Nearly seven years old, this New York-based brand has grown to be a global powerhouse in the fashion industry. Area produces very modern takes on glamour garments. The name Area comes from Area nightclub in Manhattan that was known for its eccentric themes that attracted an eclectic group of people. In this way, Area (the clothing brand) looks back to fashions of the past and reinvent it in a way that feels more current. “We love classic things, but we want to recontextualize them. Glamour can be rhinestones, but it can also be an Hermès double-face cashmere coat. We look at old references—’60s Balenciaga, Lanvin couture—and try to strip things down, make it in a new way,” says co-designer Piotrek Panszczyk in an interview with Vogue.
In the last year, you’ve probably seen Area on clients such as Dua Lipa, Chloe x Halle, Billy Porter, Beyoncé, Lady Gaga, Keke Palmer, Blackpink, Cardi B, Tracee Ellis Ross, Megan Thee Stallion, Solange Knowles, Indya Moore, Gigi Hadid, Zendaya and most recently Billie Eilish. The garments Area creates are fantastical, glittering works of art. In a very alternate direction for the brand, though not at all a baseless business decision, Area is making a move toward the creation of a haute couture line.
As a response to the pandemic, we’re seeing many notable fashion labels like Gucci, Louis Vuitton, Prada, Chanel, etc. move more toward ready-to-wear collections. Couture just doesn’t have as much of a place in the world right now with consumers cutting costs and largely not needing couture clothing, as most people are practicing social distancing with no place to wear couture clothes. This general RTW movement has left the couture market less saturated, allowing for smaller brands to make a leap from the standard retail business model to a line of luxury, opulence and high-end quality design.
In a lot of ways, it feels like Area has been a couture line with a focus on RTW. It will be interesting to see how they further break out of the mold and if they can exceed the expectations they’ve set for themselves with the clothing they’ve already put out.