NK OMO

"The idea of branding, we have to re-think that," says designer Norma Kamali in a New York Times piece by Ruth La Ferla (5/7/09). "Sometimes a label only gets in the way," she adds. Norma’s idea of branding "has always been out of the box, even outrageously subversive," but also rather straightforward. She’s got something for "both the general shopper looking for style and the … fashionista who wants that special something." Evidence of this is in abundance on eBay, "where vintage Kamali pieces are steadily sought after." (link)

eBay is said to "double as catalog of Ms. Kamali’s pioneering concepts." It features everything from Norma’s famous "cocoon-wrap fleece coats" to "a little black shirtdress made of stretch jersey which sold for $39, nearly double its original price at Walmart." Yes, Walmart — about 15 months ago Walmart started carrying Norma’s NK for Walmart label. Walmart won’t release sales figures, but the line "of career-wear and activewear for $20 or less" apparently is selling well. Norma actually has a history of doing well during hard times.

Her "puffy down coats … spiked in popularity after 9/11," for instance. That design is basically a sleeping bag with sleeves. Norma has also fashioned jumpsuits of parachute silk, kimonos of quilt and tunics from sweatshirts. "She’s never been depressed by working with inexpensive fabrics," says Caroline Rennolds Milbank, a fashion historian. Norma says she simply doesn’t compromise: "If I think of something as lesser, it’s insulting to the consumer," she says. She got a special kick when NK was introduced at Walmart: "I cried," she says. "People were asking me to sign their receipts — $30 sales receipts. It was cool."