Simply Shine: What You Need To Know About Area - Lady Gaga And Michelle Obama's Favorite Brand

Venerable couture houses like Chanel and Dior will have to make room for this season: New York brand Area will join the schedule of Haute Couture Week, which will make its presentation on January 28. He still cannot boast of a solid history (the brand was founded only in 2014), but his things have already appeared in the filming of all the key gloss, and the main world celebrities of the first magnitude wear them with pleasure on red carpets. Here's everything you need to know about the latest addition to the Paris couture timetable.

A brand from New York named after a Manhattan club

In 2014, Area was founded by two graduates of the legendary Parsons fashion school - Beckett Fogg and Petr Panchek. They usually cite pop culture and the 80s as their main sources of inspiration, hence the extravagant silhouettes, the abundance of glitz and vibrant colors. The brand even got its name from the famous Manhattan club of the era, which threw raves and art performance parties that attracted audiences from all over the city, including celebrities. I must say that the brand's shows in spirit and atmosphere remind a lot of exactly what happened on the dance floor of the club of the same name.

Shine. Lots of shine

Area quickly became popular on social media. It is not surprising: their clothes look very impressive on the Instagram feed. The thing is that they do not spare shining crystals for their things, sometimes creating only whole dresses, handbags, hats and even wigs from them. It would seem: a beautiful, but most impractical solution. Who dares to wear that? Nevertheless, the brand has more than enough fans, and their items are already represented in all the key multi-brands of the world. Do you still think that discreet and comfortable clothes rule the fashion after covid? In vain.

Celebrities love them

The best advertisement for any fashion brand is its famous customer list. Area, despite its young age, is quite impressive. Lady Gaga, Beyoncé, Michelle Obama, Ariana Grande, Cardi B, Kendall Jenner, Katy Perry and many others choose their outfits for red carpets and everyday outings. And, of course, they all share photos of the brand's shining outfits on their Instagram - which makes them the best promo.