPPENS Um, I think somebody from, from retail. DIANE VON FURSTENBURG No, but I mean who would you dream to be your mentor; I’m sorry. TIM COPPENS I haven’t really given it that much of a thought. JEFFREY KALINSKY It’d be someone that would volunteer their time DIANE VON FURSTENBURG to advise you. JEFFREY KALINSKY to help you. TIM COPPENS Oh, I think someone at Prada that handles all the logistics and the production, and I could just call. Yea. ANNA WINTOUR Great, thank you so much. TIM COPPENS Thank you. JUDGES Thank you. TIM COPPENS Thanks. DIANE VON FURSTENBURG Who would want your advisor to be…logistics? That’s not what you want. Logistics you can buy. TIM COPPENS I mean it’s, it’s difficult because you know they ask all these questions, and they, you know, they get into you. RYAN LOBO Such an esteemed panel of people. What those people could teach us about business in a day, you couldn’t learn in a whole lifetime of working in this whole industry. RAMON MARTIN We start with the woman, um, as our inspiration. Pure, clean, simple clothing that really speaks directly to the, to the consumer. ANNA WINTOUR Thank you. DIANE VON FURSTENBURG If you have to say like in one word what do you think you stand for? RYAN LOBO I would say relevance. I think nothing that we do if it can’t be taken off a runway and put on a woman’s back and actually be relevant to her in her day to day life, then we’re really not interested in putting it out there. JEFFREY KALINSKY And the name Tome? RYAN LOBO It’s a literary term that refers to a volume of work. We just thought as our first volume of work together, one of many we hope, and when you’re choosing a name for a brand that’s not your name it’s really hard. RAMON MARTIN It’s so hard. STEVEN KOLB Alright, thanks guys. ANNA WINTOUR Okay thank you. JUDGES Thank you. DIANE VON FURSTENBURG Thank you. RYAN LOBO I didn’t think I would ever be that nervous standing and talking on my feet, but we were. RAMON MARTIN RYAN LOBO We knew maybe, hopefully, they didn’t. I’m sure they did. PHOTOGRAPHER And now… ARIEL OVADIA We’ve been working in the clothing industry for about 15 years, since we were kids. SHIMON OVADIA This is really all we know. ARIEL OVADIA We’re very confident in all of the designs because they’re timeless and they’re classic and they’re fresh at the same time. I think we really have an advantage. SHIMON OVADIA My brother is on his honeymoon, and he couldn’t be here today, so I Skyped him in. SHIMON OVADIA You want something to drink? And that’s part of me being a little bit nervous because usually I have someone that’s there with me. I don’t have to do all the talking. And I’m not used to presenting things in front of these, these type of people. These people that know SHIMON OVADIA better than anyone. ANDREW ROSEN Unfortunately the brother is in Israel. MARK HOLGATE Oh, okay. SHIMON OVADIA "My brother Ariel couldn’t be here today, so I brought him with me. He’s on his honeymoon in Israel. He was thinking about cancelling but his wife, uh, didn’t like the sound of it. We brought our looks from the past, present and future. The idea behind the collection’s is how do we make something that’s relevant today; it’ll be relevant in ten years and it would still be cool and it would still be exciting." MARCUS WAINWRIGHT This is obviously a very strong year for menswear in the Fund. How do you see your brand differentiating itself from the other brands that are out there and specifically the other three guys in, in the Fund? SHIMON OVADIA Some of the other guys, you look at it and okay it’s, it’s more trendy or maybe it’s a little bit old and you’ve seen it before. I think that what we’re doing is a lot fresher and a lot newer. . Thank you guys. ANNA WINTOUR Thank you very much. SHIMON OVADIA We’re humbled to be here and even to be considered. SHIMON OVADIA You always have to take a step back and say this is great. You have to see who you’re becoming, and uh I think it’s easy to, to get caught up in New York and not take a minute to do that, so I just wanted to, to speak my SHIMON OVADIA mind and let them know how I felt. ANNA WINTOUR The bison man? DIANE VON FURSTENBURG The bison man is adorable. JEFFREY KALINSKY He might not be ready yet, but ANNA WINTOUR He’s someone to watch. JEFFREY KALINSKY but there’s something real. ANDREW ROSEN There’s definitely something real. DIANE VON FURSTENBURG Tim Coppens? ANNA WINTOUR The intellectual. JEFFREY KALINSKY He was my biggest disappointment today. REED KRAKOFF Me too. I loved the pictures. I didn’t love the clothes. JEFFREY KALINSKY "I was so looking forward to it. I thought oh we’re gonna have like this mens star. Somebody who really is a designer." ANNA WINTOUR Okay what about the Australians? DIANE VON FURSTENBURG They talk a lot about literature, but there’s no poetry. Go back in the bookcase. ANNA WINTOUR Then is it the twins next? STEVEN KOLB Yea, Ovadia & Sons ANDREW ROSEN He’s used to having his brother with him since birth. This is the first time I think he’s been alone. JEFFREY KALINSKY I have reservations JENNA LYONS What, what didn’t work for you? JEFFREY KALINSKY It just didn’t send me. ANNA WINTOUR So they’re, they’re, we’ll see. VOICEOVER Coming up on The Fashion Fund. JENNA LYONS You said you re launched, what was happening in between? MAXWELL OSBORNE To pay some bills, we had another line Black Apple that was slowly growing at the same time. . ANNA WINTOUR There’s some that just ramble. You think they’re never going to stop. You know, they use up all their time in, in not an efficient way. VERONICA SWANSON BEARD We’ll sit on one floor in one store VERONICA MIELE BEARD He asked who are competition was… VERONICA SWANSON BEARD I know. The answer VERONICA MIELE BEARD We have fifteen minutes. MARCUS WAINWRIGHT If I was to give someone any, any advice: don’t drink too much coffee. KEN DOWNING Today we see ten designers, and they each get fifteen minutes. They present with models and then we sit them down in a chair, and we grill them. VERONICA SWANSON BEARD We would hope that they would evaluate us on the business that we’re trying to build. VERONICA MIELE BEARD What is Veronica Beard and is this leverageable? VERONICA SWANSON BEARD We really do understand our customer so well. For us it’s, it’s really an emotional thing. VERONICA SWANSON BEARD We’re so nervous and so happy to be here today . VERONICA MIELE BEARD Veronica and I started three years ago, and we always talked about the void in the market for the girl today who, um, wants American sportswear that has luxury elements but that’s hard wired for real life. I worked on Wall Street a long time, and I watched women abandon their femininity. They wore a man’s suit, and they looked terrible, so I thought you know what I want to be taken seriously, I want to look great, but I don’t want to give up you know what’s mine VERONICA MIELE BEARD and KEN DOWNING What other designers are your competition on the, on the, in the retail landscape? VERONICA SWANSON BEARD In the department store it’s different obviously, we’re dealing with vertical real estate, and so you know we’ll sit on one floor in one store VERONICA MIELE BEARD He asked who are competition was though… VERONICA SWANSON BEARD I know. VERONICA MIELE BEARD Oh, okay. VERONICA SWANSON BEARD But that’s what I’m getting to. And um so it depends on, the answer is VERONICA MIELE BEARD We have fifteen minutes VERONICA SWANSON BEARD It depends, it depends on the store. VERONICA MIELE BEARD There’s a wide open space for the girl who wants sexy, but you’re breaking the bank today. Girls are almost ashamed to put $3,000 on a cocktail dress, you know, and how many times are we trying to get by our husband with the bag. Yikes! ANNA WINTOUR There’s some that just ramble. You think they’re never going to stop. You know, they use up all their time in, in not an efficient way. VERONICA SWANSON BEARD You have so much to say in fifteen minutes, you know, it’s so hard to sort of condense it all into that time. VERONICA MIELE BEARD Now I can go pass out. DAO YI CHOW We’re happy with our product range and the quality. We’re not happy with the growth, and I think that’s, something that we’re, we’re gonna be grilled on or asked about is where is the business. MAXWELL OSBORNE They want to pick a winning horse. Somebody that they see being another Rag and Bone, another huge brand, a lifestyle brand that will you know stand the test of time. And we understand that. MAXWELL OSBORNE Good morning. DAO YI CHOW Good morning everyone. This is the genesis of Public School and the Public School look: tough, hard edged, full of attitude. MAXWELL OSBORNE Equal parts sophisticated, street, and very much strong. DAO YI CHOW Blending in by sticking out. It’s the New York City way and it’s really our way DIANE VON FURSTENBURG I like that. DAO YI CHOW Thank you very much. DIANE VON FURSTENBURG I like that. That’s so good. ANNA WINTOUR You ever do any color? DAO YI CHOW Uhh DAO YI CHOW Yea, we do, uh, black and MAXWELL OSBORNE Uh, we do gray. ANNA WINTOUR Gray is a color. JENNA LYONS Can you talk a little bit about you said you re launched, what was happening in between, there’s? DAO YI CHOW That was a very difficult decision for us. Our biggest customer Barney’s, which represented more than half of our buy, had passed on our collection, and the conversation was that they just felt like our look wasn’t strong enough for them to support the business. MAXWELL OSBORNE We had another line Black Apple which was slowly growing at the same time. To pay some bills, we really focused on Black Apple because that was growing faster than we actually planned. KEN DOWNING Is the Black Apple collection still in existence? MAXWELL OSBORNE Yes. DAO YI CHOW Yes. KEN DOWNING It is. JENNA LYONS And what, how big is, like can you tell us about it? DAO YI CHOW Sure. Um, Black Apple our biggest customer is DAO YI CHOW Urban Outfitters MAXWELL OSBORNE Urban Outfitters MAXWELL OSBORNE We actually have another sales and brand manager for Black Apple. ANNA WINTOUR Do you do any other consultancies? MAXWELL OSBORNE Yes, we do a lot of consulting. That’s pretty much how we pay ourselves. DAO YI CHOW You sort of have to do what you have to do to, to survive. MARCUS WAINWRIGHT So where do you see yourselves in two years? DAO YI CHOW Ideally we would love not to consult at all and, um, ideally we would like 100% of the focus to be on Public School. DAO YI CHOW Thank you so much. DIANE VON FURSTENBURG Thank you. MAXWELL OSBORNE We talked way too much about fucking Black Apple, man. DAO YI CHOW I can see where they’re going, they’re like how do you have time to focus on Public School? I mean that’s why man let’s not fucking talk about it. We talked about like Black Apple for like fucking half the interview, man. So whack. MAXWELL OSBORNE Black Apple became a conversation, a longer conversation, than it really needed to be. DAO YI CHOW The insecurity of it not being only about Public School, you know, us being distracted and us being having too much on our plate and us not really looking at our business like a real business, that we’re working on all these other projects, so. ANNA WINTOUR The two social girls? MARCUS WAINWRIGHT I think they were nervous. REED KRAKOFF I think they need time. ANNA WINTOUR I would take, I would take the, uh, blonde English girl over STEVEN KOLB Yea I was disappointed in them. ANNA WINTOUR Public School? ANDREW ROSEN I think they need the Fund. JEFFREY KALINSKY I just don’t get it. They were too cool for school for me. MARCUS WAINWRIGHT I disagree I thought they were pretty cool. JUDGES ANNA WINTOUR That’s why we love having you Jeffrey! You’re always different. That’s great. JEFFREY KALINSKY I just, they just didn’t impress me. MARK HOLGATE "We are constantly thinking and debating and analyzing and seeing how the finalists are performing and how they’re working. It’s a cumulative process, it starts with 15 minutes and it goes on for another four months. There’s an awful lot of talking, an awful lot of showing, an awful lot of presenting still to come." ANDREW ROSEN The English girl was the best of DIANE VON FURSTENBURG By far, by far. ANDREW ROSEN the women’s brands, by far. MISHA NONOO I feel relieved because there was obviously this level of anticipation about, you know, you don’t know what they’re going to ask you. So it’s this idea of the unknown, but I think that they liked it. DIANE VON FURSTENBURG The articulation of the jewelry is really nice. JEFFREY KALINSKY That woman’s bag really impressed me. It seemed to have something. REED KRAKOFF He’s talented. DIANE VON FURSTENBURG There’s real craft there. ANNA WINTOUR They can be stars, right? JUDGES Yea. JENNA LYONS And I think they’re point of view is the most defined out of any of them. ANDREW ROSEN And I think those guys need a lot of help. They need some advice. ANNA WINTOUR But they have the ingredients? ANDREW ROSEN They have them, definitely. STEVEN KOLB Ovadia and Sons? DIANE VON FURSTENBURG I think they are a package and they are very REED KRAKOFF They were amazing. JEFFREY KALINSKY I’m not negative against them but DIANE VON FURSTENBURG You want to see more? JEFFREY KALINSKY Yes. SHIMON OVADIA I think that I really embraced the moment, and I tried to do the best that I could. JEFFREY KALINSKY I mean y’all are gonna be surprised by the one men’s that did send me but um JENNA LYONS Let’s hear it. JEFFREY KALINSKY Todd. I was very impressed. TODD SNYDER I’ve been doing this for 20 years and this is exactly what I wanted to be doing. ANDREW ROSEN It’s a long process. Who looked good after that meeting may not end up looking good three months from now, so there’s a lot of things that have to happen. ANNA WINTOUR Every time there’s a new part of the process, you’re gradually peeling back who they are, what they are, what they believe in until you get to the gift. VOICEOVER Next week on the Fashion Fund. VERONICA SWANSON BEARD The Uniqlo design challenge, you know, our kids going back to school in the same week. It’s crazy. MISHA NONOO It’s a balancing act. It’s a lot of things that you have to think about all the time. JASON JONES It’s history. You know it’s your first page in Vogue. DIANE VON FURSTENBURG Having a “signature” – you say that word a little too often. MARC ALARY Vogue really wants to have that piece for the photo shoot. JEWELER WOMAN Not even try it, he said. MARC ALARY Not really happy now. MIKE FELDMAN What’s the time frame on all this stuff? JASON JONES Ten days. MAXWELL OSBORNE I have no idea how things are even going to get done at this point. ANNA WINTOUR We’re watching. KEN DOWNING MARC ALARY Hi. ANNA WINTOUR Hi, how are you? MARC ALARY Welcome to my studio. ANNA WINTOUR Twice in one day, you’re going to be sick of us. MARC ALARY Yeah. No. Well, welcome to my studio. Please come in. KEN DOWNING Thank you. Nice to see you. MARC ALARY Nice to see you again. ANNA WINTOUR Is this where you make everything? MARC ALARY Um, no. So I go to the jewelry district. ANNA WINTOUR Okay. MARC ALARY So here I design. I design everything… ANNA WINTOUR This is your show room. MARC ALARY Exactly. I design. I show the piece here. I draw, I draw everything. MARC ALARY When Anna sat down I was really happy cause I felt like, I don’t know if I’m right, but she was interested in all like…She wanted to sit down and check my work ANNA WINTOUR And do you change the animal by season? MARC ALARY Absolutely. ANNA WINTOUR And what are you doing next season? MARC ALARY So next season I’m going to go, a bit slightly more abstract. I started to… ANNA WINTOUR No animals? MARC ALARY Yes, animals. And uh, nature. I started to do a lot of research into like African masks. I did a lot of them. And there is a lot of them like inspired by nature, and animals again. MARC ALARY Every season I also try to force myself to come with an animal that wouldn’t be obvious to me, like the crocodile. I have a phobia for any reptile, and crocodile. So I decided to like, kind of push myself. It felt really really good, and I’m definitely going to like uh listen to the advice I got today. MAXWELL OSBORNE I cleaned up our office. DAO YI CHOW Otherwise you wouldn’t even be able to walk in here. MAXWELL OSBORNE I think you’re being judged on everything. MAXWELL OSBORNE How you even dress? Did you offer them water? Did they have juice? Did you know, I think like all of that…how dirty is your office? Is your office kind of organized? Do you have a staff, do you not have a staff? I think you’re going to be judged on everything. ANNA WINTOUR Hello again. REED KRAKOFF Hello, how are you? ANNA WINTOUR You must be fed up seeing us. DAO YI CHOW No, not at all. ANNA WINTOUR This is where you work? DAO YI CHOW This is where the magic happens. REED KRAKOFF This is great. DAO YI CHOW Sometimes. ANNA WINTOUR We got to ask you a lot of questions this morning. KEN DOWNING So is the Black Apple collection still in existence? DAO YI CHOW Yes. KEN DOWNING It is. DAO YI CHOW We talked way too much about fucking Black DAO YI CHOW Apple, man. ANNA WINTOUR Is there anything you’d like to ask us? MAXWELL OSBORNE Uh, can we redo our presentation? ANNA WINTOUR It was fine. DAO YI CHOW It went… ANNA WINTOUR It’s just, it’s just the beginning. REED KRAKOFF Everyone realizes, it’s a lot of pressure. DAO YI CHOW Reed even put us at ease a bit. In this morning’s panel discussion he didn’t say anything. I looked at him and I thought he was like looking right through us. Yeah. MAXWELL OSBORNE It was a lot different than this morning. DAO YI CHOW Yeah. Really different than this morning. REED KRAKOFF Everyone, the content is what matters. ANNA WINTOUR It’s the hors d’oeurve – you have a long way to go. Till November. REED KRAKOFF A good way to put it. Everyone did well. DAO YI CHOW When you can let your guard down a bit then it feels like maybe it’s going better and you can be yourself. ANNA WINTOUR Good luck. DAO YI CHOW Thank you so much, Anna. ANNA WINTOUR Nice to see you again. DAO YI CHOW Nice to see you again. We want to take full advantage of it and we want to exceed expectations. You know, there’s a big sort of burden there. MAXWELL OSBORNE Uh, I don’t think we’ve exhaled for quite some time.