'Twilight' Stars Model for Joseph's Spring/Summer Collection
TWILIGHT SPRING: “Twilight” star Ashley Greene, pictured right, models styles from the For Joseph label. On left is Jessica Lowndes of TV show “90210”
On April 30, some of Hollywood’s newest faces gathered at fashion boutique Kitson on Melrose to honor For Joseph’s 2009 Spring/Summer collection. Kitson on Melrose is located at 8590 Melrose Ave. in West Hollywood. Ashley Greene, a star of hit movie “Twilight,” wore jeans and a fuschia top from the For Joseph label at this event. “90210” star Jessica Lowndes and “Twilight” co-star Kellan Lutz also dropped by the event and posed for cameras.
Agi started For Joseph in 1985 with his wife and label designer Laurence Agi. They relaunched in 2007 to give the label a new look and to experiment with new business practices. For years, their label offered more than 150 looks per season. Since the relaunch, they cut their label offerings down to 30 items per collection, which are distributed at 10 deliveries during the year. Agi said one of the main reasons for cutting down the heft of the collection was the result of dealing with buyers’ fashion fatigue. “Buyers can’t think after they look at the 30th piece,” he said.
The practice of manufacturing smaller collections might be paying off. For Joseph made $24 million in sales in 2008, Agi said.
