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Trendspotting Jul 31, 2007 @ 12:41pm

The Christening of Gemma Ward

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Companies have always used models’ images to sell products. Now, they use their names, too.

But it’s not just high fashion that gives an insider’s wink to its models and muses (think Marc and the Stam).

Now mass brands are calling their favorite items “The Gemma”, proving the concept of a stylish namesake has trickled down to bigger labels.

While Jill Stuart and Ralph Lauren bring us a Gemma bag and a Gemma shoe, so do LK Bennett and Stride Rite.

If you love fashion enough to spend several hundred dollars on a bag or shoe, chances are you know why it’s called “The Gemma” - or “The Raquel” or “The Freja.”

But in the case of Banana Republic, Juicy, and Rocket Dog - all with “Gemma” items - we have to wonder:

Does their target customer even know Gemma’s last name?

—NATALIE MATTHEWS

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Fashionista Main

posted by guest

Jul 31, 2007 1:07PM

i am loving that particular gemma bag...who is the maker? (the links aren't working for me)

posted by Natalie Matthews

Jul 31, 2007 1:10PM

Jill Stuart makes the bag, and you can get it for $550 at Bloomingdales.

posted by Faran

Jul 31, 2007 1:19PM

Try the links now; they should be good!

posted by anon

Jul 31, 2007 1:33PM

"Does their target customer even know Gemma’s last name?"

Does it really matter? Perhaps those who don't know "the name" are buying it because they like the item and not because it is named after someone famous?

posted by allie

Jul 31, 2007 1:59PM

Hm, it is possible to know Gemma's last name and not be able to buy the expensive Gemma bag. Example: me. I'm also pretty sure I'm a target customer of all the above brands.

posted by lubugrious

Jul 31, 2007 2:10PM

Is Gemma 12 years old? Or is she a young looking 14?

posted by anon

Jul 31, 2007 2:20PM

Gemma is 19.

posted by amc

Jul 31, 2007 2:21PM

Have to agree. Kind of an obnoxious statement re: the last name and target customer. It's called a hi-lo mix and many fashion-consicious consumers (at least ONE target market) pride themselves on shopping for pieces at Banana, Gap, Zara, etc...

Sometimes this site really needs to tone down the affectation and get over itself.

posted by Faran

Jul 31, 2007 2:21PM

And she has the same birthday as Anna Wintour.

posted by amc

Jul 31, 2007 2:22PM

Sometimes this site really needs to tone down the affectation and get over itself.

posted by ac

Jul 31, 2007 2:40PM

Gemma rocks!!

posted by acc_chic

Jul 31, 2007 3:33PM

I must agree with the consensus in these posts -- Natalie's assumption that BR shoppers don't know Gemma's last name (gasp! don't they read Vogue?) is condescending and more elitist than what I'm used to reading on Fashionista.

posted by Faran

Jul 31, 2007 3:37PM

The only reason we hired Natalie to work here was to be condescending and elitist. Every fashion publication needs at least one...

posted by rachel

Jul 31, 2007 3:43PM

this is funny. i have to side with natalie-it is more a question of wondering if people even know the inspiration of things, the history of things, like you would any other product......everyone chill. i used to be uptight too.....muahha

posted by Anna

Jul 31, 2007 3:58PM

I would argue that the target consumer of said brands doesn't have the time to pay attention to a bag's name in the first place. I love fashion, but as a teacher of low-income students, I could NEVER justify spending more than 50 dollars on a bag and the whole status bag thing blows my mind. It's a BAG. How about you save your money and donate that 500 to a struggling public school? Your bag may not be high quality and may not last long, and certain types may sneer, but at least a bunch of kids might actually get to read some books, or go on some field trips, or use a computer.

posted by Faran

Jul 31, 2007 4:04PM

I think you've picked the wrong blog for that, Anna.

We buy expensive bags and give to charity, and most of our readers do the same It's not an either-or thing.

posted by Anna

Jul 31, 2007 4:45PM

But what I'm saying is, does the average BR shopper pay attention to the names of bags and status items in that respect? I think with the fashionista set, Bags With Names get that level of attention paid to them that Bags Without, sold at places like BR or Target or whatever, do not. I'm not saying your average BR shopper doesn't appreciate fashion or know who Gemma Ward is or isn't, but I think when you are as heavy into fashion as someone who is willing to spend that amount of money on a handbag is, you DO pay attention to small details like that because, well, it's a status bag and that's why it has a name. Does that make any sense?

Sorry Faran if my post sounded preachy. I don't necessarily fault people for spending money on an expensive handbag. If that's your thing, so be it; some people spend on flat screens or iPhones or trips to Greece, some spend it on a bag, and we all have our thing to splurge on. And more power to you if you happen to appreciate the design of a bag and are spending that money to support the designer. Then it's not too dissimilar from buying a piece of art from an artist that you want to support.

I guess what I do hate is the attitude that often comes with a lot of these status bags, that they are being bought purely for their status. It's the attitude you see when you see a bunch of these Lindsay Lohan/WAG types thrashing their Birkins around and shoving it in your face on US Weekly.

Ok, hauling my preachy ass to Jezebel now, seeing as how I'm on the wrong blog ;)

posted by miss_nadine

Jul 31, 2007 5:11PM

Wow, Faran, are you tracking all of our spending now? I dare say you have no idea whether your readers contribute to charities that actually assist low-income persons.

And I shop at BR and of course I know who Gemma Ward is. BLEHHHHHH. Following Anna to Jezebel.

posted by Courtney

Jul 31, 2007 7:29PM

As someon ewho shops at BR and knows who Gemma is, I'm gonna have to say yes.

posted by Steven.

Jul 31, 2007 8:59PM

The bag is just as odd-looking as the model.

posted by rachel

Jul 31, 2007 9:28PM

miss nadine, i have personally gone on here to say that i have donated to others, and so have other folks in different forums.........relax, and stop attacking faran.

posted by acc_chic

Aug 01, 2007 12:10AM

I'm going to respond to Rachel's comment about the offended readers being "uptight" and say this: An understanding of a designer's inspiration is key for anyone calling herself a fashionista. But who's to say that a low-end designer (or an independent designer, for that matter) can't be inspired by a supermodel? Why can't an indie handbag designer from Brooklyn name her bag "Daria" if the model inspired her?

An appreciation for design inspiration should apply to all facets of someone's life, not just fashion, if he/she so passionately defends it. If you buy a "modern" piece of furniture without checking if it's a knockoff (and it probably is), you're as guilty as the rest of us low-end shoppers.

posted by rachel

Aug 01, 2007 1:44PM

i was referring to the commentors who i think went overboard with thinking that the posting was snobby and pretentious....of course a smaller designer can be inspired by a supermodel, but these mass chains look to the marc jacobs and chanels of the world for their inspiration. the mass chains very often knock off the marc bags named after supermodels, and that is what i believe that the post is about, asking if real people have any realization where the inspiration of the things they purchase come from. and yes, this covers all facets of life....many things come in trends, from cosmetics to food. i think it is "uptight" to assume this was a snobby posting by natalie.

posted by kjl

Aug 01, 2007 2:39PM

Perhaps its just that Gemma is a much more popular name in the UK and Australia, but quite rare in the US. If BR had named it the Fiona, would they have expected American customers to associate it with a green princess ogre (Cameron Diaz in the Shrek movie)?

posted by guest

Aug 21, 2008 7:49AM

rocket dog... would their target customer even give a fuck what her last name is? seriously.