Tom Ford SS 2012 Review

I’ve been looking at Ford’s latest collection for spring 2012 and I’m struggling to come up with a conclusion about it. It’s difficult because Ford’s positioning of his brand is unusual and confusing. On a retail level the Tom Ford brand is just like all the other luxury brands with advertising in magazines, stores in major capital cities and entry-level luxury items such as fragrance and sunglasses (I say entry-level but $500 for sunglasses is hardly a discreet purchase). But on a fashion level it’s confusing. Ford is yet to present a typical runway show with press, photographers, critics, journalists etc, just like all other brands normally do at fashion week. Instead Ford has held intimate presentations to a hand-full of tippy top fashion people with no photography allowed. Several months later Ford releases a look book to the public. His spring show look book was just published on Vogue.com, two months after the spring shows. When he did this whole secret show thing for his debut he definitely created buzz. It was exciting to read reviews by critics and frustrating not being able to see any of the clothes. But three seasons in and for me the thrill has worn off.
Once fashion month is over I feel exhausted by all the collections I’ve seen because there are way too many people showing at fashion week so when Ford’s collection pops up on Vogue.com I’m a little underwhelmed by it all. It’s weird, it’s like Ford is more than happy for me to buy one of his Private Blend fragrances and porn star aviators but the clothes are to be kept away from me which makes me feel like a peasant (which I totally am). He’s treading two luxury environments and getting mixed results. It’s masstige and super-exclusive fashion. At fashion week you’ve got a media circus all seeing the same shows and from that you get these runaway ‘it’ items that can get huge press coverage or brand buzz such as those YSL pumps with the gold armour plates. Ford isn’t getting that.
 Ford’s spring collection is a reminder of what Tom Ford did well 10 years ago at Gucci and YSL which doesn’t bode well because it makes him look out of touch. He has said himself that he isn’t following trends which is evident in the off-trend peasant tops and bow-ankled sandals. There was too much going on with many looks that were teeming with tassels, fringing, ruching, ruffles, bows, and gold hardware. This detail explosion is tiring as your eyes have nowhere to rest. Overall it was too fussy and too flashy. There were still elements there that make me like Tom Ford’s work but if you’re looking for trends and direction you won’t find it here.