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What kind of customer do you design for?

I can’t even stress how relieving it is that Lagerfeld put into words what was only sounds in my mind.

“I never want to think about customer…I just do collection, then it’s up to them to run with it. Wherever they run, whatever direction they take, I hope it’s the right direction, but I don’t believe it’s a good thing to say I design for this kind of person. There was once a French designer who said my dress is only bought by clever women…she went out of business. Never say, THIS is for you and THIS is NOT for you, I think it’s very pretentious.”

– Karl Lagerfeld

Designers always describe their “customer” as being fearless, beautiful, professional or confident. It’s repetitive…and a tad annoying. I think designs are in the eyes of the beholder. A collection will mean different things to different people. Like Lagerfeld said, let the customer figure it out and let them “run with it.”

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