'The whole collection is about uniqueness and individuality—your clothes, your way, your size,' Elite World Group's JuliaHaart says of the agency's new label, e1972.
—a rare sight on the runway, given that the beloved model “retired” at age 23 in 2017—followed suit. Even rarer was the fact that showgoers occasionally cheered—though who couldn’t, in the presence of the runway’s most high-energy model, Miss Fame? The same goes for Bebe Rexha, who made a surprise appearance and strutted up and down the runway with glee.
The brand offers clothing with no sizes whatsoever. Shoppers use an app on their phones to scan their bodies, which gives a 3-D reading of every curve and detail to e1972. The consumer can then shop on the site with their exact bodily specifications, with each piece being made-to-measure. E1972 uses small ateliers based in New York City to create the clothing, with small batches of ready-to-wear basics like sweatpants and sweatshirts pre-made.
“I have 32 agencies around the world,” Haart added, speaking rapidly. “Pretty much in every major city. In the 32 agencies, I’ve now put one room that has been set aside for the atelier. If you order a piece that’s more than $10,000 on the website, if you would like, we will fly you to one of my 32 ateliers around the world.
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