LL Cool J Debuts Todd Smith Fashion Line

Bruno J. Navarro describes LL Cool J's Todd Smith line, that debuted last week during New York Fashion Week, as an "elegant look incorporating luxury fabrics and classically tailored looks."  Head design duties went to Dolce & Gabbana's Jeremy Brandrick who oversaw the larger men's collection and Matthew Priestly who oversaw the women's collection.

LL said he "would like a person to look rich, to look successful but not be overly ornate" and "want[s] to leave room for the everyday guy to upgrade.”  He also stated that he would like to see Todd Smith become a major luxury brand.

Apprently LL played down the celebrity angle, choosing not to do an extravagant show and telling Women's Wear Daily:
"I want to stress that this line is not about me," Smith said. "I want to make it about the clothing. I'm trying to keep this thing as separate as I can so that it doesn't have that celebrity vanity thing. I want you to walk into a store not knowing anything about LL Cool J and see one of my garments and say, ‘I really like this Todd Smith. I'd like to buy this for my fiancée.'"

WWD shares more biz details about the ready-to-wear line which is produced in Italy.  Todd Smith, the man, and fashion execs Ronald and William Gallo formed Standard Fashion with Smith and Ronald Gallo as co-managing directors to build Todd Smith, the brand.

In another WWD report, Standard Fashion is said to have been created by LL and Ronald Gallo only.  In any case, LL speaks more about branding:
I'm sensitive to pop culture, but I'm also sensitive to how brands affect people's perception in a social environment . . . I think one has to be wary of what a brand represents. You may have a beautiful line, but because of a lack of taste, the brand takes on a losing connotation partially because people don't like what the brand represents. Then people won't buy it even if they like the clothing.

Sort-of-related New York Fashion Week news:
John Malkovich discusses Uncle Kimono, his new men's line.
Karl Lagerfeld makes first fashion show available on iTunes.

Comments

[Freddie Sirmans]

You are trailblazing, keep up the good works.

[Olusola Oladele]

Im a fashion designer, I just recently finish college at Buffalo State College and i feel that i can contribute abundantly to your clothing line. I will be more than happy to present some of my design and i promise you that you will not be disappointed

[Clyde Smith]

Mr. Oladele, I'm just a blogger writing about the fashion industry at times.

I'd suggest clicking through some of these links and seeing if they get you closer to the folks you're trying to reach.

Best of luck.