Meet Area, the Brand Taking Over the Fashion World Without Any Influencers
Nowadays, it is almost impossible for a brand to make a name for itself without paying online influencers. Some brands, perhaps most notoriously Fashion Nova, have built up armies of influencers that constantly push their products, sometimes to the point where no one wants to see them anymore. The game of influencer marketing is difficult to play, as it is virtually impossible to predict which ones will get involved in scandals that could end up tarnishing the images of the brands associated with them.
This isn’t a problem for Area, a New York-based label founded in 2013 by Piotrek Panszczyk and Beckett Fogg. According to InfluencerDB, an influencer marketing data software company, Area was the third-highest ranking fashion brand based on earned media value at Coachella, behind only Revolve and Fashion Nova. However, unlike these two companies, Area did not pay a single person to wear their designs, and yet, their pieces were seen on big names like Kendall Jenner and Katy Perry. Since Coachella, Area’s clothes have been spotted on Dua Lipa, who wore one of their bodysuits for her performance with K-Pop group Blackpink in New York, and Michelle Obama, who wore a custom look for her “Becoming” book tour. With so many high-profile people spotted with their pieces in such a short period of time, it’s no surprise that Area is trending on Instagram. Despite being very young, this is not the first time the label has been recognized for their work, as they were one of the finalists for the 2016 CFDA/Vogue Fashion Fund, which awards emerging American designers for exceptional work.
Area, named after one of New York’s most popular nightclubs in the 80s, is known for their signature fringy crystal embellishment on everything from clothing to shoes to bags. While some might find their sparkly designs tacky, there is something fun and fresh about how the brand doesn’t take itself too seriously. Panszczyk and Fogg bring glamour to otherwise plain pieces, which pairs perfectly with the current maximalism trend.
In their most recent NYFW show, the founders focused on dualities, mixing tasteful and tasteless, subtle and loud, masculine and feminine, and more. These contrasts resulted in an unforgettable show, which included everything from iridescent mini dresses to embellished tracksuits. A closer look at the houndstooth pieces reveals that the print is actually made up of A’s, creating a monogram logo similar to the likes of Dior or Fendi. With such a diverse collection, there is something for everyone, and each piece still has an Area flair.