It was the kind of publicity that money could not buy.
Not only did luxe label Marchesa score the coup of dressing Oscar-nominated up-and-comer Gabourey Sidibe for the Academy Awards last month, the actress also guaranteed the brand a ton of press when she described her blue draped number with this pithy, cheeky quote: “If fashion was porn, this dress would be the money shot.”
It is exactly this kind of enthusiasm from Hollywood’s best and brightest that has put Marchesa on the map.
Since it was founded by British best friends Georgina Chapman and Keren Craig in 2004, the brand’s elegant gowns have been seen on the red carpet on ingenues like Taylor Swift and screen veterans like Sandra Bullock.
Chapman and Craig, both 34, met when they were students at London’s Chelsea College Of Art And Design.
Chapman’s draping and design expertise combined with Craig’s textile creations led them to start their label of exquisite evening wear.
The brand is named after 19th-century Italian aristocrat Marchesa Luisa Casati, who was known for sartorial quirks like wearing live boa constrictors as necklaces.
Like their eccentric muse, the photogenic duo behind Marchesa – both are former models and actresses – can be as controversial as they are chic.
Chapman began dating Hollywood mogul Harvey Weinstein in 2004, married him in 2007 and is now expecting the couple’s first child.
In 2006, the Los Angeles Times pointed out that many of the A-listers wearing Marchesa also happened to star in movies produced by Weinstein, and snarked: “Marchesa’s breathtaking success has the fashion world talking – and rolling its eyes too. Just how much of that success, observers wonder, is due to the Harvey Factor?”
There were also rumours of a rift between the BFFs when Craig, who is married to art director Piers North, was given the title of co-founder in 2008, to replace her former title of co-designer.
But with Marchesa launching solid, critically acclaimed collections season after season, the brand has proven that it is no mere flash in the pan.
A selection of looks from Marchesa’s spring/summer 2010 and fall/winter 2010 collections will be showing at Ngee Ann City Civic Plaza’s Tent@Orchard tonight at 9pm as part of the Audi Fashion Festival (AFF).
A selection of pieces from Marchesa Couture and diffusion line Notte By Marchesa are also available for sale at Tribeca at Mandarin Gallery. Prices range from $5,000 to $12,000 for Marchesa Couture and $1,200 to $4,000 for diffusion line Notte By Marchesa.
Although the duo were not able to attend the AFF, Chapman did chat with Urban in an e-mail interview.
Describe the type of woman who wears Marchesa.
I design for all women. Marchesa is romantic, elegant and dramatic with an element of fantasy and escapism. I think all women aspire to these ideals.
You have dressed so many celebrities on the red carpet. How do you manage to keep the Marchesa look unique and glamorous?
Many stars pick their dresses straight from the runway. Seeing a dress come to life is the most rewarding aspect of what I do.
I think women always want to wear what makes them feel beautiful and should wear what feels right for them rather than follow trends.
What is your advice for women who do not have an occasion for a red carpet gown?
Notte By Marchesa is an extension of the Marchesa Couture line. It is more accessible, but the Marchesa aesthetic definitely comes through.
We have also started doing bridal wear. I love creating romantic moments and I feel honoured when someone chooses to wear one of my dresses for one of the most important days of their lives.
What is the secret to looking fabulous on the red carpet?
Plan your outfit ahead of time so that there are no last-minute panics. Make sure your shoes are comfortable and you have the right undergarments.
What do you wear when you are not on the red carpet?
I like to be adventurous in what I wear on a daily basis. It really depends on my mood. I like vintage and a lot of black and white. And I like high heels – as high as possible.
