- Joined
- Mar 8, 2002
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So, I've worked on fashion copy, and I know what you mean about it being hard to do well and easy to get lazy at.I think you guys are reading too much into this. The management there probably just decided to expand into kids' clothes. They sent it to the design team, who made some basics that fit with the overall Everlane aesthetic. Then that gets sent to marketing and copywriting, who are just used to churning out the same copy for everything ("ditched the embellishment," "essentials," "simplicity," etc).
I mean, writing about clothes is a huge pain **********, and you end up relying on the same cliches over and over. You work on weekly deadlines; sometimes daily. Sometimes, depending on how annoying your bosses/ editors are, hourly. From the copy they presented, it sounds like they just took their standard Everlane copy and translated it into something about kids. I doubt everyone there sat around a big table and thought about what kind of high-moral line can they design for 1984 children.
They made basics and copy writers wrote some crappy copy, which is what happens when you have to write a lot of fashion copy.
That's not what I personally objected to though. It's the stuff that was specifically written for the audience buying the stuff that made me feel gross. That someone would want a mini-me, and that it's cute that some poor kid is super careful to not spill his juicebox on his cashmere sweater, is the part that is sorta gross to me.
I quoted this specific section on purpose:
"No sparkles, sequins, or superheroes.
We think kids should have options—so
we’ve ditched the embellishments in favor
of mini versions of our most essential styles.
Added bonus: Parents can now dress their
kids like they dress themselves."
because it really takes what the kids want completely out of the equation and says "Hey bougie parents, BONUS, now you can make your kids look like you." For me, as a parent who wants to encourage his kids to express themselves how they'd like, it's completely missed the mark. I the opposite of want to impose my tastes on my children.