Iman Makes Her Bed with Alok
Warren Shoulberg -- Home Textiles Today, April 6, 2013
Fashion icon Iman and Alok president Arun Agarwal with the featured Morocco bed, part of her bed and bath launch.
The line, which includes three bedding ensembles with coordinating towels, debuted during market and is set to arrive in stores this fall. The groups offer design statements from around the globe, spanning from Morocco to Ibiza to Hollywood.
Iman, born in Somalia, first burst onto the international scene as a fashion model gracing the covers of Vogue and other publications. She continued to work with designers, eventually creating her own line of cosmetics and then apparel that has been a huge hit for Home Shopping Network. Several years ago she moved into the home arena with a line of fabrics for P. Kaufmann, but this is her first line of finished home textiles products.
"My passion has always been home," she told HTT on the eve of market in the Alok showroom in 7W. "I love textiles. When I was a model, the other girls used to go out at night, but I would go to flea markets looking at fabrics. My husband [singer David Bowie] calls me a chic hoarder."
Iman said she took her time in finding the right partner to work with for finished products. "I'm very sensitive about price points and understanding that just because it doesn't cost a lot doesn't mean the quality has to suffer. We found the right partner in Alok."
Arun Agarwal, president of Alok, agreed, pointing out the embellishments, sewing details and styling of the groups, which will hit a $199 price point for three-piece queen comforter sets. Many of the designs are derived from the Kaufmann fabric line.
Iman said she thinks American consumers are ready for the sophisticated prints and layering of the beds based on what is going in apparel design. "Six years ago everything in fashion was neutral and gray. Now it's all about prints and layering. It's totally changed, and that customer who is buying those fashions will be looking at them for her home now. The landscape is ready for these looks.
"Americans are still conservative, but they are willing to go for these looks. They just need someone to curate the collections. And that's my job."
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