Craig Green: 'Celebrity fans increase brand's presence'
Craig Green has never chased celebrity endorsement, though he does admit it helps his brand’s visibility.
The British designer has become known for polarising people’s opinions, with model David Gandy once slating his menswear designs during a TV appearance.
But he counts the likes of Rihanna, Drake and Kanye West as fans so doesn’t need to get too down about the detractors.
“In the beginning I was cautious about celebrity, but it helps the outreach and visibility if the brand,” he admitted to Britain’s ES magazine.
“I don’t come from a background that has money to allow me to explore my ‘creative juices’. At the end of the day, it is a business and it’s about creating clothing and dressing people.”
His re-imagining of men’s clothes has also impressed famed fashion photographer Nick Knight, though Green admits he was depressed after his first show in 2013, where models wore planks of wood on their head, was ridiculed.
However he’s become a force to be reckoned with, and on Friday (10Jun16), he’ll be showing his latest work at a London runway show. Next to the fashion editors and trendsetters will be sitting Green’s proud family.
“I’ve given them all jackets. Mum wants to bring all her friends, my dad brings all his mates from the pub,” he smiled.
Whether the event is a success or not, there’ll be no sitting around basking or wallowing for Green and his team – it will be straight back to work on the next collection.
“I never sit back and think ‘we’ve arrived’. With fashion, there is never the right answer, it never really feels finished, you’re never done,” he said.