Like many petite women, Allison Izu Song, 5'2" was frustrated at how clothes fit her. However, as a fashion designer, Allison was able to not only hem her clothes, but also alter it in a way that it would resemble her silhouette. She also realized that other petite women were having similar issues with fit as well as fashionable clothes. After all, selection for petites, especially stylish petites for those who are fashion-forward, is very minimal. This led to Allison's premium denim line,
Allisonizu. Currently, Allisonizu is available in Hawaii only, but it will arrive in the US mainland for spring 2009. She also would love to go to Canada.
Allisonizu is different from other premium denim lines, even those with petites. First, the proportion fits a smaller frame - the knee break, distance from the waist to the hips, knee to ankle distance and so forth are made to fit a shorter height. In addition, she offers different fits, including a skinny (Kolohe), a dressy jean (Honolulu), a boot cut (Paniolo) and a relaxed fit (Luana). In addition, the fall line includes a denim pencil skirt. Finally, unlike other premium petite denim lines, Allisonizu comes in two different lengths, at 27" and the standard 31". These lengths, according to Allison, are "a common inseam length when researching petite women and asking how much people have to cut off of their jeans." The jeans retail at around $168.
Allison on marketing her line and whether it's easier in Hawaii:I am still marketing my petite line. I think it is difficult to convince petite people (who have been "making do" with fashion) to try something new and to understand what clothing is supposed to look like for their petite frame.For me, it is easier in Hawaii because I am from here and I understand the people here. But every city, state or country has petite women who are struggling with what fashion has to offer them.Allison on why she thinks it's difficult to market petite clothing:I think the difficulty is in the idea that companies are trying to "market" a product to a consumer. For me, it isn't about "marketing," it's about education, especially about one's body type. This is the best way to make women feel beautiful and empowered. People need to understand their shape and their bodies so that they can dress it well and flatter their assets. On how she' like to change things about petites:I try to educate myself and other people about different body types and proportion. Being petite isn't only about being shorter than 5'4"! I also want to help petite women to feel special and beautiful, it is as if we have given into the fashion industry and put up with the fact that they are not designing for us. We have to spend an extra $10 - $20 to alter or hem our clothing, but why? We deserve to buy a pair of jeans and wear it right away, without the hemming. I think once we realize that we deserve clothing that fits, we will embrace our petiteness and accept ourselves!On her models:Generally, my petite fit models range from 5'0 to 5'4". They all have different body issues - some have hips, some don't, some have long legs, some have short legs - so I am able to see what the style looks like on different bodies and I can understand what works and what doesn't.On what celebrities she'd like to have a spokesmodels:I would love any petite celebrity to wear my denim! All different people, from different age groups and body types - Hayden Panettiere, Lucy Liu, Salma Hayek, Eva Longoria, Mila Kunis, Chrstina Ricci, anyone really! On whether she'll be selling online:Yes, I am currently working to offer my denim online and working to make it an easy experience with great return policies so that people can try on several styles and sizes at home to find their perfect fit and then send the rest back! I know how hard the denim shopping process is and I want to offer the denim to petite women everywhere!On her influences:Personally, I am in love with Marc Jacobs (but who isn't) but I love so many designers for so many reasons, I admire Diane Von Furstenberg for her timeless beauty and style, also being a women figure head of a huge corporation! Advice to other designers:Understand who your customer is and be confident in what you are doing. I think sometimes we have too much information at our fingertips and too much "market research" is one and we begin to doubt ourselves and the existence of a niche market. But if you believe in what you are doing and do it with passion - all is well!On where she sees herself in five-10 years:In my business life, I see Allisonizu expanding to design a complete line of petite clothing. My concept is to begin with what I think are the "basic building blocks" for a petite wardrobe and then expanding to design complete collections for the petite woman.I hope to be able to do this for as long as possible, five, ten, fifty more years!This article is cross-posted at Prospere Magazine
