Fame's Allure
Headquartered in New York City, Fame's Allure is an exclusive luxury clothing line designed especially for men. FA, as the clothing line is shorthanded, was founded in November 2007 by three entrepreneurs whom endorsed the mantra “Inspire the World through Your Appearance." Founders Sherman Joseph, Preston Williams, and Robert Seshie set out to create timeless fashion which prides itself on encapsulating the essence of men’s fashion.
Inspiration behind Fames Allure
Friends since childhood, Joseph, Williams and Seshie created Fame’s Allure with the intention to embody their culture, mentality, and taste. Wanting the line to remain classy and timeless, they drew inspiration from the apparel and style of the 1920s and 1930s—a time period of collectivism whose contemporaries represented artistic sophistication and dressed with undeniable pride.
Fame's Allure began as an in-house clothing company designing cardigans. As production progressed, Joseph, Williams, and Seshie wanted to expand their line to include styles from different aspects of art, music, scenery and professionalism. Integrating an array of influences, the three men proceeded to create styles that gave men a classic look.
Club Plumm Debut
Fame's Allure made its debut on August 1, 2008 at Club Plumm in New York City in conjunction with Liv Live Entertainment. The fashion show, which was entitled “Birth of a Star,” featured their first full collection dedicated to men. "Emotions," as the collection is entitled consisted of a series of cardigans, blazers, vests, tweed pants, collared shirts, knitted fabric, and other accessories. The event also debuted the official Fame’s Allure website and included musical performances by artists Theophilus London, Jesse Boykins III, and Che'Nelle, as well as the serenade of the crowd by the Untouchable DJ Drastic. Following the debut of “Emotions,” Fame’s Allure received recognition and praise from the audience at Club Plumm, fashion stylists and fashion bloggers from New York City which ultimately led to the success of Fame’s Allure’s online sales.
Model Search
Since Fame’s Allure did not have access to high fashion modeling agencies, the designers recruited young men whom they believed encompassed the significance of their label. The models recruited were New York City natives. Essentially, this strategy helped Fame’s Allure fulfill the intention of “Emotions,” as it equated style and professionalism.
Club Touch
During New York City’s 2008 Fall Fashion Week, Fame's Allure hosted its second extravaganza at Club Touch in Midtown Manhattan. The event, which was marketed as a social mixer to be included in Fashion Week's festivities, was in collaboration with Javier Hernandez, Fame's Allure's Public Relations Representative at the time, along with Level One Modeling Management. Fame’s Allure showcased styles that were not featured in “Birth of a Star.” These styles suggested more of a couture appeal for their fashion enthused guests.
Unlike their debut event, Fame’s Allure was able to market their social mixer with the refined and sophisticated approach due to their new found recognition as a credible line. They were now able to work with a high end modeling agency, Level One Modeling Management, and market both their brand name and event, with strong support.