Unless you've been hiding under a rock, it's been difficult to escape the promotional campaign for The House of Boateng, which debuts tomorrow on Sundance. Ozwald Boateng's collections are fabulously successful in Britain and Europe and he hopes to make a splash on this side of the pond. Back in 1998, Boateng first tried to conquer American design his collection tanked. This time around, he has much better marketing: The eight-episode reality show—which, incidentally, the Sundance Channel has called a "documentary."
Since the reality-show documentary will drive the resulting sales, it will be interesting to watch the American reaction to The House of Boateng because the goal is to get (primarily) straight men excited about fashion. One early review found the show bland and quipped "a lack of estrogen may also sap Boateng of its necessary chemistry and personality.
However, the British-Ghanaian designer is ridiculously talented and, being a straight, black British man is a rare species in the fashion world. In addition to his own label, Boateng is also the first-ever creative director for menswear at Givenchy, the fashion house that launched Audrey Hepburn and is well known for its crisp lines and clean-silhouette dresses.
Boateng's non-traditional background may work in his favor. The new Flaunt features a ten page fashion editorial devoted to Boateng's Givenchy collection, and, a very flattering profile. "His mission is to build a collection and an image around his own sense of traditional English style, but for today's customer—not a French customer, but an international one."
That aspect has surely comes across stateside where even rapper such as Nas sing his praises. "Usher was telling me he had [a clothing project] that had a lot to do with me," Boateng says. "For me my style is very distinct and represents a measure of tradition, but also in the same breath it’s very modern. So, I’m very happy that anyone appreciates that style."
The House of Boateng (Sundance)
The Givenchy Man According to Ozwald Boateng (Flaunt)
5 Questions with Ozwald Boateng (BV/AOL)
Project Retail (GQ)
I love Ozwald Boateng's sense of style and had no idea that he was straight! lol
Posted by: Brandon | 21 June 2006 at 17:02
Impeccable tailoring, exceptional style. And he's HOT!!!!
Posted by: Alan T | 21 June 2006 at 17:04
Ozwald Boateng has always been a gifted and exceptional designer. I met him years ago during Fashion Week when my friend, Din, shown in the red suit modeled for him. Yes guys, he is very straight and very cool. Congratulations to him on the new documentary.
MG
Posted by: MG | 22 June 2006 at 02:01
his tailoring is magnificent. And I'm really excited for the premiere tonight. I knew about Foxx, Jagger, and Keanu Reeves, but had no idea about Usher and Nas. Boateng is so really real right now.
Posted by: TheOfficial | 22 June 2006 at 11:15
I'm really excited about the show too (got the TiVo ready). I also heard that he designed for the new Miami Vice movie... Just checked out the official site and they have some awesome sweepstakes going on for the show - a trip to London and be dressed by Mr. Boateng himself!!
Posted by: Melanie | 22 June 2006 at 16:26
please forward mw information about your clothing line and where to check out your men's clothing line in new york
Posted by: joseph mozie | 07 July 2006 at 10:14
HELLO,HOW ABOUT WOMEN'S SUIT?MY DAUGHTER IS VERY INTERESTED IN MODELLING FOR THE WOMEN'S SUIT.WE'RE ALSO FROM GHANA,AND VERY PROUD OF YOUR ACOMPLISHMENT.GOD BLESS YOU.
Posted by: SHIRLEY ACQUAH | 16 November 2006 at 13:18
ozwald is just the man...i will love to work wif him...
Posted by: Ayokunle | 03 March 2007 at 04:13