APRIL
10, 2021
Let me start by saying Trendy International Group murdered Miss Sixty, they killed her with no remorse.
This may be bordering a “Fashion TikTok” discourse, but I want to highlight the rapid decline of Miss Sixty. Advertisements from the late early 2000’s are still perfect to me, aged like a fine wine. The Miss Sixty girl felt like the Gucci/Miu Miu/Versace girls’ fun and slutty younger sister. The styling, extravagant colors, pattern galore, and sheer vibes made me want to be the Miss Sixty girl. I am in no way inferring that Miss Sixty did anything revolutionary, as fashion adverts during this time were refined down to a science, but these particular ads feel very relevant today, especially with TikTok fashion trends and “Y2K” style coming back in full swing.
My question is, why has Miss Sixty not gotten the message? This leads me to believe maybe she was not murdered, but kidnapped and held hostage. Let us dive in and look at the unfortunate evolution of Miss Sixty’s advertisements and campaigns over the last 30 years.
This may be bordering a “Fashion TikTok” discourse, but I want to highlight the rapid decline of Miss Sixty. Advertisements from the late early 2000’s are still perfect to me, aged like a fine wine. The Miss Sixty girl felt like the Gucci/Miu Miu/Versace girls’ fun and slutty younger sister. The styling, extravagant colors, pattern galore, and sheer vibes made me want to be the Miss Sixty girl. I am in no way inferring that Miss Sixty did anything revolutionary, as fashion adverts during this time were refined down to a science, but these particular ads feel very relevant today, especially with TikTok fashion trends and “Y2K” style coming back in full swing.
My question is, why has Miss Sixty not gotten the message? This leads me to believe maybe she was not murdered, but kidnapped and held hostage. Let us dive in and look at the unfortunate evolution of Miss Sixty’s advertisements and campaigns over the last 30 years.
F/W 2000
S/S 2000
S/S 2001
S/S 2001
Vogue Italia, July 2001
Vogue Italia, July 2001
F/W 2002
F/W 2002
F/W 2002
S/S 2002
S/S 2003
F/W 2005
F/W 2005
F/W 2006
(Asia Argento bodied every single Miss Sixty campaign she did)
(Asia Argento bodied every single Miss Sixty campaign she did)
S/S 2006
F/W 2008
F/W 2009
Everything is excellent up until this point, then Miss Sixty closed 10 of 20 U.S. stores in 2010, and Trendy International Group acquired the company in 2012. I would argue that the last three campaigns S/S09 (pre mass closure), S/S12 (shortly after selling), and F/W12.13 (final fall campaign) are the last of their kind.
S/S 2009
S/S 2012
F/W 2012.13
Sure, these still lack the excitement they delivered in the early 2000’s but ‘09 makes up for it in styling and 2012 makes up for it in photo direction. I only like 12.13 because I think there was a potential for the brand to catch up to this new era of fashion through the kind of clothing pictured in this campaign. But they chose the path most traveled... Dropping us in the new era of Miss Sixty, where integrity is abandoned. This is the beginning of the end.
S/S 2014
S/S 2015
S/S 2016
S/S 2017
(This looks like that hideous LF embroidered denim)
(This looks like that hideous LF embroidered denim)
S/S 2019
Boring white women, shitty clothes, and no originality? Nothing about this makes any sense! Miss Sixty went fast fashion on us and the contrast is stark. So in a 2021 attempt to re-re-brand Miss Sixty inlists Miss Hadid as the new face. A seemingly hopeful hire...
Boring white women, shitty clothes, and no originality? Nothing about this makes any sense! Miss Sixty went fast fashion on us and the contrast is stark. So in a 2021 attempt to re-re-brand Miss Sixty inlists Miss Hadid as the new face. A seemingly hopeful hire...
S/S 2021
And I hate it! Was the brand relying solely on Bella Hadid being the legend that she is, and Hugo Comte’s photo style? This is not what the people want. Where is Ellen Von Unwerth! Where is the color! Some hope still remains, as I think it was a smart move (in theory) to snatch Bella Hadid up, but so far I just feel so bored, and so depressed. The future is bleek. And unfortunately any input I have will fall on deaf ears, as the brand is still being held hostage by Trendy International Group.
So Miss Sixty if you are listening, blink twice.. then hire Brent Mckeever, call up Miss Von Unwerth, hire models of color - give the latter half of Gen Z what they deserve! Reboot and show us sexy, sultry, fun, and colorful. You were the blueprint! Dig through the archives and go back to your roots. Free yourself from the shackles of fast fashion!Until that day comes, all we have is vintage Miss Sixty and the memory of what she once was...
So Miss Sixty if you are listening, blink twice.. then hire Brent Mckeever, call up Miss Von Unwerth, hire models of color - give the latter half of Gen Z what they deserve! Reboot and show us sexy, sultry, fun, and colorful. You were the blueprint! Dig through the archives and go back to your roots. Free yourself from the shackles of fast fashion!Until that day comes, all we have is vintage Miss Sixty and the memory of what she once was...