The hype surrounding the erotic novel ‘Fifty Shades of Grey’ is inspiring the fashion industry, with a number of brands taking inspiration from the book written by EL James, and especially Christian Grey, the fictional man of the moment.
British bespoke tailors Norton & Townsend is playing on the hype of novel with a menswear collection inspired and named after the novel. The suit collection features 200 shades of grey, ranging from Gregarious Grey, Glamorous Grey and Grown-up Grey to Generous Grey, Guilty Pleasure Grey and Gentle Grey.
The tailor’s said they wanted to tap into the women who have fallen for Christian Grey’s dapper style set out in the novel, and has even stated that customers can get a quote from the book embroidered into the hem of the suit.
On the other side of the pond, Marc New York, a division of luxury fashion label Andrew Marc has launched its first ever ad campaign with models playing Ana and Christian from the book. The campaign, conceived and photographed by Andrew Marc’s creative director, Chris Gbur, features Celebrity Apprentice contestant and Miss Universe winner Dayana Mendoza as Ana in an unzipped dress standing across from former Scottish rugby player Thom Evans as Christian in nothing but a towel.
The ad will break in September issues of American magazines and it is sure to create much needed buzz for the brand, which is often confused with Marc Jacobs.
Fifty Shades of Grey isn’t the first book to inspired fashion, H&M released a Dragon Tattoo collection, inspired by Lisbeth Salander, from Stieg Larsson's award-winning book trilogy Millennium, and Miss Selfridge launched a 'Gossip Girl' clothing line inspired by the eponymous book series by Cecily von Ziegesar.