For an industry that turns its nose up at buttery croissants and moules frites, the imagining of fashion as an edible entity is pervasive. Unsatisfied with tickling our tactile, visual and auditory fancy, phrases like “couture confections” and “delectable daywear” drip from blogs, magazines and fashion nomenclature. Now, the ever witty Cynthia Rowley has put a literal spin on the paradox, bringing her new Fall 2013 collection to life from inside her own boutique candy store.
CuRious Candy is four stories of pecan-covered caramels, sugar-crystalized crockery, “storm cloud” black licorice cotton candy and sweet sculptures. From within this Willy Wonkaesque establishment, digital prints mimicking candy ribbons, watermelon-coloured knits, leather-quilted accessories, and oversized mother-of-pearl lockets (with a distinctly candy aesthetic) blossom. It’s about mixing light and dark elements, and Rowley has created an oasis of indulgence for the stylish set this NY Fashion Week.
Acing the creative concept stakes (concept stores are distinctly la mode this year), Rowley also makes a clever business move, as reinvention becomes key to survival in the face of the ominous “online-ification” of the industry. She’s also teamed up with Red Bucket films to give us a super tasty fashion film. Stepping away from the traditional défilé is trending, and it’s clear that Rowley is leading the way in the redefinition of fashion taste.
Seek out Cynthia Rowley’s CuRious Candy boutique at 43 East 78th Street, New York.
Written by: Symonne Torpy