Part of designing, maybe the most crucial part, is questioning. Few do it with the vigor of Area’s Piotrek Panszczyk and Beckett Fogg. Since launching the brand in 2013, the designers have done so much introspection and recalibration that it’s hard to know if it’s the go-to brand for haute space bitches, haunting Dadaist ghouls, pop star glamazons, or former first ladies. Ask Panszczyk and he’ll answer that the label has always been for everyone but the clothes didn’t always show it, seasonally skewing in favor of one audience while cutting out the rest.
Panszczyk and Fogg took 2020 to recenter themselves and their brand, choosing to show in season and to make salability and creativity equal parts of their process. Not either/or but both. As Panszczyk explained over a Zoom call, their shoppers have just as much desire for a couture-grade crystal pantie as they do a pair of crystal-studded jeans.
To meet their needs, Area presented its own kind of solution dressing this season, injecting glamour into normcore and normalcy into high-gloss glamorama. Jeans enter the picture in a medium-wash straight-leg style adorned with crystals and paired with a bitchy little bustier. Tweed suiting is cropped and shrunken, with rhinestone fringe falling from hems. A classic LBD comes in vinyl, and the brand’s famous pale pink lamé returns in the form of iridescent minidresses, corsets, and skirts. Knitwear is growing too, with pink and lime pieces dotted with tiny crystal bows.
This new Area wardrobe captures the vixenish nature of the label without compromising on wearability; exactly the branding exercise a company needs to push it from emerging to established. But Panszczyk and Fogg are smart to not let their good business sense totally overshadow the weirdness that makes Area special. During the pandemic they connected with Chinese designer Dingyun Zhang, whose enormous puffer jackets have also caught the eye of Kanye West and his Yeezy team. After a couple DMs, the trio decided to collaborate, cropping Zhang’s puffers into cloudlike vests, bralettes, and skirts, and then tamping them down with Area’s crystal harnesses. The results are delightfully kooky, heavenly, and sensual all at once, like if Dua Lipa wanted to cosplay as Aphrodite. Area’s year of questioning has yielded some good answers.
