THE MODERN WOMAN

The approach to developing the On the Banana Collection began the same way many creative projects do – with a ton of visual research. Several days and thousands of keyword searches later, an image from the Ralph & Russo 2019 Cruise Collection fell into the feed. The colours and draping of fabrics captured the essence of what Code of Conduct seeks to suggest. The designer’s application of a youthful palette set with silky fabrics alluding to timeless grace hit the sweet spot for aesthetics. It sparked interest to discover more about the London based design house and their keen focus on the evolution of the modern woman.

The modern woman is young, entering the working world and faced with a constant inner battle when it comes to her wardrobe selection. One the one hand, she has a deep need to express individualism. On the other, she must adhere to societal standards of poise and professionalism. It is a challenge entering the working world as a young woman. She must be strong, speak her mind, stand up for projects she believes in, yet not be assumed upon as bossy, off-putting or emotional. The fashion industry is about adhering to developing trends, not necessarily about understanding their audiences. Consumers desire to follow trends, but the individual seeks to express their own identity. In our shopping experiences, we look for items in fashion, but always search for the versions of them that are just a bit different than all the others. We splurge on the statement pieces and expect them to perform highly in front of our peers through emphatic compliments. Somehow the house of Ralph and Russo manages to understand this phase of their consumer’s lives. In an article published earlier this year, Les Facon stated this about the design house’s target consumer, “The Ralph & Russo Resort 2019 Collection offers an array of options to compliment her varied lifestyle.” And a young woman’s lifestyle is indeed varied.

5 FACTS ON THE DESIGN HOUSE

1. Founded in 2010 by Tamara Ralph and Michael Russo

2. Eight years later, the company now staffs over 450 people

3. Tamara Ralph is one of three female creative directors featured in Paris Haute Couture Week

Both Tamara Ralph and Michael Russo were included in Fortune’s Top 40 Under 40 list

4. They have worked with clients including Bella Hadid, Angelina Jolie, Gwenyth Paltrow, and Beyoncé

5. Their Spring Summer 2016 show featured a dress with 826 metres of tulle and 46 meters of organza

Don’t forget to show some love to Ralph & Russo. They granted non-commercial use to the stunning photo you see in this blog. Photo: Ben Scott