The fashion world is abuzz as Norma Kamali, a designer renowned for her pioneering spirit and innovative designs, is set to receive a significant accolade. With a career spanning over five decades, Kamali has been a trailblazer in the industry, introducing groundbreaking concepts like the sleeping bag coat, ready-to-wear sweats, and high-fashion swimwear.
She has also been a forerunner in embracing e-commerce, introducing barcodes for shopping directly from mannequins, initiating a ‘try-before-you-buy’ service, and integrating a wellness component into her brand with the establishment of a Wellness Café.
At 78, Kamali will be honored as the first-ever recipient of the WWD International Designer of the Year Award at the WWD X Saudi Fashion Awards gala during the ‘Next Fashion Frontiers’-themed WWD Global Fashion Summit in Riyadh, Saudi Arabia. Collaborating with the Saudi Fashion Commission, the event will feature Kamali as a special attendee and keynote speaker.
Kamali’s selection for this prestigious award seems serendipitous, as her thoughts have been focused on Saudi Arabia and India, regions she views as burgeoning fashion hubs with youthful demographics eager for innovation. Despite her age, Kamali finds her largest customer base among the 25 to 35 age bracket, a testament to her brand’s appeal across generations.
Her designs resonate with young, style-confident women around the globe, including Bollywood actresses and Middle Eastern fashion enthusiasts, who often showcase their Kamali ensembles on Instagram using the hashtag #nkmyway. Kamali notes the significant shift in Saudi Arabian fashion, observing a modern and future-oriented spirit among the women there.
While her Middle Eastern clientele primarily purchases through European e-commerce channels, Kamali’s innovative use of technology in fashion retail, such as her early adoption of e-commerce, QR codes, and an iPhone app, has set her apart from her contemporaries. She credits her initial exposure to technology during her time at Northwest Orient Airlines for sparking her interest in the digital realm.
“I find it personally so exciting. I’ve experimented with parallel universes with friends of mine who are very into technology. I’ve used it in many ways for my company from having a website in the mid-’90s.”
Kamali is now venturing into artificial intelligence with an AI x Norma Kamali collection, leveraging her extensive archive to inspire new designs. This AI integration will ensure the longevity of her brand, allowing her team to generate collections reflective of her design ethos even in her absence.
Throughout her career, Kamali has created iconic pieces that remain popular, such as her swimwear line, which garnered global recognition. Her business acumen has led to a profitable and enduring enterprise, with a strong wholesale segment bolstered by prominent retailers like Revolve, Fwrd, Net-a-porter, and Mytheresa. Despite offers, Kamali has no immediate plans to establish physical stores in the Middle East, preferring to focus on e-commerce.
Kamali’s journey hasn’t been without challenges, but her resilience and dedication to maintaining authenticity in her designs have been crucial to her success. She continues to evolve while staying true to her vision, considering the economic and social landscapes when creating her collections.
Committed to making fashion accessible, Kamali champions the idea that women should feel good without breaking the bank, aligning with her philosophy of promoting a healthy and stylish lifestyle. She remains a steadfast New Yorker with an eye on the global stage, eager to engage with the rapid changes shaping the future of fashion around the world.
Reflecting on her career, Kamali is grateful for the creative life she has crafted and the recognition she continues to receive. As she accepts her latest award, Kamali remains a source of inspiration and a symbol of enduring creativity in the dynamic world of fashion.