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Personalised fittings, sweat and LOTS of lubricant
One woman finds out what it takes to pull off latex like Kim Kardashian as the star’s go-to designer makes a bespoke dress for her
- Rita Ora, Lady Gaga and Kate Moss love designs by Atsuko Kudo
- Atsuko custom-made a latex dress for our writer, just like she did for Kim
- Involves a detailed fitting and lots of lubricant
- Atsuko has her sights set on dressing the Queen in rubber suit
Kim Kardashian and Rita Ora have been making headlines for rocking latex this year but they’re not the first – and the won’t be the last – to show off the risque look.
Once the sartorial statement of choice in sex clubs, latex, PVC and wet-look leather has been treated to a high fashion makeover but can real women pull off the skin-tight look? Or do you need the body – and the confidence – of an A-lister to wear it?
FEMAIL called on the designer behind Kim and Rita’s famous looks to custom design a latex dress from scratch for one of our writers – who says she’s never felt more confident.
Can ANYONE pull off latex like Kim Kardashian? MailOnline writer Hanna Flint had a dress custom-made by the star’s favourite designer, Atsuko Kudo, and she felt ‘amazing’ in her showstopping outfit
From Kate Moss to Dita Von Teese, Atsuko Kudo has designed latex outfits for a who’s who of showbiz and Kim just can’t get enough of the skin-tight looks.
Plus, judging by the catwalks at fashion week, it will be filling our wardrobes in months to come, so Hanna Flint, our 26-year-old writer, was in safe hands.
Hanna, who is a size 12, visited Atsuko’s studio in Islington, north London, for a fitting – as while her designs can be bought off the rack (something Rita Ora does), Atsuko recommends that she fits all of her clients either in person or online.
‘It’s a really personal experience,’ explains the brand’s managing director, Simon Hoare.
‘Latex is perfect for a special moment and it’s all about feeling and looking great in it. You have to commit to putting in the time to get a fitting so that the final outfit looks like it’s painted on.’
Hanna and the team decided the black suited her skin tone and hair colour so she had one made from scratch and had to use lubricant to slip into the dress for the final shoot
Hanna said that maybe with a strategically placed blouse or jacket, she could reduce the focus of her top half for a night out on the town
Hanna and the team decided the black suited her skin tone and hair colour so she had one made from scratch.
The process involves gluing the latex together to the customer’s precise measurements and requirements.
Explaining the experience, Hanna said: ‘At the fitting, Atsuko and the team brought out a few options for me to try, but at first they didn’t take my measurements rather took a look at me and gauged which size would fit.
‘Clearly they have a good eye for it as the dresses actually fitted very well on the body, though they had to make my bust size and cup bigger (just like Kim!).
‘I definitely needed a hand putting on the dress, and the stylist put talc on the inside of the dress so it could slip on better. I say slip, but that wasn’t the case as there was a lot of pulling and squeezing to make sure the seams were lined up and there wasn’t any ridges in the latex.
‘Once I stepped out and saw myself I had to admit, it was a pretty “wow” moment. I do have some lumps and bumps but the dress really streamlined it and I really get why Kim is such a fan. I actually really liked the black dress with the plunging neckline, because as a woman with a bust, it’s hard to wear that sort of cut without accidentally suffering a nipple slip! Thanks to the tight latex there was no danger of that.
‘It’s amazing how 15 minutes in the dress can become rather hot work and after trying on three, I did feel thoroughly flushed. Hats off to Ella Eyre who rocked an Atsuko Kudo latex dress for her energetic concert recently!’.
Atsuko Kudo takes Hanna’s measurements in her Islington boutique Is that Kim Kardashian? Writer Hanna is proof that you don’t have to be a reality star or celebrity to look sensational – and super stylish – in skintight latex
And a few days later, Hanna received her bespoke design.
‘Finally putting on the custom-made dress was amazing,’ said Hanna, of the final shoot.
‘It fitted perfectly to my shape and bust size but I would probably need a hand to get it on in the first place – and maybe when I visit the ladies’ room.
‘The great thing about the latex is that once it’s in position, it does streamline your figure.
‘Kim probably has more confidence to wear such a cleavage-enhancing dress on the town than me, but maybe with a strategically placed blouse or jacket I could reduce the focus of my top half for a night out.
‘I probably wouldn’t wear it to go dancing in. It does get a little hot under the latex and I doubt Kim would be seen with a sweat on.’
While Hanna opted for a copy Kim look, Atsuko emphasises that you don’t necessarily have to wear head-to-toe latex.
She said: ‘I make accessories, millinery, shorts and skirts so you can mix and match.’
Atsuko first discovered the fabric when she was at fashion college in Japan 20 years ago.
She was tasked with finding a quirky material on the high street and ventured into a sex shop and from that day made it her mission to create clothes using latex.
Hanna, 26, tries out a skintight latex cocktail dress with cap sleeves and plunging V-neck in Atsuko’s shop
After moving to London, she started brand her eponymous brand in 2000 and was credited with being the first designer to offer a feminine take on latex.
Her work quickly got picked up by Dita Von Teese and iconic photographer Steven Meisel used four pages of Eva Mendes wearing the fabric in Italian Vogue in 2007.
‘That was such a moment,’ recalled Simon. ‘It looked so great and sexy on her; that was the real turning point.’
Other stars were quickly recognising the brand and Atsuko was dressing Lady Gaga non-stop from 2008.
Atsuko dressed her when she was supporting The Pussy Cat Dolls on tour, as well as for most of her music videos, including Telephone with Beyonce, who she also dressed.
Hanna tried on Rita and Kim’s favourite blush-coloured latex shade too at the shop before finally settling on the black option, which better suited her skin tone and hair colour
Another major moment came when for the brand when Lady Gaga asked Atsuko to dress her for her meeting with the Queen, who the designer cites as her ‘dream client’.
‘I would love to dress the queen in a latex suit, a colourful one – with a hat.’
On a standard week day, Kate Moss and Rita Ora may ‘rock up’ at the brand’s shop in Islington, and Kim may well be unveiling more looks in the coming months.
Simon said: ‘She tends to save her latex looks for special moments. It divides opinion but, overall, because Kim is so curvy, it has made a lot of curvier women think “if she is wearing it, then I am going to give it a go”.
‘She is the first iconic figure for some time in fashion who has had real curves. And Kanye certainly likes her in it.’
Kim has long championed the material and made headlines when she wore a look by same the designer back in November for a fragrance launch in Australia, left, and to watch husband Kanye perform, right
Sarah, Duchess of York, left, Kate Moss, centre, and singer Charli XCX, right, have all trailed the tren
The Vionic Innovation Lab
VIONIC GROUP LLCVionic footwear merges unparalleled biomechanical technology with versatile, modern design.
Developed by Phillip Vasyli, renowned Australian podiatrist and founder of Orthaheel Technology, Vionic shoes help promote natural alignment and provide relief from heel pain. Best of all, all of this life-changing technology is packaged into an array of trend-conscious, stylish silhouettes.
Vionic started with the vision of our founder, Phillip Vasyli, who aimed to make this relief more accessible than expensive, custom-made orthotics. In 1990, he designed a seemingly simple product that would dramatically alter the podiatric medical scene. He invented his first heat-moldable, prefabricated orthotic: a device designed to support and realign the foot to its natural position. This versatile and affordable insert was so successful that it inspired our business.
To reach an even larger audience of people struggling with pain, in 1991 Vasyli built that orthotic technology in to the Australian footwear of choice, flip-flops, and introduced the Orthaheel consumer brand of footwear to the U.S. in 2007, which eventually became Vionic in 2014.
FUTURE OF FASHION
HOW DOES YOUR BRAND INNOVATE?
Vionic consistently delivers science and style in one transformative solution. Our product team designs stylish, on-trend footwear that provides superior support and relief. Our line features a wide range of silhouettes in premium materials for men and women in styles suited for just about any occasion.
Vionic also benefits from the expertise of some of the finest minds in health and lower limb biomechanics. This collaboration, the Vionic Innovation Lab, brings together world-renowned authorities committed to promoting active lifestyles and healthier feet. Vionic’s footwear and orthotic inserts are also endorsed by noted integrative medicine expert, Dr. Andrew Weil. No other footwear company benefits from such a wide range and high level of medical expertise.
HOW DOES YOUR BRAND LEVERAGE TECHNOLOGY?
The Vionic team is comprised of people who are passionate about delivering the most advanced, tried-and-tested biomechanical technology to consumers in need of relief from chronic pain. We’re passionate about spreading the Vionic philosophy and working toward changing lives every day, which we do by cultivating “raving fans”: satisfied consumers who become the most vocal proponents of our brand. By optimizing of our e-commerce site for the ultimate personalized shopping experience, maintaining a robust presence on social media (including relationships with bloggers and other online influencers), introducing creative new vehicles for distributing information about our product (videos, infographics) we’ve managed to build and grow our network of raving fans, attracting new consumers across a wide range of demographics.
WHAT ADVICE WOULD YOU OFFER BRANDS JUST STARTING OUT?
Begin with an idea that will truly alter people’s lives for the better. People seek out our brand for the relief that our footwear can provide. The benefits of our technology are tried and tested, and Vionic has worked hard throughout the years with an experienced team of experts to biomechanically engineer and test our product for optimal efficacy.
Seek out the best retail partners and work hard to cultivate relationships with them. QVC has been a wonderful partner for Vionic over the past seven years, elevating our brand’s own standards for success. Dillard’s, Belk, Zappos, Nordstrom and all of our independent retailers across the country have been huge assets in conveying our brand message to consumers, and as trusted retailers for quality goods we are thrilled and honored to have their support.
Provide your partners with the tools they need to be successful. At Vionic we work tirelessly to provide training and education for retailers, associates, store owners and more so that they can speak effectively to our brand and its benefits.
HOW DO YOU THINK FASHION & TECHNOLOGY WILL CONTINUE TO INTERSECT?
Our product team designs stylish footwear that consistently delivers superior support and relief. Our line features a wide range of silhouettes in premium materials for men and women in styles suited for just about any occasion.
Vionic also benefits from the expertise of some of the finest minds in health and lower limb biomechanics. This collaboration, the Vionic Innovation Lab, brings together world-renowned authorities committed to promoting active lifestyles and healthier feet. Vionic’s footwear and orthotic inserts are also endorsed by noted integrative medicine expert, Dr. Andrew Weil. No other footwear company benefits from such a wide range and high level of medical expertise.
It’s important for Vionic as a brand to effectively marry the concepts of science and style. Consumers often seek out our brand for the biomechanical benefits it provides, and they are thrilled when they’re able to buy a good looking shoe that feels great, too.
Vionic footwear merges unparalleled biomechanical technology with versatile, modern design. Developed by Phillip Vasyli, renowned Australian podiatrist and founder of Orthaheel Technology, Vionic shoes help promote natural alignment and provide relief from heel pain. Best of all, all of this life-changing technology is packaged into an array of trend-conscious, stylish silhouettes.
Vionic started with the vision of our founder, Phillip Vasyli, who aimed to make this relief more accessible than expensive, custom-made orthotics. In 1990, he designed a seemingly simple product that would dramatically alter the podiatric medical scene. He invented his first heat-moldable, prefabricated orthotic: a device designed to support and realign the foot to its natural position. This versatile and affordable insert was so successful that it inspired our business.
To reach an even larger audience of people struggling with pain, in 1991 Vasyli built that orthotic technology in to the Australian footwear of choice, flip-flops, and introduced the Orthaheel consumer brand of footwear to the U.S. in 2007, which eventually became Vionic in 2014.
How Shoppers Want to Communicate with Brands Away from PCs
Print is No. 1
Mobile phones, and especially smartphones, have made doing just about anything on the go easy. So it stands to reason that mobile phones would be the main way consumers would communicate with brands when they weren’t sitting in front of a computer.
In fact, according to MarketingSherpa, print ads were US internet users’ preferred way to stay in touch with brands and retailers when away from a computer. Nearly half of those polled in August said so.
Email on smartphone was 10 points behind, followed by radio ads and text messages. Several other responses referred to smartphone-related communication as well, including a brand’s mobile app, at 12%, push notifications, at 6%, and in-app ads, at 4%.
Print is unquestionably still a popular source for promotions. Coupon users are more likely to rely on newspapers for their clipping fix than any other channel, and internet users even told MarketingSherpa they liked getting information from brands and retailers in the (snail) mail more than via email.
US internet users polled by emarsys in September 2015 reported being more influenced by print ads than most other formats, including email, social media and mobile.
Similarly, those polled by AudienceSCAN in February were more likely to say they had taken action because of ads or coupons in their mailbox than in any other location.
– See more at: http://www.emarketer.com/Article/How-Shoppers-Want-Communicate-with-Brands-Away-PCs/1013240?ecid=NL1014#sthash.rih9lRZM.dpuf
Virtual Fashion Technology 